24 Jan 2008


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Organic shoppers targeted through new POS package

Clear Channel

marketing

Source : Clear Channel
Affluent shoppers with a predilection for organic food and drink can be effectively targeted through Clear Channel Outdoor's new advertising solution.

Sainsbury's POS

Through its exclusive contract with Sainsbury’s – a leading multiple grocer for organic food with 27% of the market – Clear Channel can put advertisers in touch with target consumers at the point-of-sale.

According to Rob Atkinson, Group Sales Director at Clear Channel Outdoor: “We can identify stores with the highest volume of organic sales allowing advertisers to reach consumers with a high propensity to buy. In this age of media fragmentation, talking to a core, captive audience is invaluable.”

The organic market is the fastest growing food sector in the UK and as a leader in this sector, Sainsbury’s aims to continue to offer an innovative range of organic food and drink.

The first entirely organic brand to enter Checkout/Nielsen's "Top 100 Grocery Brands" league 2007, Yeo Valley, is just one of the brands driving sales in this sector.

According to Mike Bishop, Media Director at Taylor & Taylor Advertising, who works on the Yeo Valley Organic account: “Sainsbury’s is a major source of retail sales for Yeo Valley Organic so a strong presence at Point of Sale is an important element in the media mix.

“The facility to target stores that have a high proportion of organic sales adds significantly to the effectiveness of the campaign. These two factors, together with the high quality of the sites themselves, are key elements in Yeo Valley’s promotional activity.”

Independent research results from Point of Sale specialist Litmus, based on EPOS data, for a Yeo Valley Organic Milk campaign back in September 2007, revealed that Sainsbury’s stores that carried the 6-sheet advertising campaign outperformed other Sainsbury’s stores by 4.2% during the two-week advertising period.

This increased to 9.7% in the six weeks following the campaign.

Clear Channel enables advertisers to more effectively target core audiences, such as Organic shoppers, and, using tools such as EPOS transaction analysis, geographic and lifestyle targeting software and its own labelling system across the Point of Sale portfolio, top performing stores can be identified not only for the organic sector but also for Health & Beauty, Music, Games & DVD, Petcare, Household, and more...

The flexibility of Clear Channel’s Audience Solutions approach which puts the consumer at the heart of every campaign means that its campaign planning team can also offer bespoke campaigns for every brand.

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