Morrisons is the fifth largest supermarket chain in the UK, based in Bradford and with 497 stores across England, Wales and Scotland. They face many challenges in a highly competitive industry and are constantly striving to push their brand further.
Better Insights
Morrisons needed help retaining customers in the face of discount stores like Aldi and Lidl. The cost-of-living crisis saw almost half of consumers saying they would abandon brands that didn’t give them discounts and offers.
We used email marketing strategy to remind Morrisons customers of the fantastic offers that were available in store and online every week.
Better Ideas
We designed a series of targeted emails and weekly newsletters as part of the Morrisons More loyalty scheme.
The emails targeted points in the shopper journey where engagement was low. Real time data meant we could tailor email design to customers’ preferences and buying habits. Emails were personalised and integrated into an automation system that included PUSH notifications to drive engagement.
We worked with the Morrisons team to find an ‘angle’ for each email, while also aligning wider marketing activity, such as in-store POS, social media, OOH and TV ads, providing consistency across the customer journey.
Better Results
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