Sainsbury's: Attracting promotional customers

Sainsbury's realised it was missing out on a promotionally sensitive part of the market, especially families. This case illustrates how Sainsbury's attracted these promotionally sensitive customers without jeopardising their quality brand positioning or indeed cannibalising existing sales. The result was a massive increase in sales over a 12-month period. These sales weren't generated by buying market share but were gained profitably via the use of personalised communications