Waitrose and Kitcatt Nohr Digitas are launching a personalised Easter direct marketing campaign for myWaitrose members. The campaign rolls out this week.
Waitrose briefed Kitcatt Nohr Digitas to create a direct marketing campaign offering personalised recommendations and offers to myWaitrose customers.
The campaign is the first significant piece of communication myWaitrose members have received since the expansion of myWaitrose and the introduction of a myWaitrose card in October 2011.
Kitcatt Nohr Digitas has created a digitally-printed, Easter-themed direct mail piece. The mail pack’s outer features an image of the new Heston from Waitrose Earl Grey & Mandarin Hot Cross Buns which feature in Waitrose’s current Easter TV campaign, and carries the line “A little Easter something…especially for you”.
Inside the pack are personalised wine recommendations based on customer behaviour. Members who have purchased wine when using their myWaitrose card will receive recommendations for three bottles of wine which Waitrose’s wine experts feel they might like, based on their previous purchases.
The pack also contains personalised vouchers, based on the recipient’s shopping behaviour. Recipients are also invited to complete a short survey on their wine preferences, to enable Waitrose to provide more tailored wine content and offers in the future.
The more customers shop with Waitrose using their myWaitrose card, the more offers, competitions and ideas they receive, and the more tailored the offers become. The card offers a broad range of benefits, including an on-going opportunity to win free shopping, and other money-saving offers.
Neil Stead, Marketing Manager, CRM at Waitrose, commenting on the campaign said; “Since the launch of our myWaitrose card, we have been learning more about the food and drink our customers love. This campaign is the first step towards us providing more tailored content and offers to myWaitrose members based on this learning. The more our members use their card, the more rewarding our communications with them will become.”