Presentation is loading. Please wait.

Presentation is loading. Please wait.

SAINSBURY’S: WINNING TODAY’S CUSTOMERS THROUGH DEEP INSIGHTS David Buckingham President, Aimia US Region ISS.

Similar presentations


Presentation on theme: "SAINSBURY’S: WINNING TODAY’S CUSTOMERS THROUGH DEEP INSIGHTS David Buckingham President, Aimia US Region ISS."— Presentation transcript:

1 SAINSBURY’S: WINNING TODAY’S CUSTOMERS THROUGH DEEP INSIGHTS David Buckingham President, Aimia US Region ISS

2 AIMIA MAKES BUSINESS PERSONAL 2 We inspire loyalty by creating deep and lasting relationships that are relevant, rewarding and fun Helping modern companies do what a traditional corner shop would do

3 Aimia provides loyalty solutions for over 100 brands including… AIMIA IS THE LARGEST LOYALTY COMPANY IN THE WORLD 3

4 AIMIA AND SAINSBURY'S HAVE BEEN DRIVING A SUCCESSFUL PARTNERSHIP FOR MANY YEARS 4 MARKETING EFFICIENCIES UNDERLIE OPERATING MARGIN Aimia has worked with Sainsbury’s to extend its own brand into categories previously dominated by branded products. OWN BRAND SALES PENETRATION GROWTH Leveraging Nectar insight to reduce wastage and increase targeted, personalized marketing has helped contribute to Sainsbury’s growing its operating profit year after year.

5 THE RELATIONSHIP HAS EXPANDED EXTENSIVELY OVER TIME 5

6 THE LAUNCH OF I2C CHANGED THE FACE OF THE UK SHOPPER MARKETING INDUSTRY 6 Holistic, insight-led customer analytics and communications Over 22m transactions per week in 1000 locations 30+ media channels Loyalty, insights consultancy and CRM planning expertise

7 7 “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 “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

8 CLASS LEADING INSIGHT CPG’S ACCESS IDENTICAL CUSTOMER DATA TO THE SAINSBURYS TEAMS 8 SELF SERVE 100% EPOS and Customer data over 2 yrs Daily data, delivered weekly Highly granular – SKU, customer, transaction level RETAIL CONSULTANCY Taking insight to action Aligned to Sainsbury’s category teams Facilitate better conversations with Sainsbury’s on insight Advanced analytical techniques QUALITATIVE RESEARCH Provides the customer voice in our tailored retail consultancy solution Using Sainsbury’s transaction and SKU level data we are able to accurately target consumers based on real behaviours Delivers the ‘why’ behind the ‘what’ for true holistic insight

9 I2C BRINGS SUPPLIER INSIGHTS IN SUPPORT OF CATEGORY OBJECTIVES 9 PROJECT KICK-OFF Identify work done to date Align to sainsbury’s objectives Agree target suppliers on board INTERIM INSIGHTS REVIEW i2c facilitate workshop attended by Sainsbury’s and supplier to agree top line decisions from CDH INSIGHTS DELIVERY PHASE 2 AND FINAL REVIEW i2c complete CDH, write up and support supplier’s final presentation to Sainsbury’s. Next steps are agreed. Range go-live POST IMPLEMENTATION REVIEW i2c delivers agreed PIR work to supplier with findings and recommendations. SUPPLIER INSIGHTS DELIVERY PHASE 1 Kick 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 workshop Landscape, KPIsValue of each decision Decision hierarchy Size of range tail

10 I2C COMMUNICATION MAXIMISE REACH AND RESPONSE WITH AN INTEGRATED CUSTOMER JOURNEY 10 TARGETED ONLINE COVERAGE TRIGGERS FOR PURCHASE CONSIDERATION FOLLOW UP AND LOCK IN Social Media Direct Mail Milk Advertising Entrance Gates Trolley and Basket Advertising IN AND AROUND STORE AT HOME Coupon at Till Sampling Mobile App Sainsbury’s Online Competition Bakers New Information Bakers

11 SAINSBURY'S AND I2C MAKE PROMOTIONS WORK HARDER FOR LONGER 11 SUMMARY Demonstrating how high visibility media can drive awareness of price promotion, whilst also targeting a smaller group of preferred customers drives campaign efficiency OBJECTIVES Increase awareness and sales of Ryvita brand Awareness of new packaging and key SKUs Maximise visibility of in-store £1 price promotion Follow-up previous Till redeemers RESULTS Demonstrating how high visibility media can drive awareness of price promotion, whilst also targeting a smaller group of preferred customers drives campaign efficiency TotalPer head Trolley £59k£0.02 Combined £8k£0.21 Coupon £7k£0.22 Incremental revenue to Ryvita Crispbreads Incremental revenue to Ryvita Crispbreads (%) Customers Trolley 3 weeks – 3m Coupon at Till 3 weeks – 40k Combined 6 weeks – 35k Campaign period Post period Promotion Trolley Coupon at Till Post period

12 SAINSBURY'S AND I2C MAKE PROMOTIONS WORK HARDER FOR LONGER 12 A 10 week campaign period i2c recommendations successfully delivered £56k of incremental revenue for Ryvita, with an additional £17k generated post period Instore and targeted media worked together to drive revenue and prolonged uplift

13 SAINSBURY'S AND I2C DELIVER CATEGORY GROWTH 13 SUMMARY Demonstrating 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. OBJECTIVES Increase awareness of Ribena brand Grow aisle and brand penetration Increase promotional effectiveness Drive loyalty to the Ribena brand RESULTS Over a 19 week campaign and 12 week post period, deploying sampling, entrance gates and coupon at till successfully delivered £874k £129k incremental revenue to Ribena incremental revenue to category RIBENA CAMPAIGN DELIVERS INCREMENTAL CUSTOMERS TO BRAND AND CATEGORY Incremental revenue % Incremental returning customers Incremental new Customers 14k 7k 8k 6k 17k 24k

14 SAINSBURY'S AND I2C DELIVER CATEGORY GROWTH 14 Through increasing penetration of new customers and driving incremental sales from returning customers Ribena campaign generated £129k of incremental revenue for Ribena £874k to the squash and cordial aisle

15 The Sweetshop Extravaganza event Successfully delivered on Customer, Category and Cadbury goals The key objectives for Mondelez were to: Help Sainsbury’s to generate excitement around the Confectionery Category Drive penetration by leveraging taste qualities of Cadbury Dairy Milk Increase customer engagement with the Cadbury brand SAINSBURY’S AND I2C CONFECTIONERY EVENT DROVE SIGNIFICANT VALUE 15 The media analysed drove a sales uplift of 4.2% during the campaign period and a further 1.9% post, with a positive return on investment Stores with a combination of all three media drove a sales uplift of 10.1% during the campaign period Communicating to customers across multiple touchpoints increases engagement and uplift

16 SAINSBURY’S AND I2C CONFECTIONERY EVENT DROVE SIGNIFICANT VALUE 16 IN AND AROUND STORE AT HOME Sainsbury’s Magazine In-store Broadcasting In-store Sampling TV Wall Trolleys Nectar Competition BarkerOnline Aisle Fins Car Park Posters/Banners

17 KEY TAKEAWAYS 17 Sainsbury’s have been driving true CCR over a sustained period CPG collaboration has driven sustainable growth Customer has become ingrained in strategy and culture Getting this right can drive significant business improvement


Download ppt "SAINSBURY’S: WINNING TODAY’S CUSTOMERS THROUGH DEEP INSIGHTS David Buckingham President, Aimia US Region ISS."

Similar presentations


Ads by Google