sainsbury’s: winning today’s customers through deep insights david buckingham president, aimia...
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SAINSBURY’S: WINNING TODAY’S CUSTOMERS
THROUGH DEEP INSIGHTS
David BuckinghamPresident,
Aimia US Region ISS
AIMIA MAKES BUSINESS PERSONAL
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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
Aimia provides loyalty solutions for over 100 brands including…
AIMIA IS THE LARGEST LOYALTY COMPANY IN THE WORLD
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AIMIA AND SAINSBURY'S HAVE BEEN DRIVING A SUCCESSFUL PARTNERSHIP FOR MANY YEARS
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.
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THE RELATIONSHIP HAS EXPANDED EXTENSIVELY OVER TIME
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THE LAUNCH OF I2C CHANGED THE FACE OF THE UK SHOPPER MARKETING INDUSTRY
Holistic, insight-led customer analytics and communications
Over 22m transactions per week in 1000 locations 30+ media channels
Loyalty, insights consultancyand CRM planning expertise
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“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
CLASS LEADING INSIGHTCPG’S ACCESS IDENTICAL CUSTOMER DATA TO THE SAINSBURYS TEAMS
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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
I2C BRINGS SUPPLIER INSIGHTS IN SUPPORT OF CATEGORY OBJECTIVES
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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, KPIs Value of each decisionDecision hierarchySize of range tail
I2C COMMUNICATIONMAXIMISE REACH AND RESPONSE WITH AN INTEGRATED CUSTOMER JOURNEY
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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 ANDAROUND STORE
ATHOME
Coupon at Till C@T
Sampling
Mobile App
Sainsbury’s Online
Competition Bakers
New Information Bakers
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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 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 Coupon @ 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
Total Per head
Trolley £59k £0.02
Combined £8k £0.21
Coupon £7k £0.22
Incremental revenue to Ryvita Crispbreads
Incremental revenue to Ryvita Crispbreads (%)
Post 13%
10%
3%
CustomersTrolley
3 weeks – 3mCoupon at Till
3 weeks – 40kCombined
6 weeks – 35k
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526
0%
10%
20%
30%
40%
50%
Campaign period Post period
Pro
mo
tio
n
Pro
mo
tio
n
Trolley Coupon at Till
Post period
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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 period
Instore and targeted media
worked together to drive revenue and
prolonged uplift
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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.
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
£129kincremental revenueto Ribena
incremental revenue to category
Post
During
Post
During
2%
6%
5%
13%
RIBENA CAMPAIGN DELIVERS INCREMENTAL CUSTOMERS TO BRAND AND CATEGORY
Incremental revenue %
Incremental returning customers
Incremental newCustomers
14k
7k
8k
6k
17k
24k
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SAINSBURY'S AND I2C DELIVER CATEGORY GROWTH
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
• 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
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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
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SAINSBURY’S AND I2C CONFECTIONERY EVENT DROVE SIGNIFICANT VALUE
IN AND AROUND STOREAT HOME
Email Sainsbury’s Magazine
In-store Broadcasting
In-store Sampling
TV WallTrolleys
Nectar Competition BarkerOnline Aisle Fins
Car Park Posters/Banners
KEY TAKEAWAYS
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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
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