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INTRO
From margin erosion to profitable growth
Supabarn is a leading independent grocery retailer competing in some of Australia's most contested markets. Like many independents, they had a loyalty program however, it simply offered generic rewards and discounts. The question Supabarn was unable to answer wasn't whether customers were loyal –it was whether loyalty could change behaviour and drive profitable growth.
CHALLENGE
Loyalty as a costs, not a profit driver
One of the major issues with Supabarn’s existing loyalty program was the inability to identify high ‘headroom’ customers and target them with personalised offers. Relying on a one-size-fits-all model made it difficult to separate genuine incremental spend from the noise and the commercial return reflected that. The goal? Be able to design campaigns that could encourage & reward incremental spend, not simply reward customers for what they were already doing.
SOLUTION
A personalised loyalty offering, coupled with strategic reminders
Working with Slyp, Supabarn ran a targeted customer campaign that provided members with personalised challenges built around their existing weekly spend. Members were given a targeted spend challenge to beat within a week. Hit the target, unlock a valuable points reward. Delivered via targeted email, push notifications and strategically timed reminders, the campaign was designed to drive action - not just awareness. The results were immediate and compelling.
RESULTS
How Slyp helped Supabarn achieve 460% ROI
The campaign drove weekly spend from an average of $59.74 to $103.10 per customer - an uplift of $43.36 per customer, per week with 83% of customers sustaining their increased spend after redeeming the offer. Customers purchased 63% more unique SKUs and expanded into new categories, rather than stockpiling regularly purchased products. Overall, the campaign delivered a ROI of 460%. With exceptional commercial outcomes, coupled with strong customer engagement, these campaigns now run on a recurring monthly cadence.