What discount markets did different than Migros was their one-page promotional brochure left to consumers’ door frequently. Unlike Migros’ time-to-time sales campaigns on conventional channels, these brochures helped discount markets to create an image of having a world of constant discounts. Therefore, we decided that we needed to reach the consumers in their daily life, more often.

We came up with an idea of creating a new medium to announce our discounts in Migros: Credit Card Statement, where people most complain about their high expenses. We replace the names of POS devices with the biggest discounts of the month. Those who shop at Migros with a credit card see our promotions instead of the POS name on their statements. In other words, we hack the credit card statements of banks without actually breaking any law. More importantly, we have the chance to announce our promotions on zero media budget.

We picked some of stores that was visited by different people but with low frequency. By benefitting from owned CRM data, we used effective targeting and replaced the names of POS devices in those supermarkets, simply with the promotions. We took their attention on a sensitive place, credit card statements and create call-to-action for their next grocery shopping. Once they shopped with us they would see our promotions on their bank statements online and printed at the end of the month. By hacking the banks’ credit card statements legally, we implemented our creative work on zero budget. We changed the names of devices on January 1, 2018 and the project was live throughout January. People who received their credit card statements on February 2, 2018 saw promotions lasting until February 28, 2018. Through 9 stores 45 point of sales we reached over 2 million credit card owners.

In line with the objectives we had, we increased the visit frequency of targeted stores successfully. With regard to the behavioural change, people that had visited Migros rarely because they had thought it was an expensive brand, changed their mind and started to give a chance to shop there for their daily needs. We were able to reach them in the point of tension and make them visit Migros more than once. Having showed Migros, too, cared about their budget with the discounts on the credit card statements, Migros were able to stop the decline in sales and saved over 1 million dollars in media.