Sainsbury’s recently launched its ‘Feed your family for £50 a week’ promotion which, as well as being heavily promoted on television and in store, has a great online tool.
The website, which heavily is image led, is a strong marketing tool for the promotion as well as driving sales.
The homepage outlines the benefits of the plan and provides a link to the meal planner itself. This has been smartly designed in a calendar style so that customers can see the meals day by day and then click through for recipes and more information.
The recipe pages give lots of detail on the ingredients needed, the nutritional information and instructions on how to cook the dishes. Cleverly Sainsbury’s have then included a link to buy all of the ingredients needed for the week long plan; making participation this easy is a great way to encourage sales. Sainsbury’s could have cashed in even more on this tool by working out adjustments for the customer, for example adding more food for extra family members and making vegetarian substitutes.
There is also a strong social media presence on the site. Sainsbury’s are keen to get feedback on the tool and are displaying real time responses in various places. Sadly these replies are largely critical of the plan’s flaws but well done to Sainsbury’s displaying them all.
- See the planner here: sainsburys-feed-your-family.co.uk/
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