Category: Return on Investment
Agency: Affinity ID
Client: Progressive Enterprises
Instead of shouting discounts from letterbox catalogues to all and sundry, this campaign moved Progressive Enterprises into highly personalised communications, seamlessly delivered across both email and web.
The campaign opened up a new, extremely cost effective marketing channel – and it has delivered in triplicate with improved business efficiency, increased sales and improved customer engagement.
Planning for this campaign took place against a backdrop of increasingly tight competition and an unfolding global recession.
Despite these realities, Progressive Enterprises were seeking significant growth in New Zealand via their three retail brands; Foodtown, Woolworths and Countdown.
Their decline in market share over the previous 12 months meant the company faced a substantial marketing challenge. With Pak’n’Save owning the value positioning and New World owning the premium, service and range positioning, the Progressive brands were left largely undistinguished in the middle and in danger of being squeezed into no-man’s land.