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How Nectar is digitising Shopper Marketing at Sainsbury’s
James Moir, Managing Director
12th March 2019
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Shopper Marketing
today
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Customer and industry expectations continue to rapidly evolve
IAB 2018
• Smartphone penetration is now 87%
• Smartphones are viewed 52 times per
day on average
• 45% of digital advertising is now on a
smartphone
• 11% of Smartphone users browse shopping
sites every day
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Social media spend expected to double in next 5 years
18.5%
13%9.8%
Current levels
Over the next 12 months
In the next 5 years The CMO Survey 2018
CMO’s are concerned that they cannot
measure ROI;
• 53%… say data-driven marketing is the highest
priority
• 59%… do not have the right technology to
maximise the marketing impact
• 57%… are not able to measure their current
marketing return on investment
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How we are thinking about the
An enhanced digital
experience for our
customers that delivers
greater utility & value Greater performance and
more transparency for
brands’ digital advertising
investment
future
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Digitising the programme
Fully digital scheme
Different approach
to point allocation
Personalisation driven by
machine learning
Refreshed Nectar
brand
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• Going digital created an expectation of excellence and ease
• Customers expect the ability to access and service account management tools for their Nectar accounts via the new app
• While customers loved the personalised offers, they like the steady value and flexibility of an always-on reward
• Customers want a single, simple destination for all of their value and offers
• Customers are using digital offers as a new form of shopping list
• Customers need time to adapt to a digital-only proposition, with the use of traditional media used to support the transition
What our trials tell us about what our customers value most
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A connected digital ecosystem
Single digital experience Personalised experience Partner integration
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Delivering greater performance and transparency
We take your objectives
to select the best
audience based on
millions of real shoppers
- never assumptions.
We serve relevant ads to
this audience across
digital devices on
Facebook, Instagram
and display.
By looking at the
shopping behaviour of
people exposed to the
ads online we can
evaluate against
campaign objectives.
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HOW• Loyalty tiers
• Online
WHY• Health & Wellness
• Health exclusion
• Customer missions
WHAT• My Shopping
• Category Purchase
WHO• Household
• DemographicsPLATFORMS
Spotify / Facebook / Instagram
Twitter / Snap Chat/ Oath
Global Radio
DSPs
Google DBM / The Trade Desk /
AppNexus
Using offline data to personalise digital display & social advertising
LIVERAMP
Data matching and distribution
CONNECTED TV
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Digital campaigns increase both brand favourability and awareness
These are results from digital campaigns we have run in a joint study with the IAB, the Digital Advertising industry body.
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Targeted digital display can effectively drive an uplift in new customers
Our aim was to support this niche and distinctive brand in
driving awareness; to acquire new shoppers, retain lapsed
shoppers and grow
the base.
Consumer base:
• Lapsed brand customers
• Existing brand customers
• Buyers of other brands
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Online and Offline Activation –Case Study
• 14 media channels over 3 phases
• 34 brands activated
• 6.4m OTS (opportunities to see)
• 3.6% incremental beauty sales
• 3.7% incremental shoppers, 45% where new
shoppers
• 10% increase in incremental sales
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An enhanced digital
experience for our
customers, that
delivers greater utility
& value
Greater performance and
more transparency for
brands’ digital
advertising investment
Digital Shopper Marketing must deliver relevance, value and utility for the customer
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Thank you