Clubcard Anniversary – Making it Personal at the Till

Foodstuffs South Island / Justone CHANNEL GOLD - DIRECT RESPONSE (ANY MEDIA)

A new channel for email acquisition was tested in New World’s South Island stores by targeting customers who had not previously provided an email address via the till receipt. Additionally, a competition was run among stores to win the coveted 'Clubcard Cup', along with a morning tea shout for the store that performed the best at acquiring the most new email addresses and increasing the Clubcard scan rate. The instant gratification incentive of five bonus Fly Buys points proved to be a much more appealing incentive for customers to sign up for Clubcard emails than previous ‘be in to win’ incentives.