Woolworths bounces back with TV and email campaign

by Noelle McElhatton, marketingdirectmag.co.uk 03-Nov-09, 09:56

LONDON - Woolworths, the former high street retailer relaunched as an online brand, is mounting a major digital campaign this month to acquire customers in the run-up to Christmas.

It has appointed direct marketing agency Entire to create and implement an email acquisition campaign in the crucial pre-Christmas period.

Woolworths was acquired by the Shop Direct Group in February 2009 and relaunched retailer was re-launched as an online brand in June 2009.

The campaign, ‘A World of Festive Fun', will target mums and aim to promote the range of products that are available at the online store.

The campaign will go live on 12 November, and run until the start of December.

As well as positioning the brand as a one-stop shop for family events such as birthdays and Christmas, the campaign will push a new Woolworths' proposition ‘Back online with more toys than Santa'.

The email strategy and creative integrates with Woolworth's above-the-line campaign running throughout the festive period.

Vanessa Preece, customer acquisition and retention manager at Woolworths, said Entire's "deep insight of the audience and email as an acquisition channel will help us to start a relationship with new customers".

The first burst of the dynamic email campaign will feature this year's Christmas gifts in the setting of a snow-dome.

Follow up emails will then be tailored according to the consumer's interaction with the initial email and website, allowing Woolworths to improve the relevancy of every communication.