Creating the most integrated Christmas ever for Sainsbury’s
There’s a mad rush for everyone at Christmas – including the fierce battle for market share among the major grocers. For Sainsbury’s, the festive season is a massive opportunity to reinforce their competitive advantage. So how could they keep customers coming back and increase sales during the sparkly golden sales quarter?
Sainsbury’s overall Christmas campaign was all about how the greatest gift of all is making time for loved ones. So we tied in closely to that enduring and endearing theme and, through CRM, we made that message meaningful for each and every Sainsbury’s customer.
Table19 helped Sainsbury’s to create their most integrated seasonal campaign ever – driving brand warmth and delivering Christmas rewards to their shoppers, online, in-store and through doormat drama.
We wanted to make the ‘making time for loved ones’ thought alive in everything we did – whether we were offering bonus Nectar points, tips and hints, offers and prize draws. And the best way to do it was using Dave and his animated family from the Christmas TV campaign to front our CRM programme. Through millions of personalised emails and direct mail contacts, we (and Dave and co) delivered sackfuls of glad tidings to our customers – and it all went down better than a mince pie and a cup of mulled wine.