Magazine article Marketing

Somerfield Schedules Instant Reward Roll-Out

Magazine article Marketing

Somerfield Schedules Instant Reward Roll-Out

Article excerpt

Somerfield is preparing a nationwide launch of its coupon-based Saver Card loyalty scheme.

The supermarket is rolling out the initiative to fight back against rivals focusing on price-led marketing activity.

Somerfield has based the scheme on immediate rewards and incentives, rather than the points programmes used by rivals Sainsbury's and Tesco.

This week's launch will be backed by a multi-million-pound spend, including in-store activity, direct marketing and advertising through M&C Saatchi, due to break in April.

Following extensive trials in Wales and southern England, 800,000 customers are already using the card at 137 stores.

Saver Card controller Ian Fay said he was confident it would sign up between two million and three million customers within six to eight weeks of the roll-out across its 599 stores.

The scheme offers in-store members-only discounts, as well as coupons tailored to individuals based on their purchase history.

The coupons are printed at point of purchase and tailored to either money-off vouchers, specific products or categories. …

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