W.M. Morrison Supermarkets: Morrisons targeted monthly door drops

This case study explains how Morrisons, the UK supermarket chain, used targeted direct mailings to increase sales.

W.M. Morrison Supermarkets: Morrisons targeted monthly door drops

Result Customer Communications

How did the campaign make a difference?

Morrisons were losing market share to discounters and needed to attract new shoppers whilst retaining existing customers.

Building on last year's Hot Deals, Morrisons incorporated their collector scheme into their leaflets to drive loyalty alongside the targeted couponing that previously proved such a successful sales driver.

Strategy

Significant research identified six key customer segments, which were blended with other data sets and prioritised according to a market share and the competitive landscape of individual stores to optimise targeting at a very precise...

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