• Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
    • 2011 NZDM Award Winners
    • 2010 NZDM Award Winners
    • 2009 NZDM Award Winners
    • 2008 NZDM Award Winners
Menu
  • Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
    • 2011 NZDM Award Winners
    • 2010 NZDM Award Winners
    • 2009 NZDM Award Winners
    • 2008 NZDM Award Winners

Onecard mySpecials

Awards: RSVP Craft Best Use of email/eCRM Strategy Winner

Entrant: Affinity ID

Nominee: Progressive Enterprises

Entrant Credits: Dave Mansfield, Anna Reid, Rodney Greenfield, Minoru Moore, Chong Li, Bobby Lee, Jing Jin Zhou, Will Reader, Michelle Leach, Nikki Gearing

Nominee Credits: Elizabeth Higgs, Bridget Lamont, Sally Copland

Entry Rationale:

Onecard mySpecials is the first time that any supermarket has been able to apply data-driven marketing principles to promote its full range of weekly specials to individual customers. Each week highly personalised content is produced for each customer by analysing their previous purchases and prior communications. This analysis selects only those specials that reflect each person’s regular shopping basket, and communicates these to them in a personally unique email and web site accessible via login.  We communicate individual product savings, the total basket cost and total savings for each customer. This moves beyond the production of print catalogues to highly personalised communications seamlessly delivered across both email and web.

For customers, great savings on only those products relevant to them are clearly communicated. For the business, a new environment has been created that cost effectively delivers on our objectives of improved business efficiency, increased sales and improved customer engagement.

Copyright © 2019 Marketing Association

  • CONTACT US