Sainsbury’s Trading Marketing Toolkit “Maximising our tactical communication channels” November 2007 UpdateBackground • As you are aware we have heavily invested in developing our range of media options available within our business. We are committed to working alongside our suppliers and as such are capable of producing a comprehensive series of campaign packages to support your category launches, both proprietary and own label. • Our goal is to become the suppliers’ preferred choice for delivering exceptional campaigns, which is why we are re-launching our media toolkit in the near future. • We currently recognise that there are various levels of knowledge amongst our supplier base around what channels exist for tailoring campaigns and conveying our key customer value and quality messages. • Therefore, we have designed this Marketing Trading Toolkit as an interim ‘one stop shop’ solution for Sainsbury’s Trading and Supplier Teams to use in conjunction with their Category and Joint Supplier Business Plans. Updates to this Toolkit will be communicated via Brand Marketing. • So, working alongside Brand Marketing and Store Events, you and your suppliers will now find it easier to design the most suitable packages to deliver maximum impact for your categories as well as for our Sainsbury’s customers. Understanding how your campaign fits • It is recommended that the Trader should be the initial point of contact for suppliers when designing a campaign package. As such, suppliers must obtain approval from their respective trader to ensure their communication proposals fit with the category and sales plan objectives. • Any ad hoc enquiries can be made via the relevant Marketing contact or Category Planner (included in this pack) • Some of the channels will only be supported by the Sainsbury’s brand rather than third party brands, but have been included for information, e.g. Quality PressMarketing contacts within Sainsbury’s Contacts Sainsbury’s Journal Victoria Redfern Tel/Fax: 0207 695 7808 Victoria.Redfern@sainsburys.co.uk Milk Media Jeremy Williams Tel/Fax: 0207 925 1821 jeremy@milkmedia.co.uk 6 sheets Lorraine Muirhead Tel/Fax: 020 7478 2257 lorraine.muirhead@clearchannel.co. uk Internal and External Sampling Mike Evans Tel/Fax: 020 7695 0259 Michael.Evans@sainsburys.co.uk Television Alex Seligman Tel/Fax: 020 7695 8747 alex.seligman@sainsburys.co.uk DM -Category Mailing /Spend stretch Ranjit Randhawa Tel/Fax: 0207 695 8596 Ranjit.Randhawa@sainsburys.co.uk DM – Connections Steff Goodall Tel/Fax: 020 7695 8272 steff.goodall@sainsburys.co.uk Petrol pump ads Mark Stanley Tel/Fax: 020 8649 7742 mark@alvernmedia.co.uk Local Marketing Dave Elliot Tel/Fax: 020 7695 4881 Dave.Elliott@sainsburys.co.uk NCH (Coupons) Stephen Balk Tel: 01536 445229 sbalk@nchmarketing.co.uk Something for the weekend email Kerry Gaiger Tel/Fax: 020 7695 4296 Kerry.Gaiger@sainsburys.co.uk Value /Tactical Leaflet Sam Diamond Tel/Fax: 020 7695 7264 sam.diamond@sainsburys.co.uk Sainsburys Bank Jan Cutting Tel/Fax: 0131 338 2738 janice_cutting@sainsburysbank.co.uk Online -co.uk Sarah Squire Tel/Fax: 0207 695 7113 Sarah.Squire@sainsburys.co.uk Sainsburys Online Groceries Emma Dawson Tel/Fax: 0207 695 7512 Emma.Dawson@Sainsburys.co.uk Sainsbury’s Magazine Alex Seligman Tel/Fax: 020 7695 8747 alex.seligman@sainsburys.co.uk DM -Birthday Mailing DM – Fresh Ideas Magazine Jessica Merz Tel/Fax: 020 7695 8708 jessica.merz@sainsburys.co.uk Fresh Ideas Cards Alex Seligman Tel/Fax: 020 7695 8747 alex.seligman@sainsburys.co.uk Sam Diamond Tel/Fax: 020 7695 7264 sam.diamond@sainsburys.co.uk Natalie Shiell Tel/Fax: 0207695 6027 natalie.shiell@sainsburys.co.uk Promotional Press /Radio Quality Press /Outdoor Alex Seligman Tel/Fax: 020 7695 8747 alex.seligman@sainsburys.co.uk Media Type Main Contact Mark Norman Tel/Fax: 020 7695 3374 mark.norman@sainsburys.co.uk Trolley Ads /Basket Ads Leanne Piper Tel/Fax: 020 7665 8333 leanne.piper@redbusoutdoor.comTrading Contacts within Sainsbury’s Core Grocery Alex Donald (Frozen Food) Tel/Fax: 0207 695 0975 alex.donald@sainsburys.co.uk Aislinn Hawkins (Beverages & Cereals) Tel/Fax: 0207 695 7363 aislinn.hawkins@sainsburys.co.uk