Prisma shopping list
Overview
The shopping list is an e-solution for compiling a list of goods needing to be purchased at the supermarket. The shopping list helps people better plan their shopping, keep their costs under control and avoid impulse buying.
The main values of the shopping list campaign conducted in May 2010 were raising awareness of the need to plan shopping and promoting the use of shopping lists.
The shopping list could be drawn up on the Internet as well as in-store, where the printed shopping list can be used.
Values
- The shopping list can be used in all stores. It is most convenient in Prisma stores, since it is put together based on the location of items in Prisma supermarkets.
- Shopping lists can also be sent by e-mail and printed out in a convenient format. These forms are also available in Prisma stores.
- The main value of the campaign conducted in 2010 was raising awareness of the need to plan shopping.
- The campaign tool created on the Internet is a simple Flash-based solution which, in a certain sense, operated as a pilot. It received considerable feedback, providing input in terms of how the e-solution could be further developed and improved.
Goals
To raise awareness of the usefulness of making shopping lists. The campaign also provided additional resources both in stores and online in terms of putting a shopping list together.
Results
Ostunimekirja kampaania ajal kasvas Prisma kodulehe külastatavus 25%, tehes lehe kõigi aegade kampaaniaaegse tõusu rekordi.
Visits to the Prisma website went up by 25% during the campaign, breaking its record for increased use during a campaign. The number of comparable Prisma client purchases had increased by the end of the year by 9% and sales by 16%. This cannot be attributed to the campaign alone, but its impact was considerable.
Changes in sales during the campaign period alone (May-June) were as follows:
- recognition of the Prisma campaign slogan was 50% by Midsummer, which is an excellent result given the timeframe (2 months);
- although Prisma’s media costs (retail trade investments in media) amounted to just 1.5% during the campaign period, visibility was 40%;
- visits to the Prisma website increased by 25%, breaking all records;
- the sales index was 103% (105% by comparable building);
- the customer purchase index was 103% (105% by comparable building); and
- the shopping list idea was also widely reported on in the media.
Client’s assessment
Kadri Lainas, Director of Marketing and Communications: We weren’t merely happy with the result – it exceeded all of our expectations. Although it was essentially an image-boosting campaign rather than a sales campaign, it brought us more additional customers and boosted sales more than we ever thought it would. It’s true to say that cool things always get people’s attention, and good advertising doesn’t always have to be put together from the perspective of the store, but from the point of view of making customers’ lives easier.
We were very happy with the efforts of the entire project team. The results speak for themselves!