McColl's is rolling out personalised offers on customer receipts across its entire estate. Following a trial in a handful of stores, "bespoke savings" and messages will be added to customer receipt print-outs at McColl's network of 1,223 convenience stores and newsagents across England, Scotland and Wales.
The retailer worked with Ecrebo on the technology, described as "light-touch PoS software". The solution works by pulling offers and coupons based on the basket of items just bought. The scheme was initially trialled in 80 stores and its performance measured against 80 control stores for several months.
"The importance of the local McColl's store for our customers has never been clearer," said Richard Crampton, chief commercial officer at McColl's Retail Group. "Our partnership with Ecrebo is all about better understanding their needs so we can provide a more tailored and relevant shopping experience, rewarding them with offers that are tailored to their shopping in real-time." The personalised offers will help "drive enhanced customer engagement", Ecrebo said. The solution also gives McColl's "the flexibility to target coupons to specific stores or product categories across the estate" Crampton added.
Offers will chiefly be "spend stretch" and "bounce back" types, for example 50p off a GBP5 spend at a customer's next visit to the store. The software is also used by Lloyds Pharmacy, which in May rolled out the technology to its 1,100 pharmacies, following a trial in 250 stores. Since the rollout, Lloyds Pharmacy has seen "industry-leading redemption rates" that had "exceeded expectations" it said.
"Our partnership with Ecrebo is all about better understanding customer needs so we can provide a one-to-one shopping experience, rewarding them with offers that are tailored to their shopping tendencies in real-time," said Kyle Rowe, chief marketing and digital officer at Lloyds Pharmacy parent company McKesson UK. "Ecrebo's software enables us to reach every shopper with bespoke savings whilst giving us the flexibility to target coupons specific to a single pharmacy or our entire estate," he added. Ecrebo receipt marketing is also used by Waitrose, M&S and Thorntons.
"We've been impressed with the way in which the team at McColl's have really leaned in to make this a success," said Ecrebo CEO David Buckingham. "McColl's customers will receive regular, relevant targeted offers to encourage them back in, to buy the things they want and need from their local store."