Campaign details
Brand: Sainsbury'sAdvertiser: Sainsbury'sAgency: Table19Country: UK
Campaign Overview
Causing a stir by crowning champion customers
Sainsbury's needed a way to maintain the loyalty and spend of its most valuable customers while dialling back the consistent flow of margin-busting money-off and points coupons they had come to expect.
Strategy
Insight showed that by serving its most loyal customers regular rewards, Sainsbury's had 'trained' them to expect money-off and points-based coupons every time they were contacted by the grocer.
The retailer was effectively paying for their loyalty. This posed a challenge in an ever-changing...