2023 Winner

CASE SUMMARY

In March 2020, 26% of Canadians changed their primary grocery store, and with the upcoming cookieless future and the need for first-party data, loyalty programs became increasingly important for grocery retailers like Empire. However, their existing loyalty program was not generating engagement or providing access to consumer data. To address this issue, Empire became a co-owner of Scene+ and had to ensure its success in the margin-pressured grocery world. This switch posed significant challenges, including convincing customers to understand the expanded grocery benefits of Scene+, persuading Air Miles users to switch, and encouraging non-members to sign up quickly.

To ensure an easy and simple shopping experience, we kept our messages relevant and straightforward, without disrupting the customer's shopping process. We analyzed every touchpoint along the shopper journey, identifying areas to showcase the value of Scene+. We created custom maps for each banner store, defining four distinct zones: increasing awareness, demonstrating value, driving sign-ups, and encouraging existing Scene+ members to start earning and redeeming immediately.

Our marketing strategy included targeted ads, weekly flyers, OOH enroute to stores, and localized radio ads to raise awareness about Scene+ being available at Empire stores. We encouraged customers to sign up before arriving at the store to keep their shopping trip as efficient as possible. We also utilized parking lot, cart corral, entryway, and shopping basket signage with contextually relevant messaging like ‘Park rewards in your wallet’ to remind customers to sign up for Scene+.

During the shopping experience, we presented Scene+ offers and discounts to customers, even providing an enrollment kit for those who had not signed up before shopping. At checkout, we reminded customers to show their Scene+ card to receive program benefits.

The results of our efforts have been remarkable, with new member sign-ups and active members exceeding the target by 17% in just 12 weeks. 56% of members now use Scene+ weekly, up from 26%, and in-store signage had the highest impact at 30%. Consumer research showed notable increases in awareness (+15%), and loyalty program preference doubled after the first six weeks. The successful launch of Scene+ at Empire stores demonstrates the importance of a well-executed loyalty program in the
grocery industry.

Credits

Client: Empire
Sandra Sanderson – Senior Vice President, Marketing
Erika DeHaas – VP Marketing Communications
Derek Kent – Senior Marketing Communications Lead
Tara Thomas – Marketing Communications Manager, Loyalty
Shawn Bloom – VP Loyalty
Geoff Day – Director, Loyalty
Lori Brunton – VP Store Marketing & Community Investment
Tara Durand – Director, In-Store Marketing
Colette Lerat – Manager, In-Store Marketing
Ashleigh McKenna – Director, Media
Michael Belanger – Manager, Digital Performance Marketing
Conner Higgins – Manager Media

Agency: Bensimon Byrne
Erin O’Connor – Managing Director, Strategy and Client Experience
Jessica Cupola – Business Lead
Christine Yau – Senior Project Manager
David Mueller – Creative Director
Gints Bruveris – Creative Director
Linna Chang – Associate Creative Director
Gaurav Uppal – Art Director
Sam Ramsay – Copywriter
Caroline Clarke – Senior Producer
Max Parr – Motion Graphics Animator
Sanjay Mangar – Director of Studio Services
Matt Szulczewski – Studio Production Artist/Motion Design
David Hy – Interactive Production Developer