Sainsbury’s were keen to gain a cleaner read on the effectiveness of their in-store promotions (and the impact upon customer behaviour) – to focus their in-store investment more effectively.
Shoppers were recruited outside selected stores – where particular campaign promotions were in operation. A mobilized survey was ‘pushed’ to these shoppers once they had left the vicinity of the store. Participants whether asked whether they had made any spontaneous purchases (at the category & product level), along with the reasons for purchase. This response data was then cross-referenced with the in-store promotional activity (to tie-in ‘claimed’ with ‘actual’ behaviour).
The business was able to deploy its in-store promotional activity more effectively, refining the deployment of specific campaigns by store format and size.
