Basket & Co.: a weekly offer that people actually want

The challenge

Basket & Co. printed the same weekly leaflet for every household, and most of it went straight to recycling.

What we did

1. 01

   We segmented loyalty members by basket, not demographics.

2. 02

   Models proposed offers per segment; category managers approved them every week.

3. 03

   We tested every change against a holdout group.