Why don’t you want my details?

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.

Summary.

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.

This entry was posted in Acquisition, Conversion, Data Management and tagged , , , on by .
Sara Watts

About Sara Watts

Following graduation from University, Sara Watts began her Direct Marketing career in the motor industry, which soon led to her joining Carsource Ltd, the UK’s first online car portal, as Marketing Manager in 1995.

Over the last 12 years, Sara has played an integral role in the growth and development of Carsource Ltd. Following Sara’s launch of the Data side of the business the business was re named, Data, Media & Retail Ltd (DMRi). Sara has worked at DMR since it was founded and has seen the business grow form a small privately owned business to a large data company which was purchased by DMGT in Jan 2006. In March 2010 DMRi was purchased as part of a management buyout. Sara now works with a team of Directors / owners and is concentrating on making sure DMR is ahead of the game in integrating social media with more traditional online marketing to ensure clients are able to undertake data collections and email marketing effectively and with great results.

Sara has played an active role on the DMA’s email council for 4 years and has is also on the best practice and legal hub. Since completing an MBA in 2006 Sara has also had an academic interest in the industry and strongly believes that it is in everyone’s interest for individuals and companies to share best practice, insight and technological advancements. This approach of sharing of knowledge, combined with sound business knowledge and common sense can lead to marketers and consumers benefiting from excellent marketing.

  • Kieranos

    Great post Sara. Totally agree. That data could be so valuable -especially with Morrissons making overtures about opening online shopping channel- they have missed a trick.

    http://www.independent.co.uk/news/business/news/morrisons-vows-move-on-online-shopping-2237789.html

    I used to get quite good DM from Morrissons, but I honestly think this was just a door drop strategy from my local store.  I think there are further touchpoints and opportunites around QR codes or simply printing a code on receipts that shoppers can redeem online. Certainly a lot more value from data to be realised there

    • Sara Watts

       
      Hi Thanks for the response. I agree completely regarding QR codes and the use of what they are already doing with printing receipts etc. Even the printed top trump cars could have had a QR code for bonus holiday wins ( I forgot that  in the original post, they were giving away holidays to Disney world Paris in the pack there would have been an opportunity there to get individuals to engage online.

  • Robert P

    I’m not sure the opportunity exists to collect the personal details of the children’s parents (it’s the kids that want the top trumps cards) within the store (would be far too time consuming), or when purchasing the folder (giving personal details away on a piece of paper within a store is different proposition to doing it online – especially for such a low value item). The one point for collection of personal details (as you mention above) could exist when purchasing missing cards from the associated website, maybe they thought that relatively few consumers would go on to complete this action and so didn’t deem it as necessary.
    Also on the page where they drive traffic to the ‘associated site’, I notice that they quite heavily promote sign up to their newsletter http://www.morrisons.co.uk/Family-Life/Request-missing-Magical-Moments-cards-online/  – I’m sure most consumers appreciate this sort of non-incentivised option to share their personal contact details.

    • Sara Watts

      Hi Robert
      Thanks for responding. I think you make a great point about people appreciate non incentivised sign ups. But I also feel there is a proportion of the population that need a little nudge to get them to part with their details, especially at the start of a new customer/business relationship.  I fall into that category I either missed the newsletter sign up on the webpage (I really cannot remember seeing it when I checked out the site before writing this post).   Or did not feel the need to sign up for a newsletter. However I would have happily signed up to the newsletter as part of the process to sign up for a free pack or cards, or a folder or some missing cards. Morrison’s could have then found more creative ways to engage me as a consumer as opposed to a news letter. Examples could include emailing me questions and/or suggestions on shopping with kids, or having identified me as a new customer asked me to tell them what I missed about by old super market, or encouraging me to engage in their social media sites. Simple things which would give massive insight for the brand but also engage a customer.  Also there is variety of ways they could have used the folders and cards to gain sign ups. It does not have to be done in store a leaflet with a login to register and get a voucher, touch screen, email only with a follow up for a double opt in with further details could have all been done with minimal fuss in store.

  • Sara

    http://www.marketingweek.co.uk/3030228.article?cmpid=MWE01&cmptype=newsletter&email=true

    related article about Morrision missing out on multi channel