Making it happen
We wanted our solution to deliver a return from day one, so we got our finest minds to develop some pretty hard core mathematical models. These allowed us to accurately predict how much return Sainsbury's would get for a given level of investment, so they knew exactly what to expect. The models also gave us the ability to run the project on a risk/reward model. We didn't charge Sainsbury's anything for the upfront work – they only started paying once we were delivering real results, so we had a real investment in the project's success.
We trialled the platform across a handful of stores before launch. This gave us the opportunity to fine-tune the mechanics – we needed to figure out precisely what the right level of incentive was, and how we could motivate adoption across stores.
The results were great, and seeing people use the site in real-life settings validated all our modelling. Sainsbury's staff loved how easy it was to use, and we implemented a league table system that gave managers the chance to play stores off against each other to encourage people to get involved.
We've now rolled the platform out nationwide, and it's become one of Sainsbury's cheapest ways of acquiring customers.
The platform's been so successful that we're currently looking at ways to make it available to everyone, not just Sainsbury's staff. Going to the supermarket's rubbish, and we want to liberate as many people from it as possible.