Case Study: Sainsbury’s

Sainsbury’s Business Direct provide tailored gifting, reward and voucher solutions to organisations with a range of prepaid payment methods that can be redeemed at Sainsbury’s supermarkets.

The Challenge:

Sainsbury’s approached Industry to help target decision makers within local councils who were responsible for supporting vulnerable people in the community.

Sainsbury’s had identified that the councils were handing over cash to help support those in need. By switching to a Sainsbury’s gift card, the council could make their budget go further as the cards are available at a discounted rate. They were also able to put in place processes to ensure the cards were redeemable against food purchases only.

The Campaign:

Industry sourced over 6,000 datasets, made up of contacts from public sector bodies who could be responsible for people in food poverty.

We wrote to the councils to offer an overview of the scheme, and a case study of a recently completed pilot with Sheffield City Council.

The campaign was carried out over four phases using highly personalised, plain text content, offering a complimentary guide and case study for the initiative.

The guide and case study could be obtained by replying with a request for further information, or downloading from a link in the initial email. This was followed by second phase email one week later, which targeted non-responders and offered them the guide and case study.

Two subsequent email phases offered the option to register for a consultation with the Sainsbury’s Individuals in Crisis team.

The Results:

The campaign generated over 1000 leads, and helped create over 100 qualified meetings for the team at Sainsbury’s to attend.

Discover more:

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