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.