Sainsbury's launches joint venture with Aimia to provide integrated marketing solutions
Sainsburys has formed a joint venture with Aimia, the owner of the Nectar loyalty programme, to offer suppliers multi-channel marketing solutions in and around Sainsburys stores and online.
The new company, Insight 2 Communication, will provide suppliers with a 'one stop shop' solution to advertise across all of the retailer's communication channels. Opportunities include Coupon-at-Till, direct mail, all media in and around stores, including car park advertising and in-store sampling, as well as email, mobile, Sainsburys.co.uk and advertising via Sainsbury's magazines.
Sainsbury’s said I2C will plan and deliver the fully integrated campaigns while suppliers will have access to customer insights based on Nectar data to enable them to develop a targeted communications mix for reaching customers.
David Buckingham from Aimia has been appointed chief executive officer of I2C and will report to a board which includes Mike Coupe, Sainsbury's group commercial director, David Johnston, president and CEO, EMEA, Aimia, and Peter Gleason, managing director, Intelligent Shopper Solutions, Aimia. Luke Jensen, Sainsbury's group development director, has been appointed as chairman of I2C.
Commenting on the joint venture, Buckingham said: "From the home to the checkout and beyond, I2C will offer FMCGs a tailored advertising solution in and around stores and online. We'll help them plan, manage and deliver fully integrated campaigns more effectively to the millions of customers who visit Sainsbury's stores or shop online each week."
Johnston added: "The launch of I2C is testament to the growing interest in shopper marketing, targeting customers in and around stores. Coupled with our data-driven approach, we believe I2C will deliver better experiences for shoppers and greater ROI for brands who will benefit from the integrated solution I2C offers."
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