Personalising Recruitment - Iain Munro - Waitrose Pick Your Own
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Iain Munro, Account Director at aisLondon, presents the use of personalisation in consumer marketing through the case study of 'Waitrose Pick Your Own'
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Personalising Recruitment - Iain Munro - Waitrose Pick Your Own
- 1. #talentbites
- 2. #talentbites Waitrose ‘Pick Your Own’ Iain Munro Account Director, aisLondon
- 4. Because the music they constantly play, It says nothing to me about my life
- 5. An Example • 31 • Account Director • Work on Charity , Travel & Automotive clients • Recently married • Rugby player
- 6. What’s in it for me? Value Exchange ROI x2
- 10. The Strategy • Be different & disruptive…game-changer • Inspire customers & improve real loyalty by putting customers in the driving seat • Let the shoppers choose how they shop & save • Free, easy to do, simple to understand & PERSONAL
- 16. The Results • Extensive Food, Shopping and Trade PR & Interest • Over 700k signed up already • 15% of all in-store transactions now PYO
Editor's Notes
- Big Marketing Trend for, well, forever really Focus less on the what through tech etc and more on the why…so we can talk to people like people David Ogilvy, one of the fathers of Modern Advertising said…’Do not … address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.’
- Big Data as a word is everywhere New DMA research suggests the average British person has 3 digital devices with them at ALL times We are subjected to advertising anywhere between 700 – 5,000 times a day across more than 20 channels IT HAS TO BE RELEVANT
- Which of this is most relevant? Data allows for a connection This makes someone feel valued and if they are valued and they are more likely to listen
- Classic question when considering marketing campaigns – put yourself in the mind of a consumer or in your case…an applicant or client. Value exchange – make it obvious why you want the data you want etc ROI x2 – investment of my time and personal and interest
- One of the most iconic British brands around – regular win industry and brand prizes Worked with them for about 2 years, one of the biggest clients at the agency Primarily focused on helping them driving quantifiable step change based on the interactions they have with their customers through their loyalty scheme…My Waitrose
- No Loyalty in Grocery shopping People have on average 4-5 supermarket loyalty cards Purchase is becoming almost entirely offer/discount based
- Zombie shopping How do we break this habit and drive loyalty/repeat visits?
- Strategy To optimise and differentiate our value perception in an increasingly price-competitive market by repositioning promotional investment Vision To introduce a new concept which disrupts the market, drives conversion and increases ongoing frequency with Waitrose What is the core objective? Increase frequency, improved offers perception, increase brand/loyalty warmth The Idea: “Waitrose Pick Your Own” Put power in the hands of customers to choose the products they receive discounts on Free to choose > Easy to use > Simple to understand
- A new proposition for myWaitrose members that allows the customer to choose 10 items on which they will receive 20% off; in store or online.
- Strategy To optimise and differentiate our value perception in an increasingly price-competitive market by repositioning promotional investment Vision To introduce a new concept which disrupts the market, drives conversion and increases ongoing frequency with Waitrose What is the core objective? Increase frequency, improved offers perception, increase brand/loyalty warmth The Idea: “Waitrose Pick Your Own” Put power in the hands of customers to choose the products they receive discounts on Free to choose > Easy to use > Simple to understand