The Leaflet Company
Katie Williams, Helen Sawyer, Mark Young, Jill Keen, Julie Ward, Karen Greenslade, Kieran Spottiswoode, Jenny Jenkins.
Other contributor: Red – Creative agency.
WHAT IS WONDERFUL ABOUT THIS WORK?
Somerfield's leaflet links to branding from TV ads. Given that 40% of sales come from promotional offers, the leaflet has to work hard every single week. We've proven this is their best short-term medium bar none, delivering an ROI of £25.60.
To drive footfall and increase sales year on year while defending market share after the company's takeover by the Co-operative Group. To improve promotional participation and increase basket spend. To encourage higher visit frequency.
STRATEGY AND TARGETING
Somerfield's core customers are very price sensitive. They use the leaflet to see promotions and plan their grocery shopping accordingly, looking for quality and good value. The leaflet appeals specifically to this market: they can easily see what's on offer in groupings that reflect shop layout. Targeting is based on proximity to store and behaviour, using both customer data and Provision (a gravity model from CACI). This includes regional differences by fascia, store size, competitor locations and competitor market share by postcode sector.