The purpose of the sales generation programme was to drive incremental sales from Onecard customers by improving the promotion of all weekly specials and deals from across the full range of supermarket products. The weekly digital marketing programme delivers highly-personalised content to individual customers and is fully integrated across both email and the mySpecials website. Each customer’s previous purchasing history is analysed to identify and prioritise which products will be most relevant for them to hear about that week.
The personalised shopping list created for each customer enables the marketing team to focus on total basket savings for each customer. Email is used to promote the top 10 most relevant products, while the website is used to enable customers to explore and find all specials that are relevant to them including those that are not promoted in other media.
By September 2009, customer engagement was outstanding, with an open rate of 52.2% and a click through rate of 30.5%. In addition 78.6% of customers who opened the email were converted to sale (compared to conversion to sale of approximately 45% for unpersonalised and untargeted emails) and incremental sales targets were achieved.