Seiyu-Walmart: Sageriku (Discount Request)

Seiyu, the Japanese supermarket chain, wanted to be recognised as a 'low-price' retailer. To achieve this aim, it launched a campaign that was structured around a competition: giving shoppers a chance to choose the products and set the prices they wanted to pay by allowing them to make "discount requests" via online and mobile channels.

Seiyu-Walmart: Sageriku (Discount Request)

Casey Grant and David Marquez-Clemente

Campaign details

Brand owner: SEIYUAgency: McCann WorldgroupBrand: SagerikuCountry: JapanChannels used: Internet - display, Internet - microsites, widgets, Internet - search, Mobile and apps, Newspapers, Point-of-purchase, in-store media, Sales promotion, Social media, Television, Word of mouth and viralMedia budget:500k - 1 million

Executive summary

Retailers everywhere usually offer price discounts on excess goods. But what if a supermarket listened and gave shoppers a chance to choose the products and set the price? That is the strength of 'Sageriku', a Japanese word...

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