Waitrose hands data-driven marketing deal to Ecrebo

Retail marketing specialist Ecrebo has strengthened its relationship with Waitrose by signing a five-year agreement to deliver targeted customer engagement through its ‘Message at Till’ solution across the grocery retailer’s 350-store estate.
The improved deal follows its initial appointment last year – and will enable Waitrose to communicate with its in-store customers at the point of sale and in realtime through targeted coupons and messages.
Personalised promotions, offers and messages are printed alongside paper receipts and handed directly to customers.
Waitrose uses the technology to complement its offline marketing activity. The platform is fully integrated with the myWaitrose loyalty scheme, which has over 6 million members, enabling Waitrose to better understand their customers.
Using this insight, Waitrose can reward its MyWaitrose customers with relevant offers and messages based on previous purchases or current items in their shopping basket. This allows Waitrose to provide their customers with money-off rewards, recipe suggestions and offers introducing them to new and relevant product areas, with the right message at the right time.
Waitrose CRM marketing manager Carl Kirby said: “Since the initial trial, Ecrebo’s Message at Till platform has opened up a dynamic new marketing channel for in-store customer engagement that is incredibly agile, efficient, low cost and low maintenance. Most importantly, for our customers, it enables us to provide more of what they love in a really direct and personal way.
“We’ve proved that the Ecrebo solution works so it was a natural progression for us to move to a long-term strategic partnership. We see Ecrebo as one of the family, a true extension of the partnership, and the way in which they invest for the future and their future direction completely aligns with Waitrose and where we want to go as a business.”
Earlier this year, former Air Miles and Nectar chief Sir Keith Mills invested in the loyalty specialist – which already counts Marks & Spencer and Topshop among its client base – as part of a £12m round of funding.