PDF of this Case Study

In the run up to World Cup 2006 PG Tips offered an exclusive FREE PG Tips Football Mug with special packs of PG Tips 160s to celebrate our favourite half-time ritual: the tea break. Foot-tea-tastic and the perfect partner for a nail-biting World Cup, but unfortunately England didn’t make it past the quarter finals leaving Sainsbury’s at Jacksons with residual stock.

Mobilize Systems’ solution was to support the pack at the start of the new Premier League season to capture the nation’s love affair with football and a cuppa, all in order to drive sales of the special packs.

The retailer introduced a discount of one-third off the packs which increased sales by approximately three times across the estate. Mobilize Systems used SHOP SCAN SAVE® as a platform to drive sales even further; sending members “Fancy a cuppa? Txt TEA to 62111” by SMS.  Over 10% of the membership base responded to this offer.

SHOP SCAN SAVE® members who responded were offered an additional time-sensitive discount of one-third off.  The offer encouraged customers to go into store immediately and collect their extra discount – driving not only sales but additional footfall to store.

Facts and figures

• Mobilize Systems provided a relevant message for residual stock
  
  
• SHOP SCAN SAVE® increased sales by additional 30%
  
  
• The level of membership interaction was over 8%
  
  
• The redemption for this offer was over 10%
  
  
• Redemption made up on average of 20% SHOP SCAN SAVE® store sales
  
  
• SHOP SCAN SAVE® increased sales and drove footfall to store

Facts and figures

• SHOP SCAN SAVE® increased sales by additional 190%
  
  
• The redemption rate for this offer passed 25%
  
  
• The membership of SHOP SCAN SAVE® increased by over 3%