Today Sainsbury's announces the launch of a new customer loyalty magazine to be mailed to 1.5million Nectar card customers who regularly use their cards in store. The magazine, titled Sainsbury's Fresh Ideas, has been devised and published by Seven Publishing Ltd, publishers for the last 13 years of the award winning in store title, Sainsbury's Magazine.
It builds directly on Sainsbury's new brand identity, 'Try Something New Today' and encapsulates the company's commitment to service and quality.
The first issue of the new quarterly, free magazine drops on the 17th October, with the second issue hitting doormats in February 2006.
Seven has recruited Jan Boxshall, most recently editor of Boots Health & Beauty magazine, to lead the editorial team, whilst Advertising Director, Rowan Newton heads the commercial team. Seven has brought together a team of experienced sub editors, designers and ad account managers to work exclusively on the title.
There are three customised versions of the 100-page magazine, each created to suit different customer groups with and without families and of different ages. Readers will find a customised cover plus 16 pages of bespoke food, health, beauty, fashion and travel, with each section tailored to their specific life stage.
Generic content includes exclusive Jamie Oliver recipes, further food and drink news, health and beauty, homes, competitions and throughout are relevant and exclusive money-saving offers on Sainsbury's products
and services worth over £45. A welcome letter from Justin King accompanies each magazine.
Ad revenue for the first issue is more than double the budgeted figure, with clients and agencies seeing the value of delivering their messages via direct mail to these key customers.
Leigh Rengger, Sainsbury’s Head of Loyalty says: “Our participation in the Nectar loyalty scheme provides added value for Sainsbury’s shoppers, and the launch of Fresh Ideas shows how we’re continuing to use the information it provides in a beneficial way for our customers.
“Fresh Ideas builds on our new brand message and reminds our customers how easy it is 'To try something new today'. The magazine is a great way of communicating more directly with our customers and we're delighted with the finished product."
Mike Potter, Chairman of the Seven Publishing Group, comments: "In my experience, the best customer magazines work fantastically well for both readers and the client company. We wanted to bring this experience to Sainsbury's and produce a magazine that really works with measurable objectives and relevant, customised content."
Notes to editors:
· Jpegs of Sainsbury's Fresh Ideas covers available on request
· Sainsbury's Fresh Ideas will be published quarterly with the first issue dropping on 17th October
· 100 pages; high production quality; perfect bound; 16 pages of customised editorial coverage; 60% editorial
· Sainsbury's Magazine is the PPA Customer Magazine of the Year 2005, sold in all Sainsbury's stores for £1.20
