Woolworths wanted to maximise the buzz around their sponsorship of the Sydney Royal Easter Show, Brisbane’s Royal Queensland Show Ekka, and the Royal Melbourne Show. To extend the reach of its live stands at these events - and to reward and incentivise visitors to shop in-store and online- Woolworths needed to develop and execute targeted eDM (electronic direct mail) campaigns for both reward cardholders and non-cardholders.
WHAT WE DID
We designed email templates containing Woolworth recipes, deals and promotions, an event survey and food inspiration. We created two versions of the email for both reward cardholders and non-cardholders. Visitors who attended the Woolworths Kitchen stand and Fresh Ideas Workshop were asked to register their details including membership status and received their targeted email 24 hours after attending the event. The emails garnered a high engagement rate – smashing retail industry averages – and created a lasting impression on Woolworths customers.