How do you build a brand that really speaks to your customers? At Costcutter, it’s all about using data to give the audience the right messaging at the right time. Find out how the convenience store brand is going from strength to strength.
We all know that the right marketing can have an incredible impact on driving up sales. But being able to get the right kind of messaging to the right customers at the right time requires that most valuable of assets: data.
And that’s where Bestway Retail is working hard to support its Costcutter retailers, explains Ben Campbell, head of marketing for convenience.
“We know who our shoppers are and how they shop in our stores thanks to our exclusive Shopper First program, which gives us the data and actionable insights we need to tailor our store formats, product offer and marketing approach,” he explains. “All of this is invaluable for helping our stores increase footfall, drive sales, and ultimately, grow profits.”
Costcutter is passionate about building a brand that connects with shoppers, making sure they have the confidence that they will get what they need when they visit with a clean, easy and friendly shopping experience.
And the results speak for themselves: in the first six months of 2023, the business’ adverts were viewed more than 50 million times, generating more 220,000 clicks and tracking about 357,000 shoppers into stores. And that’s following on the heels of an impressive 2022, with more than 480,300 registrations for online games and more than 9,400 hours of shopper engagement.
The marketing package is “award-winning and multi-channel”, continues Campbell, helping to “drive sales and increase footfall into our retailers’ stores”.
It’s all about advertising the best, big brand promotions to relevant shopper personas. Costcutter changes its advertising depending on the product and time of year to make sure it is targeting the right people, in the right place, at the right time. So whether it’s a pizza and beer meal deal, a chocolate bar or a bottle of fizz – a data-led approach ensures maximum impact for the message. So what does this look like in practice?
Social media
Costcutter is continuing to build its social media presence and gain engaged fans across all channels. Now, an average three-week promotion period across social media reaches about 300,000 shoppers and delivers 30,000 clicks to the online store finder, driving shoppers into store.
Digital development
Costcutter has implemented a local search engine optimisation data management tool, which allows the company and its retailers to manage what shoppers see when they search for stores online, with everything from opening hours, contact details and images of the latest available offers. This is managed centrally to ensure the best rankings and visibility for retailers, achieving 6,955,000 listing viewings per month and driving footfall into its stores.
Easy online ordering
Costcutter offers its retailers access to Vault: a simple, one-stop platform where they can order additional point-of-sale (POS), generate their own bespoke branded posters or social media posts, as well as ordering uniform and consumables, and all the signage they will need to display.
Attention-grabbing POS
Costcutter supports its retailers with high-performance POS to engage customers at the shelf edge, alongside digital and social media advertising and online games throughout the year to engage with shoppers, boost shopper footfall and drive sales in-store.
To make things even more exciting, Costcutter works with some of the biggest brands to bring seasonal campaigns to life. Alpro, Heineken, Cadbury, Jack Daniel’s, Budweiser and Baileys are just a few of the suppliers that have recently chosen to work in partnership, raising the profile of the brands and retailers’ stores.
No comments yet