Net sales

Continente publishes personalized weekly brochures for Continente cardholders

Continent a launched personalized information leaflets for loyal shoppers, as the Sonae-owned retailer seeks more creative ways to connect with its customers.

Launched in pilot mode in 2020, personalized leaflets are now available to all families subscribing to the Continent Card.

Personalized purchases

A supporting marketing campaign explains how the system works – highlighting only the products each customer buys regularly, representing a personalized Contintente store.

By scanning a QR code, available on all campaign media, customers can access their own personalized flyer provided they have installed the Continente Card application, on which the information is permanently available (and updated weekly ).

Continente’s personalized flyers were awarded last month at the Modern Retail Awards, in the Best Personalization Strategy category.

Last November, the concept flyer received the ‘Gold’ award at the Efficacy Awards, in the ‘Distribution and Restaurants’ category.

Data capture and artificial intelligence

The personalized element of this service is achieved through the processing of data captured through the Continente map, as well as the application of artificial intelligence and machine learning methodologies.

The data includes information about customer purchases, product-level information, and the relationship between the customer and each product, resulting in a combination of hundreds of variables.

Key benefits of personalization include a more organized shopping experience and the added opportunity for savings, tailored to each customer’s real needs, the retailer said.

Read more: Continente named ‘cheapest’ online supermarket in Portugal: study

© 2022 European supermarket magazine – your source for the latest retail news. Article by Conor Farrelly. Click on subscribe register for ESM: European Supermarket Magazine.