Sainsbury’s
Dream Team: Alice, Elliot, Lizzie
Our campaign Our campaign is to make consumers shopping experience at Sainsburys more convenient by using big tablets. These tablets will be based at the front of the mega stores.
Tablets will include -Your nectar points/rewards
-Alternative items
-Recipe pop ups
-ETA time of your shop
-Maps of the store
-Games for your children (link on your phone)
-Random meal generator
-Items for speciďŹ c dietary needs
Aims for the campaign -
Convenience/Fast shopping Make Sainsbury’s more Innovative Boost Nectar members Improve/create online presence Collect customer data/ research. Find out what people are looking for that they might not already sell
Objectives for the campaign -Have 3 tablets in all mega stores within the ďŹ rst 6 months of the launch. -Convert 20% of non consumers to Sainsburys within the ďŹ rst 5 months. -Improve customer convenience by 40% at the end of the launch year. -Be the leading supermarket in innovate shopping by 2021.
Pestle analysis Political- Brexit. Economic- Economic uncertainty. Social- Society is becoming lazy who want convenience. Technological- A boom in smart mobile phones/ convenient technology. Legal- Allergies, data protection. Environmental- Consumers changing purchasing habits as they are more aware of environmental impact.
Swot analysis
Strength ● Innovatie ● Competitive advantage ● Attract early adopters, new technology may attract the tech savvy customer. ● Boost customer footfall from efficient store mapping Weakness ● Elderly consumers may not be able to use the tablets ● Expensive, first creating the technology then rolling it out ● If the system doesn't work/ get fixed quickly it will be scrapped Opportunity ● Booming increase in technology use ● Social media presence ● More Nectar members ● Potential to start a totally new supermarket style Threat ● Traditional shopping ● Other supermarkets doing something similar or copying and stealing our thunder. ● New innovative system may scare off older or less adaptive shoppers
4 Cs marketing communication -Customer Value -Cost -Convenience -Communication
(Lauterborn, 1990)
Primary research ‘Primary research is defined as a methodology used by researchers to collect data directly, rather than depending on data collected from previously done research. Technically, they “own” the data. Primary research is solely carried out to address a certain problem, which requires in-depth analysis.’ (Questionpro, 2019)
Secondary research ‘Secondary research or desk research is a research method that involves using already existing data. Existing data is summarized and collated to increase the overall effectiveness of research.’ (Questionpro, 2019)
Secondary research
Competitive communication
BeneďŹ ts of the campaign -Increase in convenience for customers -Be the front-runner in a new innovative way of shopping -Draw in a whole new demographic such as early adopters also the youth -Increase overall footfall in stores nationwide
Cost/beneďŹ t analysis
Time scale Would like over 50% of the big stores to implement this system within 1 year After 1st year start to introduce to smaller stores
Gantt Chart
Conclusion BeneďŹ ts
Consideration
Summary
Any questions…?
References https://blog.essaycorp.com/wp-content/uploads/2018/01/Pestle-analysis-feat ure-image.png - PESTLE https://research-methodology.net/theory/strategy/swot-analysis/ - SWOT https://www.statista.com/statistics/944368/average-time-spent-in-food-stores-canada/ - GRAPH 1 https://www.tgiconsumeranalysis.com/#/snapshot/report?answer=PP133863&answer2=&base=B_F 43021E89860B97014A6AF275C098CB&bookmark=&brands=%5BPP133863%5D&compareWithT arget=&compset=customcompset&inactiveRegionCodes=&mapChartDataType=&mapChartRegion =0&prevView=&regionCodes=&sector=life&showCountries=false&showData=true&showWeighted= false&survey=gbtgieng&topic=lom_00&usage=&view=lifestyle&wave=17q4 - GRAPH 2