Retail Media Radar: June’s best practice
Each month we look at retail innovation and best practice around the world. Here is a small selection of great UK examples that we’ve seen in recent weeks.
1. Sainsbury’s Diet Coke: loyalty pricing + creative branded competition
Sainsbury’s teamed up with Diet Coke to offer shoppers the chance to win £100 worth of Nectar points.
A total of 100 hand-painted ‘Nectar Purple’ Diet Coke cans have been hidden inside packs available across Sainsbury’s stores and online.
Buying a multi-pack that contains one of the limited-edition cans wins the customer 20,000 Nectar points (worth £100).
Sainsbury’s also used loyalty pricing to slash the price of 24x300ml packs of Diet Coke by 37% to £6.75 for Nectar loyalty members only.
The promotion has significant Retail Media activation in-store, across Sainsbury’s/Nectar digital channels and across social media.
Promotion runs from 29 May to 18 June.
More information: https://www.grocerygazette.co.uk/2024/05/28/sainsburys-nectar-purple-coke/
2. Marks & Spencer: Panini Football Sticker Promotion
M&S is giving away collectable football stickers to coincide with the UEFA European Football Championships.
M&S have partnered with Panini football sticks and the Football Associations of England/Wales/Scotland & Northern Ireland.
Shoppers can collect a pack of four stickers with every £20 spent in-store.
Exclusive Panini sticker albums are also available to buy for £3 and displayed in-store.
There are 50 stickers to collect per album, made up of the men’s and women’s players and managers.
M&S is also encouraging shoppers to use their local store’s Facebook page to swap cards with people in their area.
The sticker album promotion is part of M&S’s ‘Eat Well, Play Well’ campaign, which uses the sporting partnership to encourage healthy eating.
More information: https://www.marksandspencer.com/c/food-to-order/health/healthy-eating
3. Tesco & PepsiCo – UEFA Champions League Final Wembley Store Wrap
PepsiCo are a key UEFA Champions League football sponsor, and the 2024 Champions League final took place on June 1st at Wembley in London.
PepsiCo worked with Tesco to wrap the entire exterior of Tesco’s Wembley supermarket with Pepsi/Walkers Crisps/Doritos branded retail media.
The campaign was designed “to create an immersive experience reinforcing PepsiCo's commitment to being at the forefront of sports sponsorship and fan engagement".
In addition to the promotional wrap on the building’s exterior, the campaign featured exclusive in-store promotions for shoppers.
More information: Retail Gazette 21 May 2024 https://www.retailgazette.co.uk/blog/2024/05/tesco-wembley-pepsico/)
4. Tesco Clubcard: Gamified shopper challenges
Tesco has created a “hyper-personalised” Clubcard promotion that creates personalised ‘shopper challenges’ for millions of its Clubcard loyalty members.
Tesco is heavily pushing the “artificial intelligence” angle in their press releases, but this feels like clever data analytics, customer targeting & some machine learning.
The key focus of the personalised challenges is to drive incremental customer behaviour – tailored for each customer:
Across themed categories e.g. spending £20 in Tesco’s summer BBQ range.
Within categories e.g. spending £10 on plant-based meals.
Customers can choose to participate in 10 of 20 different personalised challenges and collect up to £50 in loyalty points.
Those can be turned into up to £100 worth of rewards with more than 100 reward partners on its loyalty scheme, such as Pizza Express.
Tesco said it was seeking to ramp up its use of personalised loyalty, having already issued nearly 300 million personalised coupons to customers in the past year.
More information: https://www.tescoplc.com/tesco-brings-its-ai-game-to-new-clubcard-challenges/
5. Morrisons: hyper-personalised offers for ‘Morrison’s More’ loyalty cardholders
Another good example of targeted offers and spend-stretch activity is Morrison’s ‘My Points Boosters’ scheme.
This is part of Morrisons ‘More’ loyalty programme and was launched earlier this year.
“My Points Boosters” are personalised offers that allow customers to earn bonus loyalty points.
Morrison’s loyalty customers can select up to 10 offers from a personalised list of 20 relevant offers.
Offers can also be based on product, category & basket or spend/frequency to drive incrementality.
