Morrison’s have just finished running one of the best promotions I have seen.
For those of you who missed it, it basically involved going shopping and for every £30 you spent you received a pack of Disney top trump cards. They also added in bonus products that when you purchased them you got an additional pack of cards.
This was advertised heavily on the TV and also the kids at school were swapping cards and this prompted my 6 year old to ask to go shopping to Morrison’s. So somewhere kids have been chatting and with the power of TV I swapped super markets (and have continued to go there after the promotion ended)
Benefits to Morrison’s
- New customers
- The ability to push the sales of products by just putting a bonus Disney sign on them. The shelves where they were positioned could not be stocked quick enough. Mainly been emptied by a hoard of children who had suddenly decided shopping was fun.
They also sold rather a lot of the collector albums priced at £4.
What’s this got to do with email?
Well not a great deal apart from to highlight a missed opportunity by Morrison’s. At no point did anyone have to register to take part in the promotion, so they had no record of who the new customers were and no way to market to them to keep them coming back.
Once the promotion had finished there was lots of information about how you could get any missing cards by visiting the website. I actually wanted to celebrate the stroke of genius, what a great idea get people to register at the end to claim the missing cards. However when I logged on to see what happened it was simply out sourced to the card company where you can buy the cards for 10p each, and despite having to give my name, address, postcode and email in order to order them at no point was I given the option to opt into receive information from Morrison’s.
When could data have been captured?
Although on a professional level, I sometimes subscribe to things to see what happens, my personal email and details are only given out when I can really see the advantage in doing so. There were so many opportunities to do so here, it was just crying out for someone to do so.
People could have been opted in to a Customer database
- At the point when you collect the cards? This was done by the customer service desk and a registration process would have only taken a couple more minutes and an extra pack of cards would have probably got quite a high take up.
- When purchasing the collectors album a reduced price or free folder would have offered an incentive.
- They could have created a community page on the website for swapping cards, this group of people could then have been used for focus groups and research moving forward.
- At the point where you can claim any cards you are missing.
An example of a great marketing campaign, but also an example of where a company miss an opportunity to engage and build an ongoing relationship via email. The lessons this highlights it to ensure that email is a fully integrated piece of any business strategy and when appropriate opportunities should be sued to collect information and options from individuals who you can then engage with moving forward.