Trolley Truths New World

agency

Track

capabilties

Digital / Data / Social

client

New World

year

2024

Does New Zealand prefer crunchy or smooth peanut butter? Does (windy) Welly eat more baked beans than spaghetti? Does Rotorua really prefer blue cheese to brie? These are just some of the food debates that define our nation. And we found the answers by delving into nearly 8,000 lines of product data from New World clubcard. Millions of Clubcards are scanned at New World each year, creating a wealth of data, waiting to be crunched. We gave customers their own personalised ‘Trolley Truths’ - revealing what their data says about them, resulting in 11,425 possible different combinations! This was a truly data-driven marketing campaign and a first for New World.

We used New World’s Clubcard data to create a highly visible national, regional and personalised marketing campaign ‘Trolley Truths’"

Data and creativity sparked national conversation about the food choices we make

For a country passionate about our food choices, it has been exciting using our Clubcard purchasing data to answer some of the great national debates. Being able to then play this back to our regular customers via email, along with the savings and earnings they’ve made, is the icing on the cake.

Lauren Hockings, Loyalty Marketing Manager.

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Rows of Clubcard data

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Personalised Trolley Truths played back to customers

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