It has linked up with marketing agency Tequila and print firm Tangent Communications, formerly London Digital Printing Group, to produce direct mail using HP Indigo 3050 presses and image personalisation software DirectSmile.

The ongoing campaign has so far produced 200,000 to 400,000 mailings a month and is part of two parallel drives for Sainsbury's. One is seasonal, with the other targeting birthdays.

The push has used data from loyalty card holders about what they like to buy and has sent out mailings for special offers and free gifts. For  example, a customer who has regularly bought Italian wine would receive a voucher for luxury olive oil from the same region.
"The campaign has now been taken a step further," said Tangent director Nick Green. "Variable text now sends links to the recipient's local Sainsbury's store."

"Sainsbury's brief to us was that they wanted to retain their best customers," said Tequila managing partner Ian Thomas. "They already have the Nectar loyalty card and an ongoing loyalty programme, but a lot of the rewards they give are incentive based."
Mailers spell out the customers' names with the use of DirectSmile
and include seasonally themed images.

"Tequila have embraced the technology and have been driving the benefits to their clients," said HP business development manager Simon Addinall.

Story by Philip Chadwick