1. Sainsbury’s: Winning today’s customers through deep insights
David Buckingham
President, Aimia US Region ISS

2. AImia MAKEs BUSINESS PERSONAL
We inspire loyalty by creating deep and lasting relationships that are relevant, rewarding and fun
Helping modern companies do what a traditional corner shop would do

3. AIMIA IS THE LARGEST LOYALTY COMPANY IN THE WORLD
Aimia provides loyalty solutions for over 100 brands including…

4. 4/12/2017
Aimia and Sainsbury's have been driving a SUCCESSFUL PARTNERSHIP for many years
MARKETING EFFICIENCIES UNDERLIE OPERATING MARGIN
OWN BRAND SALES PENETRATION GROWTH
Leveraging Nectar insight to reduce wastage and increase targeted, personalized marketing has helped contribute to Sainsbury’s growing its operating profit year after year.
Aimia has worked with Sainsbury’s to extend its own brand into categories previously dominated by branded products.

5. The relationship has expanded extensively over time
4/12/2017
The relationship has expanded extensively over time

6. 4/12/2017
the launch of i2c changed the face of the UK shopper marketing industry
Over 22m transactions per week in 1000 locations 30+ media channels
Holistic, insight-led customer analytics and communications
Loyalty, insights consultancy and CRM planning expertise

7. 4/12/2017
“The creation of i2c has been a game changer in the way we have used customer insights to plan, execute and evaluate multi-channel shopper marketing campaigns.”
UNILEVER
“It’s a win-win for both customers and suppliers. This means more timely, relevant and accessible offers for customers based on their likes and dislikes, while brands benefit from an end-to-end insight based marketing solution and greater ROI.”
SAINSBURY’S

8. Class leading insight CPG’s ACCESS IDENTICAL CUSTOMER DATA TO THE SAINSBURYS TEAMS
QUALITATIVE RESEARCH
Provides the customer voice in our tailored retail consultancy solution
Using Sainsbury’s transaction and SKU level data we are able to accurately target consumers based on real behaviours
Delivers the ‘why’ behind the ‘what’ for true holistic insight
SELF SERVE
100% EPOS and Customer data over 2 yrs
Daily data, delivered weekly
Highly granular – SKU, customer, transaction level
RETAIL CONSULTANCY
Taking insight to action
Aligned to Sainsbury’s category teams
Facilitate better conversations with Sainsbury’s on insight
Advanced analytical techniques

9. i2c brings supplier insights in support of category objectives
4/12/2017
i2c brings supplier insights in support of category objectives
SUPPLIER INSIGHTS DELIVERY PHASE 1
Kick off meeting with agreed suppliers and category team. i2c provide category landscape and build CDH. Start to understand key decisions in ranging tree, writing up the top line findings/thoughts ready for interim insights review workshop
Landscape, KPIs
Value of each decision
Decision hierarchy
Size of range tail
PROJECT KICK-OFF
Identify work done to date
Align to sainsbury’s objectives
Agree target suppliers on board
Range go-live
INTERIM INSIGHTS REVIEW
i2c facilitate workshop attended by Sainsbury’s and supplier to agree top line decisions from CDH
INSIGHTS DELIVERY PHASE 2 AND FINAL REVIEW
i2c complete CDH, write up and support supplier’s final presentation to Sainsbury’s. Next steps are agreed.
POST IMPLEMENTATION REVIEW
i2c delivers agreed PIR work to supplier with findings and recommendations.

10. TARGETED ONLINE COVERAGE
4/12/2017
i2c communication maximise reach and response with an integrated customer journey
TARGETED ONLINE COVERAGE
TRIGGERS FOR PURCHASE CONSIDERATION
Mobile App
Entrance Gates
Trolley and Basket Advertising
Sainsbury’s Online
New Information Bakers AT
HOME
IN AND AROUND STORE
Competition Bakers
Social Media
Sampling
FOLLOW UP AND LOCK IN
Coupon at Till
Direct Mail
Milk Advertising

11. Sainsbury's and i2c make promotions work harder for longer
SUMMARY
Demonstrating how high visibility media can drive awareness of price promotion, whilst also targeting a smaller group of preferred customers drives campaign efficiency
OBJECTIVES
Increase awareness and sales of Ryvita brand
Awareness of new packaging and key SKUs
Maximise visibility of in-store £1 price promotion
Follow-up previous Till redeemers
RESULTS
Demonstrating how high visibility media can drive awareness of price promotion, whilst also targeting a smaller group of preferred customers drives campaign efficiency
Incremental revenue to Ryvita Crispbreads
Total
Per head
Trolley
£59k
£0.02
Combined
£8k
£0.21
Coupon
£7k
£0.22
Customers
Trolley
3 weeks – 3m
Coupon at Till
3 weeks – 40k
Combined
6 weeks – 35k
Incremental revenue to Ryvita Crispbreads (%)
Post period
Promotion
Promotion
Trolley
Campaign period
Coupon at Till
Post period

12. Sainsbury's and i2c make promotions work harder for longer
A 10 week campaign period i2c recommendations successfully delivered £56k of incremental revenue for Ryvita, with an additional £17k generated post period
Instore and targeted media worked together to drive revenue and prolonged uplift

13. Sainsbury's and i2c deliver category growth
SUMMARY
Demonstrating how high visibility media, combined with targeted channels, can drive customers to the aisle and increase awareness of products and price promotions. Benefiting both brands and Sainsbury’s category.
OBJECTIVES
Increase awareness of Ribena brand
Grow aisle and brand penetration
Increase promotional effectiveness
Drive loyalty to the Ribena brand
RESULTS
Over a 19 week campaign and 12 week post period, deploying sampling, entrance gates and coupon at till successfully delivered
incremental revenue to Ribena
£129k
RIBENA CAMPAIGN DELIVERS INCREMENTAL CUSTOMERS TO BRAND AND CATEGORY
Incremental revenue %
Incremental returning customers
Incremental new
Customers 8k
14k
incremental revenue
to category
£874k 6k
24k 7k
17k

14. Sainsbury's and i2c deliver category growth
Through increasing penetration of new customers and driving incremental sales from returning customers
Ribena campaign generated
£129k
of incremental revenue for Ribena
£874k
to the squash and cordial aisle

15. SAINSBURY’S AND I2C CONFECTIONERY EVENT DROVE SIGNIFICANT VALUE
The Sweetshop Extravaganza event Successfully delivered on Customer, Category and Cadbury goals
The key objectives for Mondelez were to:
Help Sainsbury’s to generate excitement around the Confectionery Category
Drive penetration by leveraging taste qualities of Cadbury Dairy Milk
Increase customer engagement with the Cadbury brand
The media analysed drove a sales uplift of 4.2% during the campaign period and a further 1.9% post, with a positive return on investment
Stores with a combination of all three media drove a sales uplift of 10.1% during the campaign period
Communicating to customers across multiple touchpoints increases engagement and uplift

16. SAINSBURY’S AND I2C CONFECTIONERY EVENT DROVE SIGNIFICANT VALUE
IN AND AROUND STORE
AT HOME
Sainsbury’s Magazine
Car Park Posters/Banners
Trolleys
TV Wall
Online
Nectar Competition Barker
Aisle Fins
In-store Broadcasting
In-store Sampling

17. 4/12/2017
KEY TAKEAWAYS
Sainsbury’s have been driving true CCR over a sustained period
CPG collaboration has driven sustainable growth
Customer has become ingrained in strategy and culture
Getting this right can drive significant business improvement