Sainsbury’s is using digital marketing to reach more people


Sainsbury’s is celebrating its status as the UK’s second-largest online grocery retailer, and it has done so in part by increasing its market share. Sainsbury’s has credited a strong performance by brands including Argos, Habitat, and Tu for improved sales. The retailer announced they will be making an even stronger push into digital content in order to maintain growth online as well!

Sainbury’s figures

Retailer Sainsbury’s reported their profits for the second half of last year, and it looks like they were quite successful. Their underlying profit before tax was £371m which is 23% higher than during this time last year.

Sainsbury's is using digital marketing to reach more people
source: Fikri Rasyid

Overall, sales were up by 5.3% and fuel sales increased 62%. Grocery store numbers indicate a 0.8% increase in comparison to last year’s first half while 9.1% more was seen after the pandemic had passed which shows how resilient consumers can be when faced with crisis situations like this one before them! 

The group has maintained an increased level of digital sales after consumers changed their purchasing behaviours during the Covid-19 pandemic. Some 39% (or £5.8 billion) in total retail income was derived from online sources over this period, accounting for almost half (47%) of all grocery purchases made at home by UK residents alone.

“We find that customers really respond to digital marketing in terms of both value and innovation, so that has been a strong platform for us and we have continued to grow it as more customers have shopped online,” Simon Roberts, Sainsbury’s chief executive, told Marketing Week.

Sainsbury’s plans to maintain and drive further growth in digital sales, after being the biggest winner of market share during this reporting period. Roberts confirmed that Sainsbury’s now has a 21 3% by value which puts them right up there with Tesco who leads at 24%.

Loyalty schemes are one of the most effective ways to market products, and Sainsbury’s is no exception. Like other major retailers who depend on this data for their business operations like Tesco or Boots – it will be boosting its loyalty program in order to deliver targeted ads that resonate more deeply with customers.

Sainsbury’s is confident that its Food First strategy, which puts food back at the heart of its supermarket brand has been successful. They say they have seen success with Aldi price matching offers and improved customer experience as well online offerings in recent years due to these investments.

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