Presentation on theme: "Sainsbury’s: Winning today’s customers through deep insights"— Presentation transcript:
1 Sainsbury’s: Winning today’s customers through deep insights David BuckinghamPresident, Aimia US Region ISS
2 AImia MAKEs BUSINESS PERSONAL We inspire loyalty by creating deep and lasting relationships that are relevant, rewarding and funHelping modern companies do what a traditional corner shop would do
3 AIMIA IS THE LARGEST LOYALTY COMPANY IN THE WORLD Aimia provides loyalty solutions for over 100 brands including…
4 4/12/2017Aimia and Sainsbury's have been driving a SUCCESSFUL PARTNERSHIP for many yearsMARKETING EFFICIENCIES UNDERLIE OPERATING MARGINOWN BRAND SALES PENETRATION GROWTHLeveraging Nectar insight to reduce wastage and increase targeted, personalized marketing has helped contribute to Sainsbury’s growing its operating profit year after year.Aimia has worked with Sainsbury’s to extend its own brand into categories previously dominated by branded products.
5 The relationship has expanded extensively over time 4/12/2017The relationship has expanded extensively over time
6 4/12/2017the launch of i2c changed the face of the UK shopper marketing industryOver 22m transactions per week in 1000 locations 30+ media channelsHolistic, insight-led customer analytics and communicationsLoyalty, insights consultancy and CRM planning expertise
7 4/12/2017“The creation of i2c has been a game changer in the way we have used customer insights to plan, execute and evaluate multi-channel shopper marketing campaigns.”UNILEVER“It’s a win-win for both customers and suppliers. This means more timely, relevant and accessible offers for customers based on their likes and dislikes, while brands benefit from an end-to-end insight based marketing solution and greater ROI.”SAINSBURY’S
8 Class leading insight CPG’s ACCESS IDENTICAL CUSTOMER DATA TO THE SAINSBURYS TEAMS QUALITATIVE RESEARCHProvides the customer voice in our tailored retail consultancy solutionUsing Sainsbury’s transaction and SKU level data we are able to accurately target consumers based on real behavioursDelivers the ‘why’ behind the ‘what’ for true holistic insightSELF SERVE100% EPOS and Customer data over 2 yrsDaily data, delivered weeklyHighly granular – SKU, customer, transaction levelRETAIL CONSULTANCYTaking insight to actionAligned to Sainsbury’s category teamsFacilitate better conversations with Sainsbury’s on insightAdvanced analytical techniques
9 i2c brings supplier insights in support of category objectives 4/12/2017i2c brings supplier insights in support of category objectivesSUPPLIER INSIGHTS DELIVERY PHASE 1Kick off meeting with agreed suppliers and category team. i2c provide category landscape and build CDH. Start to understand key decisions in ranging tree, writing up the top line findings/thoughts ready for interim insights review workshopLandscape, KPIsValue of each decisionDecision hierarchySize of range tailPROJECT KICK-OFFIdentify work done to dateAlign to sainsbury’s objectivesAgree target suppliers on boardRange go-liveINTERIM INSIGHTS REVIEWi2c facilitate workshop attended by Sainsbury’s and supplier to agree top line decisions from CDHINSIGHTS DELIVERY PHASE 2 AND FINAL REVIEWi2c complete CDH, write up and support supplier’s final presentation to Sainsbury’s. Next steps are agreed.POST IMPLEMENTATION REVIEWi2c delivers agreed PIR work to supplier with findings and recommendations.
10 TARGETED ONLINE COVERAGE 4/12/2017i2c communication maximise reach and response with an integrated customer journeyTARGETED ONLINE COVERAGETRIGGERS FOR PURCHASE CONSIDERATIONMobile AppEntrance GatesTrolley and Basket AdvertisingSainsbury’s OnlineNew Information BakersATHOMEIN AND AROUND STORECompetition BakersSocial MediaSamplingFOLLOW UP AND LOCK INCoupon at TillDirect MailMilk Advertising
11 Sainsbury's and i2c make promotions work harder for longer SUMMARYDemonstrating how high visibility media can drive awareness of price promotion, whilst also targeting a smaller group of preferred customers drives campaign efficiencyOBJECTIVESIncrease awareness and sales of Ryvita brandAwareness of new packaging and key SKUsMaximise visibility of in-store £1 price promotionFollow-up previous Till redeemersRESULTSDemonstrating how high visibility media can drive awareness of price promotion, whilst also targeting a smaller group of preferred customers drives campaign efficiencyIncremental revenue to Ryvita CrispbreadsTotalPer headTrolley£59k£0.02Combined£8k£0.21Coupon£7k£0.22CustomersTrolley3 weeks – 3mCoupon at Till3 weeks – 40kCombined6 weeks – 35kIncremental revenue to Ryvita Crispbreads (%)Post periodPromotionPromotionTrolleyCampaign periodCoupon at TillPost period
12 Sainsbury's and i2c make promotions work harder for longer A 10 week campaign period i2c recommendations successfully delivered £56k of incremental revenue for Ryvita, with an additional £17k generated post periodInstore and targeted media worked together to drive revenue and prolonged uplift
13 Sainsbury's and i2c deliver category growth SUMMARYDemonstrating how high visibility media, combined with targeted channels, can drive customers to the aisle and increase awareness of products and price promotions. Benefiting both brands and Sainsbury’s category.OBJECTIVESIncrease awareness of Ribena brandGrow aisle and brand penetrationIncrease promotional effectivenessDrive loyalty to the Ribena brandRESULTSOver a 19 week campaign and 12 week post period, deploying sampling, entrance gates and coupon at till successfully deliveredincremental revenue to Ribena£129kRIBENA CAMPAIGN DELIVERS INCREMENTAL CUSTOMERS TO BRAND AND CATEGORYIncremental revenue %Incremental returning customersIncremental newCustomers8k14kincremental revenueto category£874k6k24k7k17k
14 Sainsbury's and i2c deliver category growth Through increasing penetration of new customers and driving incremental sales from returning customersRibena campaign generated£129kof incremental revenue for Ribena£874kto the squash and cordial aisle
15 SAINSBURY’S AND I2C CONFECTIONERY EVENT DROVE SIGNIFICANT VALUE The Sweetshop Extravaganza event Successfully delivered on Customer, Category and Cadbury goalsThe key objectives for Mondelez were to:Help Sainsbury’s to generate excitement around the Confectionery CategoryDrive penetration by leveraging taste qualities of Cadbury Dairy MilkIncrease customer engagement with the Cadbury brandThe media analysed drove a sales uplift of 4.2% during the campaign period and a further 1.9% post, with a positive return on investmentStores with a combination of all three media drove a sales uplift of 10.1% during the campaign periodCommunicating to customers across multiple touchpoints increases engagement and uplift
16 SAINSBURY’S AND I2C CONFECTIONERY EVENT DROVE SIGNIFICANT VALUE IN AND AROUND STOREAT HOMESainsbury’s MagazineCar Park Posters/BannersTrolleysTV WallOnlineNectar Competition BarkerAisle FinsIn-store BroadcastingIn-store Sampling
17 4/12/2017KEY TAKEAWAYSSainsbury’s have been driving true CCR over a sustained periodCPG collaboration has driven sustainable growthCustomer has become ingrained in strategy and cultureGetting this right can drive significant business improvement
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