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    • 2019 NZDM Awards Winners
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Converting Insights to Sales – Store by Store

Awards: Nexus Customer and Market Insight Gold

Entrant: Affinity ID

Nominee: Progressive Enterprises

Entrant Credits: Dave Mansfield, Nikki Gearing, Will Reader, Anna Reid, Rachel Chen, Jin Zhou

Nominee Credits: Bridget Lamont, Andy Johnson, Shelley Fuller

Entry Rationale:

Progressive Enterprises operates 52 stores in Auckland, so a drop in sales in the region was a serious issue. Whether ongoing rebranding to new-generation Countdown stores, a simultaneous programme of inconvenient refurbishments or increasingly cut-throat competition was to blame, a solution needed to be found.

Individual shopping patterns, transaction by transaction, were examined across a 16 week period to find which customer segments had changed behaviour. Interestingly, one store’s 7% downturn was primarily attributed to a change in shopping patterns in a mere 763 households, with 63% of these in the same attitudinal shopping segment.
Above-the-line media was adjusted, underpinned by a dedicated email campaign targeting each store’s catchment.

The results show an outstanding example of insightful data analytics being swiftly applied to a significant business issue. The analytics were conducted and marketing implemented in two weeks.  Within four weeks of intervention, sales in one of the two specific stores had returned to year-on-year growth and at the other store sustained 7.5% year-on-year growth levels were achieved.

The addition of email fo

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