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...