Onecard mySpecials is the first time that any New Zealand retailer has been able to apply data-driven marketing principles to promote its full range of weekly specials to individual customers. The programme promotes a vastly bigger range of weekly specials compared to traditional print catalogues, analyses the purchasing history of individual customers to prioritise relevant product offers for each, and delivers these to their inboxes with rapid turnaround.
The platform optimises the matching of what is on sale to the right individual customer, at the right time. This moves beyond the production of static print catalogues to highly personalised communications seamlessly integrated across both email and web. From the customer’s perspective, this delivers communications that recommend products that are relevant to them, at a discounted price. From the business perspective, a new environment has been created that cost-effectively delivers improved business efficiency, increased sales and improved customer engagement.