Sainsburys technology personalises vouchers

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Sainsburys technology personalises vouchers

Bill Goodwin

Supermarket chain J Sainsburys plans 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.


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