UK supermarket chain Sainsbury said it plans to make a “major” financial investment over the next five years in a coupon-based loyalty scheme.
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The scheme will offer customers money-off coupons at the till for hundreds of branded and own-label products, in what Sainsbury’s describes as its “biggest investment” in customers loyalty since the launch of its Nectar card in 2002.
The initiative has been trialled in a number of stores over the past 12 months, but the first major push will coincide with Sainsbury’s latest Switch and Save campaign, which launched last week.
“We know that 50% of shoppers take coupons and vouchers with them when they shop, and it’s a really practical way for people to stretch their budgets, especially in the current economic climate,” said Gwyn Burr, customer director. “The new coupon scheme, together with the low prices and promotions we already have, means customers will get unbeatable value on the products that are most useful to them. And the system can tailor offers using both Nectar and transaction data, so we can reach many more customers with offers that are targeted to what they actually buy.”
The coupons will be generated on-the-spot through stand alone printers that are currently being rolled out to 13,000 checkouts across 535 Sainsbury’s supermarkets.
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By GlobalDataThe likes of Unilever, Procter & Gamble and Heinz have been signed up to the scheme, which is run by LMG Insight and Communication.
Asked if the scheme was a response to Tesco’s recent investment in its Clubcard scheme, Sainsbury told just-food it “does not comment on its competitors”.
