Woolworths
Everyday
Rewards

The Everyday Rewards program uses data driven, highly personalised customer profiling to engage with it’s members to deliver content relevant to their buying habits and lifecycle within the program. Leading a creative team of designers, copywriters and motion specialists, I collaborated with our product and data teams, to provide creative solutions as part of a performance marketing model across eDM, social, display and print. Testing creative through copy, imagery, motion and colour across multiple customer segments to ensure campaigns performed. I created over 150 eDM modules and a design system to streamline the delivery of over 38 emails a week, each with variable personalised content.

Results

Contributed to the Rewards Program’s success since joining in 2016, achieving 25% yearly incremental memberships, taking memberships from 7 million to over 12 million in two years.

Played a key role in the Rewards program’s success, accounting for over 20% of Woolworths Supermarket’s revenue within 2 years.

Recruited a team of 6 skilled professionals, including copywriters and designers with motion expertise, within 6 months, delivering capabilities to expand Everyday Rewards into new channels.

Demonstrated expertise in combining customer data with creative executions, resulting in doubled membership within 2 years and building a competitive portfolio of partners to challenge Flybuys.

Transitioned from a creative agency background into a data-driven marketing space, gaining expertise in personalized channels to engage customers with the right offer, in the right place at the right time.

Rewards members have the option to put their points towards saving on their weekly shop, converting to Qantas points or saving for Christmas. Depending on their choice, they would be served relevant creative. In the above example, this was a mail box drop to drive eDM subscriptions that once signed up, members would receive regular personalised points earning opportunities relevant to their weekly spend.

Result
A 6% uplift in subscribers across approximately 10 million members. Marketing cost vs increase in basket-size across a member's lifecycle projected positive cost vs profit.

The same level of personalised preferences for customers carrried through to their Apple wallets giving them a clear view of points balance and chosen method of collection.

To coincide with the launch of Woolies brand coffee pods, I designed a suite of personalised mail drops targeted to Rewards members. Each sample was personalised based on a members purchasing history and choice of coffee strength. The objective, encourage members to shift their buying habits to home brand products.

Result
A strong conversion rate of around 13% and an ongoing regular purchase rate of 9%.

Everyday Rewards partner streams provided members with additional opportunities to earn bonus points. To drive cross-shop habits I designed mail outs that targeted a members preferences when shopping at BWS, the liquor arm of Woolworths. Highly personalised, these DMs offered members savings on their favourite purchases plus even more points earnings on top of their groceries.

Result
Timed delivery of these DMs leading up to Easter, Anzac Day, Australia Day and other social events created an uplift in basket size. These DMs corresponded with paid social campaigns with suggested pairing of drinks with food. An uplift of 4% in cross-shopping amongst members.