Abigail Vedder(Canned & Packaged) Tel/Fax: 0207 695 6771 abigail.vedder@sainsburys.co.uk Rachael Icke(Household & Pet) Tel/Fax: 0207 695 6811 rachael.icke@sainsburys.co.uk Impulse Grocery NicStorey (BWS) Tel/Fax: 0207 695 0041 nic.storey@sainsburys.co.uk Eric Shawdon(BWS) Tel/Fax: 0207 695 4434 eric.shawdon@sainsburys.co.uk Judith Jerodiaconou (Wine Online & Calais) Tel/Fax: 0207 695 5270 judith.jerodiaconou @sainsburys.co.uk Anita Bourke (Impulse Food) Tel/Fax: 0207 695 4434 anita.bourke@sainsburys.co.uk Dairy & Convenience Alexandra Walker/Emma Smyth (Meal Solutions) Tel/Fax: 0207 695 6110/7454 alexandra .walker@sainsburys.co.uk/emma.smyth@sainsburys.co.uk Liz Birch (Dairy) Tel/Fax: 0207 695 5447 liz.birch@sainsburys.co.uk David Hales (Food on the Move & Restaurants) Tel/Fax: 0207 695 7202 david.hales@sainsburys.co.uk Sarah McConkey(Counters) Tel/Fax: 0207 695 6495 sarah.mcconkey@sainsburys.co.uk Vernon Davis (Bakery) Tel/Fax: 0207 695 7344 vernon.davis@sainsburys.co.uk Meat Fish and Poultry, Produce, Floral Vacancy (Fruit) Rebecca Martyn(Fish & Poultry) Tel/Fax: 0207 695 8261 rebecca.martyn@sainsburys.co.uk Tom Harvey (Meat) Tel/Fax: 0207 695 6803 tom.harvey@sainsburys.co.uk Andrew Todd (Salad & Veg) Tel/Fax: 0207 695 3096 andrew.todd@sainsburys.co.uk Vanessa Rider (Floral) Tel/Fax: 0207 695 7703 vanessa.rider@sainsburys.co.uk General Merchandise ZaphnaWatson Tel/Fax: 0207 695 3093 zaphna.watson@sainsburys.co.uk Zoe Davidson (GM Brand Manager) Tel/Fax: 0207 695 8688 zoe.davidson@sainsburys.co.uk Health & Beauty Gareth Roots Tel/Fax: 0207 695 3442 gareth.roots@sainsburys.co.uk TU Clothing Josie Cartridge (TU Clothing Brand Manager) Tel/Fax: 0207 695 6765 josie.cartridge@sainsburys.co.ukStore based media • Fresh Ideas Cards • Sainsbury’s Magazine • Trolley & basket advertising • Milk Media • Cross Category On Pack Advertising • In-store sampling • Car park sampling • Sainsbury’s Bank sales team • In-store signage (permanent) • 6 sheet posters • Petrol pump advertising Store based mediaFresh Ideas Cards Overview •A6 cards sited on-shelf and at the front of all stores •Approx 24 cards per campaign (approx 6 week campaign periods) •700k of each card produced per campaign Objectives •Break ‘sleep shopping’ and provide accessible inspiration •Drive product sales across all food categories •Align and support Sainsbury’s gold campaign objectives Benefits •Sited at the start of the store journey and on-shelf with the product •Longevity/repeat purchase: collection folders available for customers Lead Times •3 months Contact •Campaign timings and briefs available from Sainsbury’s planning teams and buyersSainsbury’s Magazine Overview • Monthly magazine with growing readership of 2.8m • Offers promotional/display advertising, inserts, stick on cards /sachets, gatefold etc • Must be in 250+ stores Objective • Drive increased average weight of purchase amongst loyal core customers • Raises awareness of new products, ideas and Sainsburys initiatives. Benefits • Highest read monthly woman's magazine • 1.6m readers shop in Sainsburys every week • 1 in 3 readers has bought a product featured • 2005 Customer Magazine of the Year Lead Times • 16 weeks Contact • Rowan Newton (advertising) & Harriet Staveley/Ghillie James (editorial)Trolley & Basket Advertising Overview • Trolley campaigns available in 357 stores, Shallow Trolley campaigns available in 348 stores, and basket campaigns available in 125 convenience stores. • Campaign duration is 4 or 8 weeks. Longer term holdings available. Objective • Create huge visual impact in-store and reinforce other brand building activity. • Convert brand awareness into sales by prompting customers at the point of purchase with a powerful call to action. Benefits • Proven driver of increased brand awareness and sales uplifts -Campaigns evaluated & measured using EPOS & EXIT research. • Targeted for different shopping missions -Trolley, Shallow Trolley & Basket campaigns deliver efficient & effective messaging for different shopping missions. • Inspires & informs shoppers of new products, product innovations, promotions etc. • Advertisements visible to shoppers for the duration of their