SuperValu Real Rewards

o 221 stores nationwideo Fob based loyalty programo Almost 1 million active Real

Rewards memberso Leading grocery share with 23%

of market (as of 24.04.16, Kantar)

What…

…is the objective?o Identify customer segment within the Real Rewards

membership base with potential for Long-term loyalty Increase in sales

o Develop mechanic to offer this group a ‘Real Reward’ for loyaltyo Test the mailing with five stores with view to national roll outo Possibility of looking outside current Real Rewards membership

Who…

…do we target?o Conduct strategic analysis of Real Rewards database to identify

best potential growth segments - Identified families as key high-value segment

o Conscious of current CRM campaigns targeting existing family segments to increase their spend

o What segment can we access outside of the Real Rewards database – what 3rd party can we link with to speak to a new audience?

New Parents!

Why…

…New Parents?o Long term potential as family growso Large focus on growing Baby Category in first half of 2015 so

already a lot of in-store presenceo Accessibility to the Eumom membershipo Key stage of their lives

Acknowledge and support them - make it about THEM, not just baby

How?o Send out physical Discount Card offering 10% off

total ALL grocery spendo Develop name to communicate offeringo Create engaging design in line with in-store Baby

Category POS

Billo Mine data for viable members

Active members Who STARTED purchasing identified

Baby Category products in last 3 months Who continued to purchase within recent weeks Full name & address only

Why…

…Direct Mail??o Very small numberso Delivery of physical discount cardo Engaging personalised communication

Tiny Tots 10% Treat Campaign

o Bespoke envelopeo Immediate engagemento Tiny Tots name front

and centre

o Key message that this for the parent, not the child

o Digitally printed Small numbers Quality of print Highly personalised

o Plastic card for qualityand durability

o Explicit mention of 10% on the card

o Personalised barcode to track customer redemption and purchase information

o Shorted T&C’s for easy accessibility