Using loyalty gamification to lock-in Xmas spend
The Challenge
Christmas is a critical sales period where all the major grocery retailers are hustling for customers, with the ultimate aim of winning their big Christmas shop. We had to give Sainsbury’s regular customers a reason to keep shopping and spending with Sainsbury’s.
Conversation we created
To help steal a march on the competition, and ‘lock-in’ spend throughout the festive period, we targeted known Nectar points collectors (and look-a-likes) and reached out to them in September to encourage them to set a points target that they could then redeem on their Christmas shop.
We used gamification techniques to motivate customers at every stage of their journey. Each piece of activity not only highlighted where customers were in their journey, i.e. it’s November, time for one last points boost… but also included an update on their points total, i.e. you’re nearly there keep going…
As well as offering points boosters, we provided timely inspiration (based on shopper mindset insights) highlighting Sainsbury’s distinctive food offering to give people an extra reason to shop and collect points throughout the campaign period. And if we spotted that customers were flagging; we tailored our comms to nudge them back into action.
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Collect for Christmas
Christmas is a critical sales period where all the major grocery retailers are hustling for customers, with the ultimate aim of winning their big Christmas shop. We had to give Sainsbury’s regular customers a reason to keep shopping and spending with Sainsbury’s.
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