shopping visit. • Category exclusivity for the duration of the campaign. • Fully compliant, proof of posting available on all campaigns. Lead Times • Ideally 8-10 weeks, but short notice bookings sometimes possible (subject to availability.) • Generally at least 2 weeks required to turn around a campaign. Contact • Nina Chande 0207 695 3582 or Redbus Outdoor on 0207 665 8333 lianne.piper@redbusoutdoor.com Trolley – Main Shop mission Shallow Trolley – Top-Up Shop mission Basket – Convenience Shop missionMilkmedia Overview • Advertising and promotional messages on the packaging of all own brand milk containers • Available in 100% of stores all store formats • Target shoppers by life-stage and socio-economic group using different milk variants • Reaches consumers in-store and in-home • Labels can include a peel-off facility for coupons, promotions or additional information • Most frequently purchased category in-store Objective • Drive category sales at the point-of-sale • Sign-post in-store promotions • Use in isolation or as part of a multi-media campaign Benefits • Proven to build awareness in-home and trigger purchase in-store • Increase brand sales and category performance • Encourage long-term brand health and consumer loyalty • Fully accountable and measurable Lead Times • 6 Weeks from receipt of creative Contact Jeremy Williams 020 7925 1821Cross-Promoting /On Pack Coupons Overview • Opportunity to use host products within fresh trading areas to advertise & cross-promote complementary brands or own label lines • A variety of mechanics can be utilised for communication: eg. on-pack coupons, vouchers or booklet labels. Objective • Drive product sales across food categories • Reach alternative audience(s) in high penetration areas • Encourage consumers to trade up. • Raise awareness of new products & educate consumers via serving suggestions recipe ideas. • Creating addition revenue for your buying departments Benefits • Chance to create point of difference plus provide call to action on-pack • Encourage trial, up-trade purchase or help sustain sales volume (eg. after price promotion or seasonal drop in usage) • Opportunity to educate & reinforce host product usage by association eg. brand serving suggestion • Chance to support corporate initiatives, in-store or category themes or promote own label launches. Lead Times -Approx. 4-6 weeks. Contact For further info and costs contactIn-store Sampling Overview • Branded in-store sampling available in 101 stores (larger store roll out from Jan 07) • Own brand in-store sampling available in 300 stores Objective • Encourage product trial at point of purchase and drive product sales Benefits • Customer interaction and opportunity to communicate product/brand benefits • Customers can try products prior to purchase Lead Times • 8-12 weeks subject to availability Contact • For further info contact Jay Norbury 0207 695 8525Overview • Car park sampling available in 250 stores Objective • Encourage product trial and drive sales Benefits • Can be booked on an individual stores basis • Ability to create “theatre” and build brand presence Lead Times • 8-10 weeks subject to availability Contact • For further info contact Nicola George at Cosine on 07710742808 Car Park SamplingBank Sales Team Overview • Instore sales team available in 25 stores Objective • Encourage product trial and drive sales Benefits • Customer interaction and opportunity to communicate product/brand benefits • Customers can try products prior to purchase • No cost Lead Times • Subject to availability Contact • For further info contact Kate CadwaladrIn store signage (permanent) Overview • Category signage is a simple & effective way of helping customers navigate the store. It is consistent throughout the store in it's tone of voice, use of colour and style of photography (where required). Objective • Provide clear and straightforward navigation. • Provide blocking to highlight certain product/sub-brands Benefits • Help customers find product quicker • Gives stand-out to hero categories, sub-brands and value bays • Provides a vehicle to inspire and educate customers • Simple signage installation and maintenance