Samantha Walker & Melissa Gater
CONCEPT
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The Secret Sweep is an in-store innovation that involves finding marked items in store and collecting points that equal prizes. Items with such stickers on will be hidden around the store daily for customers to find. If they find the items and take them to a checkout, with their own shopping, they will gain points on their Secret Sweep points card that can then be redeemed for a range of prizes. This makes the shopping experience more enjoyable and fun and gives an incentive to shop in-store rather than online, as it is exclusive to stores.
This is based loosely on the game show Supermarket Sweep, which was popular in the 90’s. As this innovation is targetting the next generation of shoppers, they should relate to and enjoy the concept as they may have grown up watching the popular family game show. Morrisons primary brand colours are continued throughout the design of The Secret Sweep products, allowing it to be a permanent Morrisons innovation.
Samantha Walker & Melissa Gater
INFORMATION LEAFLET & POINTS CARD
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HOW IT WORKS
Look for items in store with The Secret Sweep stickers on, these items mean points and points add up to prizes.
Each item you find gives you 5 points and you will receive a prize with every 15 points. These vary from tote-bags and trolley tokens, to vouchers to spend in store.
Keep an eye out for the Super Secret Sweep Item which will give you a ÂŁ50 voucher to spend in store. One item will be placed in each Morrisons store each month. Use your personal points card to hold and collect your points. This will be swiped at the till if you have found any secret items.
Check how many points you have at any time online at morrisons.com/thesecretsweep or download The Secret Sweep app for free! You can also ask any check-out operator to check your balance in store.
Start your sweep today and collect your points on this card.
Points cards will be available to customers in store and will be held in small leaflets that explain how The Secret Sweep works. Cards all have barcodes and magnetic strips allowing them to be swiped or scanned at checkouts. Cards all have unique numbers allowing the user to register their card online, with their own details to ensure their points are kept safe. Points will also be printed at the bottom of receipts and customers can request a balance check on their card at any till, so less tech savvy audiences can also get involved.
Samantha Walker & Melissa Gater
INFORMATION LEAFLET & POINTS CARD
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Cards are the same format as standard credit cards so can easily be kept in purses and wallets for convenience. Cards are attached to the information leaflets with a temporary adhesive to allow easy peeling.
Samantha Walker & Melissa Gater
PRODUCT IDENTIFICATION
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Stickers would be distributed to stores upon launch of The Secret Sweep and managers would apply them to 35 products daily. The application of stickers would be random and reliant on store managers discretion and trust.
Samantha Walker & Melissa Gater
POINTS MEAN PRIZES
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TROLLEY TOKEN (30 points)
CAR AIR FRESHENER (15 points)
TOTE BAG (45 points)
Customers receive 5 points for every Secret Sweep item they find and take to a check out with their shopping. Prizes increase in increments of 15 and customers can redeem their points at any time for a prize, or prizes, equivalent to how many points they have, meaning if they want to continue to save for a larger prize that may require for example 180 points they have this option, but they could also redeem the points to claim several items at a lower points value. Prizes will primarily be branded products such as the examples above.
Samantha Walker & Melissa Gater
PROMOTION
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In-store and online promotion will ensure existing and passing customers are aware of The Secret Sweep and how it works. Promoting online is especially relevant to the technology aware target audience and will also encourage online shoppers to take an interest in this fun in-store innovation.
Samantha Walker & Melissa Gater
WEBSITE
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For quick access to their points customers can visit the existing Morrisons website and use The Secret Sweep section to register their cards and then login to their personalised account. This will tell them how many points are on their card in addition to some examples of what they could redeem the points for.
Samantha Walker & Melissa Gater
APP
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ICON
With the target audience for The Secret Sweep being the next generation of Morrisons shoppers, whom are extremely aware and involved with technology and their smart phones, an app will provide the simplest and quickest method for most to check their points balance.