STORE TECHNOLOGY
and special promotions. It then invested in Clarity business intelligence (BI) software from retail technology provider Omnico. Feast said: “We use BI to identify customers and EPoS to communicate the promotion to the customer and update their details if necessary.” With millions of transactions a year involving
hundreds of thousands of products, Feest also highlighted how Anglia Co-operative takes a very focused approach to its use of BI. “We pick a problem and try to solve it,” he explained. The company carries out lots of promotional activity to increase customer basket sizes. “We brought in Clarity BI very quickly for bigger returns on our investment. We look at what customers spend, work out what the average basket size is and can see some attrition to other grocers when promotional campaigns end. So we tell customers, ‘if you shop with us for a long time, we’ll reward you’.” Feest added that turnover tends to split out
evenly between member and non-member sales, but that 10% of its members generate 25% of turnover overall. And, looking at member and non-member activity, the latter are responsible
26 Autumn 2013
for three quarters of Anglia Co-operative’s baskets. “But we don’t know enough about them without them having a loyalty card,” he said. “But we do know they are not brand sensitive, but are very price sensitive.” As far as non-member engagement is
The product... could perform multiple activities without having to unlock functionality at a price
concerned the company uses its online presence and email to communicate its promotions and brand value. Despite its store-only model, Feast said the virtual storefront played a key role in engaging with customers. It launched regular promotional email newsletters earlier this year that are sent to opted-in members and customers who register via the website to receive it. “It’s good to get the non-member, promiscuous
shoppers to give information about themselves,” he said. “We can give them offers that span a longer range of time. But we’re not a multinational with millions to spend, so we need to scale the number of people we target versus those that have actually signed up for promotions.” The online newsletter enables the customer to print out vouchers at home and redeem them at the point of sale instore. This, he revealed, gives the business more granular data about campaign response.
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