Embattled supermarket chain Morrisons is trying to inject life into its fledgling online service by identifying customers who have not used the scheme and offering them cash off their first shop.
The campaign taps into data on customers of voucher service Quidco and offers members exclusive cashback rates, ranging from £5 to £10.
Quidco is using the demographic, behavioural and transactional data it holds on its 4 million members to pinpoint and target online grocery shoppers that have never shopped with Morrisons before.
The retailer, whose strategy was recently branded “bullshit” by former boss Ken Morrison, has opted for a gradual roll out of its online shopping scheme.
Having initially launched in Warwickshire and Yorkshire, last month it expanded to North London. It claims it will reach half of all British households by the end of this year.
Morrisons digital marketing director Amanda Metcalfe said: “We want to get as many customers as possible to give us a try. Working with Quidco enables us to reach a vast quantity of highly engaged customers and reward them for shopping with us in the knowledge that once they’ve experienced our service they will keep coming back.”
Tesco currently dominates the online grocery market, which according to IGD forecasts, will be worth £203bn by 2019, increasing by 16% from its current value of £175bn.
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