Southern Co-op

Christmas membership campaign

Giving an altogether kinder Christmas.

Now that the numbers are in, we can share the results of a hugely successful tactical campaign we created for Southern Co-op in December.

The campaign ran throughout the festive season with a call to action encouraging Southern’s members to give a bit of festive feel-good to their community when they shopped in-store.

In the short term, the business objective was to increase the frequency of in-store visits over the festive period. The campaign was also part of a longer term strategy to drive behaviour change amongst members, moving them to a place where they instinctively know that swiping their membership card at the point of purchase is good for both their pocket and their community.

Every time they swiped their card at the till, they would add share points to their account, but importantly, Southern also donated 10p from every transaction to local Food Bank partners.

The campaign was heavily promoted in Southern’s 200+ food stores across the South of England. In-store visibility was high, with the use of window posters, hanging boards, shelf barkers, pennants, chiller stickers and POS at the pin pad as well as till screens. Social channels were used to prompt members not to forget to swipe their card over Christmas.

The mix of the simple festive feel-good message and the co-operative ethos of doing good in the local community worked. The campaign resulted in nearly 300,000 membership card transactions, giving a total donation of £30,000 to more than 60 local Food Bank partners; an invaluable and welcome contribution to these charities at Christmas time.

Oh, and in case you missed it, there’s more of our work for Southern Co-op’s membership team, here.