Lead Times • 12 weeks (dependant on the detail of the project) Contact • Damian Culkin6 Sheet Posters Overview • 2130 panels in 350 stores • Campaign duration is 2 weeks (running Monday-Sunday) Objective • Communicate with shoppers within the retail environment • Enhance visual identity of brands at point of purchase Benefits • Stimulate trial • Provide call to action just before customers enter the store • Support brand advertising Lead Times • 6-8 subject to availability Contact • For further info contact Nina Chande or Clear ChannelSainsbury’s Bank Mailings Overview • Promotes new /existing products via the Bank mailings • Nominations received from trading to fit category plan objectives. Suppliers fund their own coupons. Objective • To become an integral part of the SSL network by offering bank customers SSL products. Benefits • Opportunity to reach up to 2.3m customers (50% are not JS shoppers) • Drives additional footfall and increased basket spend • Bank customer loyalty strong with customers spending 60% more in store than non bank customers Contact • For further info & costs contact Kate CadwaladrPetrol Pump AdvertisingOverview • Available in 230 forecourts • Campaign duration is 4 weeks Objective • Influence customers at point of purchase while they have time to absorb message Benefits • Opportunity to feature categories/products relevant to the forecourt environment • Media provides extended exposure time versus other retail media channels Lead Times • tbc Contact • For further info and costs contact Nina ChandeHome Based media • Television • Quality & Promotional Press •Outdoor Posters • Radio • Value leaflet • Tactical Leaflets • Fresh Ideas magazine • Birthday mailing • Connections • Category mailing • Spend Stretch • Local Marketing • Sainsburys.co.uk • Sainsbury’s Online Groceries • Something for the Weekend email • Sainsbury’s BankTV Overview • Variety of second length ads (40’, 20’, 10’) • Targets ABC1 Housewives with kids (up to 9m) • Nominations from Brand Marketing Only Objective • Drive re-appraisal of the brand and customer loyalty • Engage and excite customers with a mix of everyday and inspiring products Benefits • National brand building media Lead Times • 8 weeks Contact • For further info & costs contact your Catergory Planning ManagerQuality Press Overview • Mix of Daily, weekly and weekend titles • Media used to support Gold Campaigns Objective • Drive re-appraisal of the brand and customer loyalty • Engage and excite customers with a mix of everyday and inspiring products Benefits • Ability to communicate with a national audience Lead Times • 2-3 months Contact • For further info contact Marc CuddOutdoor Posters Overview • Mix of 6, 16, 48, 96 sheets and escalator panels • Media selected based on campaign objectives and budget Objective • Drive re-appraisal of the Sainsbury’s brand • Engage and excite core customers with a mix of everyday and inspiring products • Support Gold events Benefits • Communicate with national and regional audience Lead Times • 12 weeks Contact • For further info contact Marc CuddPromotional Press Overview • Half or full page ads every week highlighting key promotional offers instore • Can either receive nominations from trading to fit our corporate plan or suppliers can fund their own ads. (See example from Heinz) Objective • To drive footfall in to stores • Increase sales volumes Benefits • Increased sales Lead Times • 6 weeks Contact • For further info & costs contact Alex SeligmanRadio Overview • Promotes top footfall driving products • Usually products with a compelling promotion • Nominations from Trading /Marketing or suppliers can fund their own ads if signed off with national advertising. Objective • Drives footfall into stores • Drives sales of product Benefits • Reaches a vast audience very cost effectively Lead Times • 6 weeks Costs • For further info & costs contact Alex Seligman FVO: Here’s the deal: At Sainsbury’s you can save a third on a whole range of fantastic gifts. Here’s a thought: Treat someone to a taste of luxury by giving a Champney’s ‘Spa Collection’, down from 15 to 10 pounds. And why? Just because you can. Sainsbury’s Try