Accelerating Sales Growth with a Data-Driven Marketing

Challenge

Customer behaviour data revealed potential for additional weekend sales at S-markets across Finland. S Group wanted to drive more weekend grocery shoppers to the nearest S-market. To accomplish this, they were ready to adopt a new and innovative, fully data-driven model in marketing operations.

Solution

Working with Luxid, S Group created an automated marketing program in which every step from design to implementation was guided by a vision derived from data. The program was based on precise segmentation and targeting.

• The key segments, based on their analysed potential:
• Customers who shop at S-markets on weekdays
  Customers who shop at competitors but live close to S-markets

The creative concept took customers on a “Tasty Food Journey” to exotic destinations. Monthly themes were peppered with enticing recipes and shopping tips.

The marketing program evolved through continuous experimentation. Data highlighted the solutions that excelled and those that underperformed. Depending on the results, experiments where either abandoned or further pursued. The most successful tactics were automated into continuous marketing activities.