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A multifaceted program with Jiajiayue Group delivered major returns for the grocer, shoppers, suppliers and BrandLoyalty, which saw its best-performing digital program in the region.
BrandLoyalty recently worked with Jiajiayue Group to create a rewards campaign in China that built tremendous excitement among shoppers and helped the supermarket giant increase sales and share of wallet, attract new customers and give consumers an enhanced experience.
For BrandLoyalty, the Jiajiayue (JJY) engagement was our best-performing digital program to date in the region. It was an opportunity to deepen our relationship with the grocer, help it exceed its goals and learn some lessons that will inform both parties going forward.
Gunawan Efendi, chief operating officer of Jiajiayue Group, said the campaign really delivered for the company and its customers.
“This program is something new in China, and we wanted to be the first — because we can learn something that people have not yet learned,” Efendi said. “We always try to engage our customers, to make shopping easy, and they are finding something happy and fun with this program.”
Deployed in 560 stores with average sales of 182 million RMB (approximately 27 million euros) per week, the campaign was straightforward: Shoppers downloaded the Bright Stamps app, spent money with JJY, collected bonus stamps and redeemed them for goods. While we made sure it was simple from the consumer’s end, it was a complex campaign that racked up some pretty staggering results.
Among them: More than 350,000 cookware rewards were redeemed. Sales increased 4.2%, in contrast to an overall drop in grocery retail in the market. And shoppers increased their spending 48% over the same period the previous year, while their basket size increased 10% over the previous year.
Digital results for the campaign were even more impressive: A whopping 183,700 people downloaded and used the app, and there was a 32% digital redemption versus the 16% current program average. Spending by app users was 23.2% higher than that by paper redeemers. Importantly, redemption increased 5% in response to daily push messaging, and 31% of push messages resulted in shoppers opening the app.
This campaign was multipronged and involved four targeted efforts: among the JJY staff; in stores; on mobile and digital; and with consumer packaged goods brands. Here are just a few highlights of how the campaign worked.
- Targeted training was provided to managers at district headquarters.
- All JJY employees downloaded the app in advance of the launch.
- To build excitement, we created an app download contest. The store at which the most shoppers downloaded the app won 50,000 RMB.
- Cooking demonstrations with local chefs were held at eight flagship stores in the first two weekends.
- In-store radio broadcasts ran during the first three weeks. In-store video screens played movies explaining how to activate, promoting program value and more.
- A variety of promotional banners and collateral were displayed at key points throughout stores.
For the first four weeks of the campaign, 80% of all store point-of-sale information focused on the campaign, with 60% including supplier collaboration events.
Mobile and digital:
- At a kickoff event to coincide with JJY’s 20-year anniversary, the top 10 shoppers were made ambassadors of the program, with tie-ins and promotion on social media like WeChat, Weibo and Tieba.
- We invested in in-store Wi-Fi to promote app download.
- We employed digital integration with the loyalty card.
- We introduced gamification to boost the campaign at its midway point, with extra stamps for shoppers. In fact, 2,500 participated in WeChat games, collecting 10,900 stamps.
- All digital collectors participated in a lottery in the later part of the campaign for prizes such as airline tickets and cookware.
- Branded in-store displays with supplier partners were placed in prominent locations.
- For two weeks, shoppers received double stamps for the purchase of partners’ products.
- One-to-one communication with the app promoted supplier partners’ latest offers.
- Twenty-eight partners were involved with 122 SKUs, and they saw an average sales lift of 20%.
The campaign was a huge success by every measure. Being honored with the “Most Innovative” award by the Jiajiayue Group at its annual supplier event was humbling evidence that when BrandLoyalty, grocers and shoppers work together, exciting things can happen.