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Sainsbury's has several millions of qualified top customers in its loyalty customer database. Of course these customers should visit their outlet at least once a year! Gift vouchers are a good means to attract customers and are frequently redeemed. Sainsbury's sends a mailer to each known customer, right on his birthday – the information about birth dates comes from the customer database. The mailer includes a voucher with one of the customer´s favorite products as birthday gift. These customer preferences are taken also from the customer database.
Image personalisation. The Sainsbury's birthday mailers impressed clients at first sight using image personalization on the front cover. Each customer´s name was integrated in a photo design in a highly realistic way. Using DirectSmile technology a highly emotional and personal look could be created, that showed customers at first sight that Sainsbury´s cares about them.
Full document customisation. Each mailer was adapted to each client, not just by the customer's name in the image but also by using different fonts for different age groups and by printing in an individual product as a present, including both product image and text. Also an individual e-voucher number allows fast and simple redeeming at the cash desk. The redeeming is tracked and the data are automatically sent back to the loyalty program database.
Asynchronous production. To reach each customer right on his birthday all mailers were produced and sent out asynchronously.
4.5 million pieces printed on an HP Indigo press. For this campaign about 400,000 fully personalised mailers a month were printed digitally. Thanks to automated and highly efficient personalisation and production workflows made possible by DirectSmile technology. The redemption rate of the coupons has risen to a stunning 40%! Based on the experience of previous campaigns, the return-on-investment increased by 25.5% and revenues leapt by 110% and gift redemption by 39%.
