Magazines put out by Britain’s supermarkets are a new marketing hype. It is not only about touting the products, but also about explaining how to use them. Besides recipes you will find styling tips, make-up tips...etc. The best part is that you can buy the mentioned products and brands in the supermarket itself. The magazines not only help to sell more products, they also increase loyalty to the brand. To raise their sale figures, some supermarkets go even further. They use data form loyalty cards to send specific advertising brochures to the customers. Is this a step too far?
Liesbet Gillis (The Economist)
In Belgium, there are also examples of this marketing trick. Spar for example also publishes its own magazine with articles about their shopmanagers and with recipes (KOOK magazine). However, it is a free magazine, hence it is rather an advertisement leaflet than a magazine. Furthermore, I think Colruyt uses its data to send their customers personalised leaflets. Apparently, this is already a worldwide phenomenon!
BeantwoordenVerwijderenAnnelies Martens
Last year I listened to an interview on the radio (it was Radio 1 I believe). And indeed Colruyt sends specific advertisement to its customers on the basis of your loyalty card. For example; when they notice you buy a lot of 'baby stuff', they will send you advertisements with special diaper discounts etc.
BeantwoordenVerwijderenLiesbet G.