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 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."
We also received a Silver in the Best Campaign category.