ignition tiny tots 10% treat campaign - yveanne walshe
TRANSCRIPT
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SuperValu Real Rewards
o 221 stores nationwideo Fob based loyalty programo Almost 1 million active Real
Rewards memberso Leading grocery share with 23%
of market (as of 24.04.16, Kantar)
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What…
…is the objective?o Identify customer segment within the Real Rewards
membership base with potential for Long-term loyalty Increase in sales
o Develop mechanic to offer this group a ‘Real Reward’ for loyaltyo Test the mailing with five stores with view to national roll outo Possibility of looking outside current Real Rewards membership
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Who…
…do we target?o Conduct strategic analysis of Real Rewards database to identify
best potential growth segments - Identified families as key high-value segment
o Conscious of current CRM campaigns targeting existing family segments to increase their spend
o What segment can we access outside of the Real Rewards database – what 3rd party can we link with to speak to a new audience?
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New Parents!
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Why…
…New Parents?o Long term potential as family growso Large focus on growing Baby Category in first half of 2015 so
already a lot of in-store presenceo Accessibility to the Eumom membershipo Key stage of their lives
Acknowledge and support them - make it about THEM, not just baby
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How?o Send out physical Discount Card offering 10% off
total ALL grocery spendo Develop name to communicate offeringo Create engaging design in line with in-store Baby
Category POS
Billo Mine data for viable members
Active members Who STARTED purchasing identified
Baby Category products in last 3 months Who continued to purchase within recent weeks Full name & address only
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Why…
…Direct Mail??o Very small numberso Delivery of physical discount cardo Engaging personalised communication
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Tiny Tots 10% Treat Campaign
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o Bespoke envelopeo Immediate engagemento Tiny Tots name front
and centre
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o Key message that this for the parent, not the child
o Digitally printed Small numbers Quality of print Highly personalised
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o Plastic card for qualityand durability
o Explicit mention of 10% on the card
o Personalised barcode to track customer redemption and purchase information
o Shorted T&C’s for easy accessibility