The shift in Woolworths Rewards strategy over the last six months has clearly illustrated they are bracing for the arrival of digital empire Amazon to our shores. Woolworths claim the commercial outcomes of applying their 50% stake in Quantium, a rejuvenated all-inclusive rewards system, and highly personal communications has, based on conversion rates, seen the initiative pay for itself within three months.
Supermarkets – relevance will win?
Our take
This strategy supports one of the 2017 trends highlighted by TMS, which identified the rise in alpha retailers and the need to nurture the super customer. Applying insights from instore & online data will deliver commercial returns. However, the super customer expects the advantages to be clear, real and seamless at every touchpoint. This is the only way to combat the impending arrival of the global leader in customer first communications and experiences.Sandra Wiles