something new today. Larger stores only.Value Leaflet Overview • Three weekly leaflet with door drop distribution of 9m • Promotes best value deals on secondary space in store • Products must be in min. 350 stores (front page product sales must exceed £400k per week/Back page products £250k) Objective • Drives footfall into stores/sales on relevant products Benefits • Cost effective national media Lead Times • 7 weeks • Buyers/BPMs to nominate products Contact • For further info & costs contact Samantha LatterTactical Leaflet Overview • A tailored leaflet distributed inside local free papers/delivered to homes • Promotes best value deals for specific campaigns or categories Objective • Drives footfall into stores • Drives sales of key product lines Benefits • Tailored media campaign; specific targeting of stores, location, competition etc Lead Times • 7 weeks Costs • For further info & costs contact Samantha LatterOverview • 100 page quarterly magazine providing customised content and inspirational ideas • Mailed to 1.5m loyal Sainsbury’s customers • Fresh Ideas is a showcase for Sainsbury’s quality Objective • Reward and retain the spend of our most loyal customers Benefits • Customised content to 3 key customer groups • Opportunity to reach our most valuable customers Lead Times • Approx 16 weeks Contact • For further info & costs contact Jessica Merz Fresh Ideas MagazineBirthday Mailing Overview • Birthday card sent to up to 250,000 customers each month giving them a free gift to be redeemed in store • Gift is targeted based upon purchase behaviour Objective • Drive purchase/trial using a celebratory occasion to surprise and delight customers Benefits • Drive incremental sales, trial & repeat purchase • Targeted and accountable mailing Lead Times • Approx 12 weeks. Subject to availability Contact • For further info & costs contact Jessica MerzConnections Overview • Bespoke direct mail programme targeted at specific customer groups to support Trading objectives and drive profitable sales Objective • Take advantage of Nectar data and DM expertise to create supplier partnerships and drive growth in key categories Benefits • Leverage Nectar data to support category plans • Detailed analysis and strategic guidance Lead Times • Approx 16 weeks Contact • For further info & costs contact Steff GoodallOverview • DM activity consisting of approx 6 category/sub-category offers • Offers are selected based upon customer spend behaviour Objective • Provide customers with targeted and relevant offers • Reward, stretch and acquire customers in specific categories/sub-categories Benefits • Ability to personalise offers dependant on individual customer behaviour • Drive profitable sales in specific categories/sub-categories Lead Times • Approx 16 weeks Contact • For further info & costs contact Nicola Sharpe Category MailingSpend Stretch Overview • Mailing sent to approx 3m customers providing weekly money-off incentives relevant to their available headspace • Transactional data used to determine relevant total spend threshold Objective • Provide customers with targeted thresholds to encourage increased weekly spend Benefits • Personalised offers using transactional data • Cost effective mechanic to drive incremental sales Lead Times • 12 weeks Contact • For further info contact Nicola SharpeLocal Marketing Overview • Support individual stores or clusters of stores through local media opportunities, including: •local press •radio •leaflets •direct mail Objective • Increase customer numbers and sales in selected stores. Benefits • Tailored marketing campaigns to the local store requirements. • Spend can be targeted to support individual/key groups of stores. Contacts • for further info & costs contact Louise Bird or Linda LeeSainsburys.co.uk Overview • The main customer facing website providing information, special offers and link to other business units Objective • Sainsbury’s portal drive sales in-store and online via Sainsbury’s Groceries (refer to next page) • Competitions to drive Nectar Sign up Benefits • 600k unique users to the site each month • the main URL for all communications Lead Times • Inline with promotional