Nikki Gilliland says, “For the average shopper, supermarket loyalty is a thing of the past.

With price and proximity being two of the most important factors in where people shop, it’s usually a case of whatever makes life easier.

Waitrose, a supermarket well known for its middle class ‘essentials’, is attempting to change this attitude with a new focus on digital personalisation.

Creating incentives

Last year the company delved into patterns of consumer behaviour, discovering that if a customer shops online five times, their loyalty is more likely to be retained long-term.

Using this insight, Waitrose worked with Monetate to roll out a campaign in order to ensure customers reached the milestone.

Sending unique codes every time a new customer placed an order, it offered an £80 discount spread over five separate shops, encouraging shoppers to return time again”.

How Waitrose is using personalisation to increase conversions

Econsultancy

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