Supermarket chainJ Sainsburysplans to roll out
technology to offer customers personally-tailored discount vouchers
when they check-in their shopping.
The multi-million pound project will use sophisticated data
analytics to tailor vouchers to the shopping habits of each
customer. This will be based on loyalty card data or an analysis of
their purchases that day for customers without a card.
"This allows us to get to every single customer at the till, at
the time they are spending money, with relevant vouchers based on
the shopping they have done" said CEO Justin King, in a
conference call with analysts this morning.
The news came as J Sainsburys reported a 20% growth in its
online food business, and revealed plans to expand its online sales
of non-food items from 5,000 lines to between 8,000 and 9,000 by
Christmas.
J Sainsburys has teamed up with
Catalina
Marketing, which specialises in analysing shoppers behaviour,
to develop the "coupons at till" scheme, which makes use of
shopping data collected by Sainsbury's Nectar loyalty card
scheme.
The supermarket has rolled out colour printers to issue coupons
at the till to 100 stores, and aims to have 13,000 checkouts in 535
supermarkets covered by the end of the month, Justin King
revealed.
Sainsburys plans to "tap supplier funds agressively" to fund the
scheme, said King.
"Our suppliers have been incredibly keen to talk to us about how
they can spend money through vouchering, because they see how good
it will be for them in terms of developing branding," King
added.
Over 60 brands - including Unilver, Proctor & Gamble and
Heinz - have signed up to the scheme, which is run by
LMG Insight and
Communication, the supermarket said.