New World Direct offers suppliers a precision marketing tool

New World Direct Media Release
30 September 2010

New World Direct offers suppliers a precision marketing tool

New World suppliers keen to talk directly to their key consumer markets now have a precision tool at their fingertips – the New World Direct interactive online campaign planner.

The Foodstuffs nationwide cooperative has refreshed its direct marketing tool, New World Direct, with a portal that will make it easy for suppliers and their advertising agencies to plan precisely targeted marketing campaigns via post or email.

New World Direct campaigns have already achieved a 10 per cent average consumer response rate compared to the three per cent average industry standard. They include growing sales, launching new products, cross-selling customers to a new range or reactivating lapsed customers.

"Our interactive portal newworlddirect.co.nz helps users understand the service, play with data numbers and even plan a campaign using the timeline, budget and briefing tools," says Fiona Stewart, Marketing Manager for Foodstuffs Wellington.

"To drive the campaigns we use data from Fly Buys, the largest consumer retail database in New Zealand which has a reach into more than 70 per cent of the nation's households through its customer base."

The association between New World and FlyBuys sees Fly Buys purchases accounting for more than 70 percent of New World's total sales value across a total of more than 130 million customer transactions per year at the supermarkets nationwide.

"New World Direct is the gateway for suppliers to contact these high-value customers with relevant consumer offers. The marketing tool allows suppliers to talk directly to their target market via email or post," Stewart says.

New World Direct can provide data quality, customer reach and measurable results:

Data quality: Fly Buys holds sales, demographic, socio-economic and lifestyle data about its card holders sourced from sales at New World and more than 40 other Fly Buys retailers. Membership and transactional data is overlaid with other market databases for a holistic picture of the customer.

Customer reach and worth: More than 2.3 million New Zealanders actively use their Fly Buys cards, supplying a wealth of information to the Fly Buys database. Fly Buys members spend nearly 50 per cent more per week at New World than non-Fly Buys shoppers.

Measurable results: All sales by value and units are recorded for each direct marketing campaign allowing further insights and profiling of suppliers' target customer groups.

New World Direct will provide a centralised campaign management service. All campaigns, whether nationwide or in one or two regions only, are managed through Foodstuffs Wellington.

For more information see the New World Direct interactive portal... newworlddirect.co.nz

ENDS

© Scoop Media