Onecard mySpecials involves the weekly production of emails totally unique to each customer
driven by product selection, product variety, product display order, basket totals and savings totals, and store-specific pricing, based on extensive behaviour and purchasing pattern tracking.

Creatively the highly personalised nature of these emails is reinforced by the use of a custom alphabet font built from real product packaging for name display in the email header.  Each subject line is uniquely personalised, referencing both the customer’s name and their local store.

In-email search functionality has been developed to provide seamless transport to each customer’s personalised website where they can search for and add further products to their personal shopping list.