A loyalty campaign that rocked€¦ · A loyalty campaign that rocked ... Proud member of DJSI 150...
Transcript of A loyalty campaign that rocked€¦ · A loyalty campaign that rocked ... Proud member of DJSI 150...
A loyalty campaign that rocked Local hero product meets
food retail leader
Leading in eCommerce
Leading in sustainable retailing:
Proud member of DJSI
150 years experience in food retailing
top 10 Internationalfood retailer
Strong financial profile
Great Local
Brands
Weekly customer visits
>50m in stores
>20m online
Best Own BrandsDependable
Value
Fresher & healthier
Sustainable
~6,769 stores
~372,000associates
10Countries
Local, Personal &
Convenient
brand contextAhold Dehaize is one of the world’s largest food retail groups, a leader
in supermarkets and e-commerce, and a company at the forefront of sustainable retailing.
brand context
Albert Czech Republic is one of the most successful local brands of Ahold Delhaize Group.
Largest retail chain in the Czech Republic
300 + stores - supermarkets + compact hypers
17,000 employees
Several hundred thousand customers served daily
3x Czech National Quality Award Winner
Czech Republic population: 10 000 000
brand contextFrusack is a cause driven start-up focused on sustainable solutions for buying and storing groceries, with the ultimate goal of reducing single-use plastic packaging consumption.
Made from a compostable fabric, unique worldwide.
Produced in Europe (Czech Republic and Switzerland) - from fiber to final product.
Present in more than 1000 stores in 10 countries.
Strong focus on education, ethical, local and environmentally friendly sourcing, production and distribution.
Fully transparent and fair to all stakeholders.
Tomorrow, we want to be the same sure-thing as plastic bags are today.
Except the world will love using it.
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Values and commitment partnership Ahold Delhaize supports and promotes sustainable consumer behavior.
A six-week loyalty campaign presenting reusable packaging products was launched by Albert Czech Republic in January 2020.
Frusack was selected as one of the products. It came with completely different selling proposition and at a premium price compared to the usual reusable polyester or cotton bags.
It sounds like a risk. But was it really?
80 % of respondents find it important for companies to design environmentally conscious products Source: Accenture, 2019
70 % of GEN-Y and 54 % of millennials
will stop buying from companies that aren't
environmentally conscious
42 % of consumers are willing to pay more for environmentally conscious products Source: PWC, 2019
40 % of consumers are researching information about environmentally conscious products online prior to purchase Source: PWC, 2019
Let’s see what happens when
the leading retail chain takes a “risk” and
introduces a brand like
to meet the expectations
of the “customer
of the future”
Campaign facts 15.1. - 10.3.2020
Most of the campaign products quantity supply was estimated well to ensure availability throughout the whole campaign.
The whole stock of Frusack bags was sold out across all 300+ stores. Despite a premium price, Frusack was sold out in most stores over the first few days of the campaign and the popularity was unprecedently high.
Customer feedback
“Finally a loyalty campaign worth
collecting points.”
Outstanding customer feedback and engagement on social media.
Frusack sets were sold out in most of the stores over the first DAYS
of the loyalty campaign.
Exceptional lifestyle and business
media coverage
The loyalty campaign was evaluated as highly successful.
Albert chose to include as a hero product in their permanent store offer.
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Together we will create an outstanding co-branded campaign.
#sorryplasticbags
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