The MySainsbury’s online colleague community

This article explains how Sainsbury's, the supermarket chain, replaced its employee research with an online community which allows employees to access information and express opinions.

The MySainsbury's online colleague community

ICM

Summary

Upon engagement by Sainsbury's in December 2011, a business employing over 150,000 colleagues, employee research was managed using an off-the-peg survey tool on a 3000-strong panel. Response rates were low, making it difficult for any meaningful conclusions to be drawn. There was a sense of the Head Office being remote from the rest of the business.

Working in close partnership, the Sainsbury's/ICM Research team has reinvented the meaning of colleague research. With 45,000 active members – and counting – the MySainsbury'sonline community has been essential to the runaway success of the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands