In 2016, Skip set out to establish a Customer Relationship Management programme that would grow an active base of users and build a rich understanding of consumers, so enabling better media personalisation, cost efficiencies and improved response rates.
The transaction-enabled CRM programme leveraged direct till point integrations and subsequent real-time transaction data to offer compelling lifestyle rewards to consumers across South Africa’s largest retailers upon every purchase of Skip.
The campaign ran for 13 days (26 April – 8 May) with a clear call to action to buy Skip and receive a FREE Ster Kinekor movie voucher.
Front-of-pack stickers in six regions were used to amplify the campaign in-store. Conscious of the fact that most consumers would be engaging with the brand via in-store channels where connectivity and time are limited, a mobile-first plan was implemented to most effectively drive awareness and uptake.