S-market’s growth team opted for a genuinely data-driven operating model in which each step of the marketing program, from design to implementation, was guided by a vision derived from the data.
The core of the marketing program, which aims to activate weekend shopping and increase sales, was based on precise targeting and segmentation made with the help of data.
Based on their analysed potential, the customers who shop at S-markets on weekdays and the customers who shop at competing market chains but live within S-markets’ area were selected to the target group of the marketing operations. The creative idea took customers on ”Makumatka – Tasty food journey” with monthly themes.
The marketing program was based on continuous experimentation. The data revealed both the well-performing and the poor-performing solutions and content. The experiments were either abandoned or invested in, depending on which category they fell into. Based on the data, the tactics that proved most successful were automated into continuous marketing programs.