cycles Contact • For further info contact Kirstey ElstonSainsbury’s Online Groceries Overview • Variety of space available to purchase including sponsorship of beacon branding and promotional pos for use tactically throughout the site and to ensure maximum brand exposure & sales Objective • Target high value customers to drive sales and category penetration • Create synergy between instore and online activity • Highlight promotions, brands and new products Benefits • Reach high value customers with average basket size of £85+ • Reach additional customers who are not shopping in store • Sales growth of online groceries is 14% yoy, with customer numbers growing Lead Times • Approx 8 weeks Contact • For further info contact Kerry GaigerSomething For The Weekend Overview • Email sent every 3 weeks to approx 900k instore/online customers • Highlights a selection of our strongest instore offers Objective • Remind and prompt customers of the great offers available instore and online over the forthcoming weekend Benefits • Further enhancement of offers to drive customer footfall at key time of the trading week Lead Times • 4 weeks Contact • For further info contact David CarterData products • Nectar data • Named account dataNectar Data Overview • View of purchasing behaviour of Sainsbury’s customers by line and category – a growing focus within the business Objective • To gain thorough understanding of customer behaviour and make informed recommendations from a customer perspective Benefits • Insight into customer purchasing • Measures available include penetration, frequency and AWP Lead Times • 4 weeks Contact • For further info contact Martin WhittinghamNamed Account Data Overview • Sales and market share data by category within the Sainsbury’s hierarchy Objective • Understand performance of brands/products within Sainsbury’s and versus competing brands and market benchmark Benefits • Enable suppliers to approach Trading with an industry standard view of performance • Provide insight with which to make informed decisions • Measures include sales value/volume, rate of sale, distribution & average price Lead Times • 4 weeks Contact • For further info contact Alan Lowethorpe 0 10 20 30 40 50 60 70 WE 10.02.01WE 17.02.01WE 24.02.01WE 03.03.01WE 10.03.01WE 17.03.01WE 24.03.01WE 31.03.01WE 07.04.01WE 14.04.01WE 21.04.01WE 28.04.01 Non Promoted Base Volume Promoted Base Volume Incremental Volume 0 50 100 150 200 250 WE 23.03.02WE 30.03.02WE 06.04.02WE 13.04.02WE 20.04.02WE 27.04.02WE 04.05.02WE 11.05.02WE 18.05.02WE 25.05.02WE 01.06.02WE 08.06.02 Use Account Specific data to split promoted sales from unpromoted to measure efficiency from one promotion to the next on-going. Buy One Get One ½ Price Price cut to £1.95 -£ 1.29 56 Incremental Sales 195 Promoted Sales Efficiency Index = 29% 490 Incremental Sales 727 Promoted Sales Efficiency Index = 67% Rank products in relation to the marketplace to ensure ranges are optimised Listing new mousse lines in Sainsbury's would make £388k for the client every 12 weeks & benefit the category by £200k extra sales per year. MULT GROCERS SAINSBURY Cash Rate of Sale AC WEIGHTED SELLING DIST Cash Rate of Sale AC WEIGHTED SELLING DIST LATEST 12 WEEKS 05 OCT 2002 LATEST 12 WEEKS 05 OCT 2002 ONKEN MOUSSE 150G SGL STRAWBERRY £478.93 94 £1,387.13 98 ONKEN MOUSSE 150G SGL PEACH £376.97 90 £1,059.37 100 ONKN LTE MOUSSE 150G SGL RASPBERRY £352.10 76 £1,600.25 99 MLLR LGHT MUSSE 150G SGL S-F £333.97 51 £0.00 0 ONKEN LITE MOUSSE 150G SGL LEMON £319.57 80 £893.05 100 ONKN LTE MOUSSE 150G SGL STRAWBERRY £309.67 74 £893.56 100 ONKEN MOUSSE 125G SGL C&H £296.47 75 £1,063.07 100 ONKEN LITE MOUSSE 150G SGL APRICOT £287.69 21 £834.56 99 MLLR LGHT MUSSE 150G SGL T-F £271.82 51 £0.00 0 MLLR LGHT MUSSE 150G SGL O&L £255.52 48 £0.00 0 ONKEN LITE MOUSSE 150G SGL RHUBARB £253.80 19 £733.16 93 ONKEN MOUSSE 150G SGL LEMON £244.30 58 £873.43 100 ONKEN MOUSSE 150G SGL BLACKCURRANT £228.44 59 £712.29 100 ONKN LTE MOUSSE 150G SGL B-C £224.40 29 £754.21 81 ONKEN MOUSSE 1000G SGL UNIDENTIFIED £166.70 7 £518.51 33 ONKEN MOUSSE 370G SGL CHOCOLATE £150.39 50 £479.73 90 MLLR LGHT MUSSE 150G SGL STRAWBERRY £35.26 41 £0.00 0