Scene+

Empire became a co-owner of Scene+ and had to ensure its success in the margin-pressured grocery world. This switch posed significant challenges, including convincing customers to understand the expanded grocery benefits of Scene+, persuading Air Miles users to switch, and encouraging non-members to sign up quickly.

To ensure an easy and simple shopping experience, we kept our messages relevant and straightforward, without disrupting the customer's shopping process. From pre-store targeted ads to in-store prompts and checkout reminders. By mapping the customer journey and using strategic placements, we ensured the contextual messages were both seen and understood.

The initiative was a success, significantly surpassing our engagement targets: Scene+ membership and usage soared by 17% and 30% respectively within 12 weeks, with a remarkable 56% of members engaging weekly. We welcomed 1.2 million new Scene+ members through this launch, bringing a total of 11 million members. Meaning 1 in 3 Canadians are now part of Scene+. This uplift in loyalty program engagement underlines the value of a meticulously crafted and executed marketing strategy in the competitive grocery sector.

*This is a result of great teamwork with countless amount of talented and incredible people. Not the work of one. You are all amazing!