An overview and insight into SuperValu's Tiny Tots campaign. Brought to you by Yveanne Walsh - Account Director at Ignition - integrated ideas people.

2. SuperValu Real Rewards
o 221 stores nationwide
o Fob based loyalty program
o Almost 1 million active Real Rewards
members
o Leading grocery share with 23%
of market (as of 24.04.16, Kantar)

3. What…
…is the objective?
o Identify customer segment within the Real Rewards membership base
with potential for
 Long-term loyalty
 Increase in sales
o Develop mechanic to offer this group a ‘Real Reward’ for loyalty
o Test the mailing with five stores with view to national roll out
o Possibility of looking outside current Real Rewards membership

4. Who…
…do we target?
o Conduct strategic analysis of Real Rewards database to identify best
potential growth segments -
 Identified families as key high-value segment
o Conscious of current CRM campaigns targeting existing family segments
to increase their spend
o What segment can we access outside of the Real Rewards database –
what 3rd party can we link with to speak to a new audience?

5. New Parents!

6. Why…
…New Parents?
o Long term potential as family grows
o Large focus on growing Baby Category in first half of 2015 so already a
lot of in-store presence
o Accessibility to the Eumom membership
o Key stage of their lives
 Acknowledge and support them - make it about THEM,
not just baby

8. How?
o Send out physical Discount Card offering 10% off total ALL
grocery spend
o Develop name to communicate offering
o Create engaging design in line with in-store Baby Category
POS
o Mine data for viable members
 Active members
 Who STARTED purchasing identified
Baby Category products in last 3 months
 Who continued to purchase within recent weeks
 Full name & address only

9. Why…
…Direct Mail??
o Very small numbers
o Delivery of physical discount card
o Engaging personalised communication

10. Tiny Tots 10% Treat Campaign

11. o Bespoke envelope
o Immediate engagement
o Tiny Tots name front
and centre

12. o Key message that this for the
parent, not the child
o Digitally printed
 Small numbers
 Quality of print
 Highly personalised

15. o Plastic card for quality
and durability
o Explicit mention of
10% on the card
o Personalised barcode to track
customer redemption and
purchase information
o Shorted T&C’s for easy
accessibility