Foodstuffs’ winning campaign, ‘Shopping Just Got More Rewarding: The Launch of New World Clubcard,’ covered the launch of its New World supermarkets’ new customer loyalty programme, Clubcard.
Clubcard is currently exclusive to New World’s South Island customers. Its point of difference is that it allows customers to collect Fly Buys points or earn Airpoints Dollars using the same card. They can also turn either “currency” into New World Dollars, which can be used as a form of payment in-store.
Foodstuffs was supported in the campaign by its partners Loyalty New Zealand and Air New Zealand. They provided databases, technical co-ordination, and marketing co-operation. This enabled the delivery of an effective launch strategy for easy customer adoption.
The Marketing Association, which organises the awards, praised the Clubcard campaign highly in its writeup, calling the launch New World’s most important marketing initiative of 2014.
“After nearly two years of preparation and planning, they were ready to launch a New World loyalty programme that leveraged the existing equity in Fly Buys and Airpoints, as well as offering instant discounts and the promise of much more useful and intimate communications.”
Steve Bayliss, the group general manager of marketing at Foodstuffs, said that he was “stoked” with the win and also commended the quality of the other entries.
“There was a lot of great work on show last night and we were happy just to be in the mix. The win was an unexpected bonus and I’m just really proud of the team.
Foodstuffs continued to dominate the awards as its head of customer marketing and insights, Emily Blumenthal, was named Direct Marketer of the Year.
Emily has been credited with helping champion the re-booting of Foodstuffs’ approach to customer marketing, including not just the Fly Buys programme, but of more significance, the whole way that data is used in the organisation and the systems, platforms and teams that will be using this. She has led a process of sharing insights into consumer shopping data with FMCG partners to drive better understanding of affinity products, which has driven new consumer campaigns.
Other retail winners were:
- Spark and RAPP for “Mobile Dynamic Always On”
- FCB for Noel Leeming’s “People’s Stories”
- Sony NZ’s “Message in a Bottle”
- Progressive Enterprises and Affinity ID for “myCountdown – Delivering Dividends Through Hyper-Personalisation”
The NZ Direct Marketing Awards are organised by the Marketing Association and sponsored by New Zealand Post and Patron Data Insight. It was hosted by the Marketing Association’s chief executive, Michael Pryor and MC Michele A’Court, and the awards took place in at The Langham in Auckland. Pictures from the night can be found on the Marketing Association’s Facebook page.