2014 Bronze Best Use of Door Drops

Client Wm. Morrison Supermarkets PLC

How did the campaign make a difference? Morrisons were losing market share to discounters and needed to attract new shoppers whilst retaining existing customers.

Building on last year’s Hot Deals, Morrisons incorporated their collector scheme into their leaflets to drive loyalty alongside the targeted couponing that previously proved such a successful sales driver.

Strategy Significant research identified six key customer segments, which were blended with other data sets and prioritised according to a market share and the competitive landscape of individual stores to optimise targeting at a very precise level.

The door drop campaign was integrated with the wider strategy for the ‘Payback Bonus’ loyalty scheme, wherein customers who spend £40 for a number of weeks get money off at the end. This aligned strategy resulted in leaflets with targeted coupons being delivered to homes in either the previous or first week of the scheme, with the campaign being repeated throughout the year.

A key objective was to drive new and lapsed customers into store and into the ‘Payback Bonus’ scheme – fostering loyalty and repeat visits. Primary customers were also a key target to encourage retention.

Creativity The aim was to demonstrate the breadth of offers at Morrisons, with prices compared to competitors’ to justify the ‘everyday low prices’ campaign message.

Well-received designs from the 2013 campaign were evolved – aligning with Morrisons’ key 2014 campaigns whilst maintaining their unique, disruptive format to ensure everything resonated with the customer. Eye-catching covers upheld Morrisons’ identity whilst promoting key offers. Products for each version of the leaflet were selected and weighted to suit the specific audience. Motivational headlines gave strong calls to action. Product selections were easy to navigate and presented in a way that engaged with each segment’s shopping behaviour whilst simultaneously creating an identity. Taking essential learnings from last year’s campaign, offers were tailored to customer type – with different types and amounts of saving offered to suit their spend.

Results The campaign achieved abovetarget results against its goals to attract new shoppers and retain the current ones.

Overall ROI grew to 4.3:1. Leaflet redemption exceeded 4.1% despite increased circulation and led to a ‘Payback Bonus’ redemption rate of 42%. At the point of submission, the campaign had achieved £71.7million incremental sales from 61 million leaflets. 40% of those sales are new or reactivated customers and the campaign has accounted for 3% of all Morrisons sales during peak weeks.

Leaflets have played a fundamental part in rebuilding momentum with customers, helping Morrisons bring sales back in line with the market.