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Colruyt customised coupons to capture consumer’s attention

As Colruyt relies heavily on print to communicate to their consumers, they switched up their regular offering and customised their coupons to increase promotion effectiveness, relevancy and consumer uptake.

How they did it

  • Leveraging data collated on purchasing behaviour and demographics from their 1.6 million active customers, Colruyt created highly personalised coupons for each customer
  • Each leaflet contained 30 personalised offers to each household

The results

  • Loyalty member cards grew from 50 thousand to 1 million
  • $360 million in revenue growth
  • Reduced annual paper usage by 665 million pages

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