Belgian retailer Colruyt realised they needed to change their coupons in order to grab consumer’s attention. They decided to transform their leaflets with personalised coupons to maximise consumer interest and boost customer spending.

Method

• Leveraging data collated on purchasing behaviour and demographics from their 1.6 million most active customers, Colruyt created highly personalised coupons for each customer. They were able to tailor offers that each household was likely to use, decreasing their previous 32-page leaflet down to just 4 pages. Each leaflet now contains about 30 personalised offers to each household, a drastic reduction from their regular 400 offers.

The results

• Colruyt’s highly personalised leaflets were a huge success, largely increasing the promotion’s effectiveness. Their loyalty cardmemberships grew from 50 thousand to 1 million. Retail locations experienced increased spending per capita due to coupon use, producing over $360 million in revenue growth. Colruyt also benefited from this smart design through reducing annual paper usage by 665 million pages.

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