SAINSBURY’S: WINNING
TODAY’S CUSTOMERS
THROUGH DEEP INSIGHTS
David Buckingham
President,
Aimia US Region ISS
AIMIA MAKES BUSINESS PERSONAL
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
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AIMIA IS THE LARGEST LOYALTY COMPANY IN THE WORLD
Aimia provides loyalty solutions for over 100 brands including…
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AIMIA AND SAINSBURY'S HAVE BEEN DRIVING A
SUCCESSFUL PARTNERSHIP FOR MANY YEARS
MARKETING EFFICIENCIES UNDERLIE OPERATING MARGIN
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.
Aimia has worked with Sainsbury’s to extend its own
brand into categories previously dominated by
branded products.
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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 consultancy
and CRM planning expertise
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“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.”
“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.”
UNILEVER
SAINSBURY’S
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CLASS LEADING INSIGHT
CPG’S ACCESS IDENTICAL CUSTOMER DATA TO THE SAINSBURYS TEAMS
SELF SERVE
• 100% EPOS and Customer data
over 2 yrs
• Daily data, delivered weekly
• Highly granular – SKU, customer,
transaction level
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
RETAIL CONSULTANCY
• Taking insight to action
• Aligned to Sainsbury’s category teams
• Facilitate better conversations with
Sainsbury’s on insight
• Advanced analytical techniques
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I2C BRINGS SUPPLIER INSIGHTS IN SUPPORT OF
CATEGORY OBJECTIVES
Landscape, KPIs
Size of range tail
Decision hierarchy
Value of each decision
PROJECT KICK-OFF
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
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.
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I2C COMMUNICATION
MAXIMISE REACH AND RESPONSE WITH AN INTEGRATED CUSTOMER JOURNEY
TARGETED ONLINE COVERAGE
Mobile App
TRIGGERS FOR PURCHASE CONSIDERATION
Entrance Gates
Trolley and Basket Advertising
Sainsbury’s Online
New Information Bakers
Email
AT
HOME
IN AND
AROUND
STORE
Competition Bakers
Social Media
FOLLOW UP AND LOCK IN
Direct Mail
Sampling
Milk Advertising
Coupon at Till
C@T
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SAINSBURY'S AND I2C MAKE PROMOTIONS
WORK HARDER FOR LONGER
SUMMARY
OBJECTIVES
RESULTS
Demonstrating how high visibility media can
drive awareness of price promotion, whilst
also targeting a smaller group of preferred
customers drives campaign efficiency
• Increase awareness and sales of Ryvita brand
• Awareness of new packaging and key SKUs
• Maximise visibility of
Demonstrating how high visibility media can
drive awareness of price promotion, whilst
also targeting a smaller group of preferred
customers drives campaign efficiency
in-store £1 price promotion
• Follow-up previous Coupon @ Till redeemers
Incremental revenue to Ryvita Crispbreads (%)
Post period
Total
Per head
£59k
£0.02
Combined
£8k
£0.21
Coupon
£7k
£0.22
Trolley
50%
30%
20%
10%
Promotion
40%
Promotion
Customers
Trolley
3 weeks – 3m
Coupon at Till
3 weeks – 40k
Combined
6 weeks – 35k
Incremental revenue to Ryvita Crispbreads
Post
3%
10%
13%
0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
Trolley
Coupon at Till
Campaign period
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
SUMMARY
OBJECTIVES
RESULTS
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.
•
•
•
•
Over a 19 week campaign and
12 week post period, deploying
sampling, entrance gates and
coupon at till successfully delivered
Increase awareness of Ribena brand
Grow aisle and brand penetration
Increase promotional effectiveness
Drive loyalty to the Ribena brand
RIBENA CAMPAIGN DELIVERS INCREMENTAL CUSTOMERS TO BRAND AND CATEGORY
Incremental returning
customers
Incremental
revenue %
During
13%
Post
5%
During
Post
6%
2%
£874k
incremental
revenue
to category
Incremental new
Customers
8k
14k
6k
24k
£129k
incremental
revenue
to Ribena
7k
17k
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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
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SAINSBURY’S AND I2C CONFECTIONERY EVENT
DROVE SIGNIFICANT VALUE
• 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
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
AT HOME
Email
Sainsbury’s
Magazine
Online
IN AND AROUND STORE
Nectar Competition Barker
TV Wall
Trolleys
Car Park
Posters/Banners
Aisle Fins
In-store
Broadcasting
In-store Sampling
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KEY TAKEAWAYS
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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