Saw what I think is a smart move by Sainsbury's in my local store this week. The only frustrating thing is that its an idea we proposed to Tesco a year ago! As part of their 140th birthday celebrations, Sainsbury's are inviting customers to nominate a local charity to support. The one with the most votes becomes the store's charity of the year.
I like this:
1. It makes CSR (corporate social responsibility) much more personal. Rather than a big national charity, you can support something local you really care about. CSR becomes "Consumer's Store Responsibility".
2. It gets customers involved and gives them a role in selecting the charities to support
3. It has the potential to create real buzz and word-of-mouth locally when the charity gets the money. There is a good chance you may hear a story from someone working for, or benefitting from, the charity.
4. It builds on an insight that shoppers main relationship is with their local store, not with the "corporate brand".
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Posted by: email lists for sale | July 23, 2012 at 08:50 AM
I took part in the Sainsbury's Sport Releif mile but I did it at my school and none of us had nbemurs. We all dressed up in funny costumes and got a medal at the end. I sprained my ankle and limped the next mile because I did 2.
Posted by: Kevin | May 29, 2012 at 11:23 AM
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Posted by: Shopping Cart Software Solutions | November 18, 2011 at 05:00 AM
I like this also, but think Waitrose do it far better by giving shoppers green tokens which they add to a choice of local charity boxes as they exit - so one is voting with ones feet, while actually making a "donation". And it feels more ownably branded.
Posted by: Silas Amos | June 19, 2009 at 11:51 AM
It would be interesting if they shared the responsibility; think local and global. The majority of funds would go to the popular charity of the local store but have a portion of funds go to the most popular across all stores.
Think local and global :)
Posted by: NWGuy | June 18, 2009 at 06:22 PM