1:1 Personalised Communication
The Clubcard media portfolio presents the opportunity to communicate with over 15 million households with relevant, timely offers, based on actual buying behaviour
One of the key elements that make Clubcard media so powerful is the data. We have the ability to understand customer buying behaviour at an incredibly granular level; allowing us to give the right customers the right offers at the right time in the right place. The data tells us at the household level which products they buy, which products they don’t buy, and many other data derived insights, such as brand share preferences, or purchase of product types (healthy, convenience, value pack), the insights are endless.
Clubcard media use a variety of targeting methods, each specifically developed by our analysts, and optimised towards the objectives of each media vehicle. Media such as Clubcard Statement rely on complex algorithms to select the most relevant combination of offers at the household level. The algorithms churn through a huge offer pool, allocating every one of 15 million customers a unique combination of relevant personalised offers. As well as mass personalisation techniques, we also have the ability to create bespoke targeting approaches, according to the particular needs of a brand or category; for example event based communications like new product launches, or key seasonal trading periods. Our targeting methods can also be used to react to changing purchasing habits at the household level, the data tells us for example about the first time that a household purchases within a category, or the first time they shop online; conversely the data tells us when a household stops buying something.