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Sainsbury’s at Jacksons asked Mobilize Systems to create a bundle of offers around consistent, integrated and appealing themes. The idea was to understand what a sensible campaign could do for sales without being to harsh on margins.
By combining the offers around a theme, i.e. working with psychological products association, the number of redemptions was expected to be higher than if the offers weren’t combined. A three week campaign was created around a breakfast theme. Three texts were sent out at the launch, a header and two follow-up messages which contained the actual offers.
“Morning with SHOP SCAN SAVE®! Wake up with gr8 breakfast deals. Use offers up to 3 times by just showing ur barcode in store. Lost Barcode? Txt BARCODE to 62111.
The offers were on bread, milk, tea and sugar. These were supplemented for members who texted in the keyword “More” as this would flag the member record in the database and send additional breakfast-themed offers including discounts on eggs, coffee and orange juice.
Although the campaign contained one very strong offer, £1.20 off a box of PG Tips with RRP £1.89, that offer did not outperform any of the lower offers, none of which exceeded 30p. Thus, by deploying “loss leader” traffic in the bundle, all products achieved strong redemptions.
A further benefit was that members texted in the word “More” to receive additional offers and both the level of interaction and the redemption rate on the secondary offers were also significantly higher than normal.
In total, the campaign achieved a total redemption rate of 12.9% in only three weeks.
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