Coop has had a reputation for being more expensive than the average store, and in 2019, a solid work began on reviewing all prices, category by category. Something that we wanted to communicate, and the work on a massive price reduction campaign that could roll throughout the year started.
The campaign included both in and out-of-store units, train domination, out-of-home, digital advertising, and social media. As a fun way to pass the time, we dressed the inside of the subway with word braids where you could try to find as many price-reduced groceries as possible.
Coop Sverige AB
The activities and price reductions contributed to an increase in sales of 2.4% and the number of customers by 2.2%. Equally important is that the customers were more satisfied than before, and the NKI index increased by 1.5%, which was also one of the main goals.
In November 2019, the campaign won Gold in the Best Exposure and Silver in the Best Campaign category at the Inhousegala with the motivation;
“With an extremely clear message that is hard to miss, this campaign has not only increased sales but also the number of customers. The seemingly simple expression is interrupted with a bit of a brain gymnastics for the viewer, which takes the message to a whole new level. Instead of lowering, we would like to raise this campaign to the skies."