The Challenge: Enhancing Relevance in the High-Frequency Grocery Market
In the competitive Portuguese discount retail sector, Minipreço sought to deepen its connection with price-sensitive yet time-poor consumers. The challenge was to move away from “one-size-fits-all” promotions that often went unused. Minipreço needed a way to deliver value that felt personal and frictionless—ensuring that every customer, whether digital-savvy or traditional, could access relevant savings without having to hunt for them. The goal was to transform the “Minipreço Club” into an indispensable daily shopping companion.
The Solution: A Hyper-Personalized “Effortless Saving” Engine
Powered by Loyal Guru, the Minipreço Club was redesigned to put personalization at the heart of the customer journey. The solution focuses on delivering the right offer at the right moment through a sophisticated multi-channel approach:
- Algorithmic Personalization: Using real-time purchase history, the platform generates unique coupons tailored to each member's favorite products, ensuring high redemption rates and customer satisfaction.
- Omnichannel Coupon Delivery: Personalized discounts are delivered seamlessly through the Minipreço App and printed directly on the physical store receipt, bridging the gap between digital and analog shopping.
- Exclusive Brand Partnerships: Tactical discounts from leading CPG brands enable deeper savings while driving incremental sales for partners.
“With Loyal Guru, we’ve taken the friction out of loyalty. Our customers don't have to work to save; the Minipreço Club does it for them. By delivering personalized value directly to their hands—via app or receipt—we’ve made our brand a fundamental part of their daily lives.”
Minipreço Representative
The Result: Driving Loyalty Through Frictionless Value
The shift to an “effortless savings” model has solidified Minipreço’s position as a customer-centric retailer. By making discounts automatic and relevant, the brand has achieved:
- Increased Coupon Redemption: Offers based on actual habits improved the “burn rate” versus generic promotions.
- Stronger Household Penetration: Ease of use increased share of wallet by prioritizing the store where “usuals” are discounted.
- Operational Agility: Launch complex, brand-funded campaigns instantly across the network without increasing store-level complexity.
