1. 2012 An Post Winners’ Breakfast
Campaigns Presentation by;
David O’Sullivan, Sean Collins,
Director Customer Insights & CRM
Manager
Ignition-integrated ideas people SuperValu (Musgrave Retail Partners)
New Ways to Save every day Spend Less with SuperValu

2. Campaign Background
What is SuperValu Real Rewards?
 SuperValu is part of the Musgrave Group, Ireland’s largest grocery
and supermarket retail chain.
 SuperValu comprises 190 individually owned and locally based, retail
stores operating across the 26 counties and headquartered in Cork.
 Real Rewards is SuperValu’s fob based Customer Loyalty programme
which first started in 2009.
 For each €1 a customer spends, they collect a point towards benefits
such as low cost Getaway Breaks and 5% off Voucher once they
reach 400 points.

3. Market Background
 An already cut-throat grocery / retail market was further compromised
by biting recession & growing promiscuity amongst shoppers.
 SuperValu saw opportunity to engage Real Reward members on a much
more direct, personal & commercial level & cultivate value/credibility in
the programme by delivering direct benefits through a simple,
measurable channel.
 In 2010, SuperValu undertook test mailings to evaluate Direct Mail at the
3 key family spend occasions of Easter, Back to School & Christmas.
 Voucher redemption was on average greater than 20% for the 3
mailings.

4. The Green Light for Direct Mail
 These impressive voucher redemption results convinced SuperValu that Direct
Mail as a strategic channel for Real Rewards would;
 Enhance long term relationship with shoppers
 Increase shopper retention
 Build loyalty
 Increase spend over time through realisable target spend.
SV board gave a green light for a limited 2011 Real Rewards Direct Mail
campaign, but were conscious of it need to deliver Real Results
 Feb 2011 in response to budget & government cuts, New Ways to Save
Everyday was launched on TV. It was integrated visually with DM & featured a
store owner with a blackboard, which was used to house the savings.
 This was the first of many Real Rewards mailing campaigns undertaken, which
eventually totalled over a million people being mailed that year.

5. Using Data as a Creative element
 The overriding key issue for the successful development of the campaign was the
effect use of the Real Rewards database
 Data analysis of purchasing behaviour created 3 clearly identifiable consumer
spending segments; New Members, Mid-High Spenders & Lapsed shoppers
 Voucher Value & realisable target spend increase assigned to each shopper
 Letter to ‘do all the talking’ and was a vehicle to connect and involve RR shoppers
in value voucher offerings through a high degree of variable alpha-numeric
personalised data within a simply tailored letter format.
 Letters harnessed the potent and powerful impact of conversational copy with
the data, in a template format originating from each local store / Manager, that
welcomed, engage & incentivized each particular type of Real Rewards shopper.

6. Getting the Data-Basics right
35k M
ks id-High k s
uchers, 2 W Spend ch ers, 2 W
emb ers – 2 Vo ers – 3 s 4 Vo u
23k New M V oucher
s, 3 Wk psed S hopper
s 32k La

7. Personalisation… Knowing the Customer needs
4 lower value Vouchers
catered for smaller more
frequent shopping patterns
Variable Voucher
Savings Total
Total savings
available with
Localised 5% voucher
Store Name
Name of Local Owner
or Manager
Personalised
Variable Voucher Value
Vouchers
Shoppers’ 2D Barcode for
Target Spend post mailing analysis

8. New Ways to Save… Real Results
 Voucher Redemption Averaged 19.7% across 3 letter types
 Big benefit was that during an off peak period shoppers bought into
SuperValu because of the relevance of the offer and its timing after the
budget and government cuts.
 15% of the lift generated was maintained in the following 8 weeks within
the +55 year old segment (Lapsed Shoppers) targeted
 12% of the lift in spend generated was maintained in the following 8
weeks in the reduced spend segment (Lapsed and Mid Level shoppers)

9. Real Rewards Pre-Christmas Campaign
Spend Less with SuperValu
Winner of Gold for Best High Volume
Presented by Sean Collins
Customer Insights & CRM Manager

10. From the ground up….
 SuperValu “A brand you can trust”
 In challenging times, maintaining loyalty is imperative
 800,000 active members through 190 independent retailers
 > 1 Million Real Reward transactions /week
 100k 5% off Vouchers earned every week
 Challenge to SuperValu was how to build from this platform
 Communications “on brand”
 Value at the centre
 Relevance obvious to the consumer

11. A passion for Retail …
 For 190 retailers; ”if my wife get this….”
 Must enrich the offer
 Must not alienate member segment
 Must have appeal to non-Real Reward members
 In 2010 we were told, “Here’s a bit of rope ….”
 Easter, BTS & Christmas
 Success was clear by end of day one of BTS
 Management team convinced to invest in this channel
 Retailers … coming on board but more work to do…
 ‘Kicking & screaming…’ into a CRM plan for 2011
 Won total trust by the first week in February.
 Ownership / Passion - Delivered numerous DM pieces

12. “Got it right in 2010 – Can you do it twice ?”
• Q3 & Q4 where always going to be about winning 1 week
• Market won’t be taken by surprised again in 2011
• Consumer wanted “To spend less for Christmas & take the
fear out of January”
• Momentum had to build from earlier so process started in
October & run into January
– Win back those who wavered in Oct
– Grow engagement with mid loyal in Nov. through max
relevance : Multiple different offers x 5 different groups
reflecting current behaviour
– Convert mid to top & hold top @ Christmas and…
– build momentum into January

13. Integrated message through all channels
 Over 1/3 of active
members mailed
 Many different Saving :
Spend offer levels
 For each of 5 different
groups
 New Members
 Top /Mid/Etc.
>30 variable value offers & targets

14. Integrated message through all channels
Keep the message simple
Back Page Getaway Breaks Offer
Spend less!
Customised member data
>30 variable
offers & targets

15. Real Rewards, Real Results we can Vouch for
• Own shoppers VFM ratings @ record high pre Xmas
• >25% voucher redemption
• Higher than expected sales lift amongst those mailed
• Met the challenge of equalling SuperValu’s best ever
Christmas week in an even tougher 2011….
• And beat it...
• SuperValu share rose to 20.2%
• 2012 collaborative mailings with suitable suppliers

16. Driving Real Value for suppliers
Strong co-branding
Customer selection
down to current
item level
purchase
behaviour
Real value to drive
strong engagement
2D Barcode
links member
to redemption