NOVUS GODUS

In November 2016, NOVUS had to make a breakthrough to reach planned annual KPIs. We had 30 days to give the business what was supposed to come from opening three new supermarkets.

We faced purely mathematical tasks: to increase the average receipt and the total number of receipts without reducing the margin of goods.

We were the first retailers to offer customers discounts of up to 99%, and that mechanic led to a 31% revenue increase for the period compared to the previous year.

In one campaign, we addressed two different audiences at once: "switchers" hunting for profit regardless of retail network, and "loyal" shoppers committed to NOVUS and their regular shopping list.

At the checkout, both groups got an instant benefit: a lottery card with discounts of up to 99% on their receipt. Then photos of winners from each supermarket were promoted on social media with geo-targeting around those stores, showing locals that while they were staying home, someone nearby had already won a huge discount.