medium header bg image

PANCAKE DAY: THE RECIPE FOR SUCCESS.

PANCAKE DAY: THE RECIPE FOR SUCCESS.

Unravelling the infinite combinations within your data.

Pancake Day is just around the corner! The 1,000-year-old tradition of eating Pancakes on Shrove Tuesday, provides the perfect demonstration of how individual tastes, preferences, dietary or medical requirements affect the purchase behaviour of consumers and in turn, should affect your segmentation and targeting.

Huge engagement presents massive opportunity

Every year 117 million pancakes are consumed in the UK, with people eating an average of 2 pancakes each.

A 2020 poll showed that 85% of adults intended to eat the circular treat on Pancake Day, with 64% saying they’d be making their pancake mix from scratch and 1 in 5 of opting for pre-made mixes.

With so many people almost guaranteed to be in the market for ingredients or premade mixes, the occasion marks a huge opportunity for food retailers to drive sales.

A diverse dietary landscape: How do you eat yours?

Any food retailer looking to capitalise on the opportunity Pancake Day offers should take note:

Whether influenced by ethics, medical factors or simply down to taste and preference – diets around the UK are more diverse than ever.

Consider the following stats:

  • There are 1.1m vegans in UK and nearly 3.5m vegetarians [1]
  • Around 1% of the UK population have coeliac disease, but only 24% of those are diagnosed [2]
  • 1 in 10 people and 15% of UK households now avoid gluten [3]
  • Between 1 and 2 in every 10 people are Lactose intolerant [4]
  • 32% of UK Households now buy dairy free milk [5]
  • 1 in 4 people buy sugar free confectionary including syrups [6]

In addition, 56% of British people prefer a crepe-style pancake over their thicker, American cousins and when polled 65% prefer sweet over savoury!

Now consider the fact that there are recipes and ingredients that cater for every one of the billions of possible combinations of requirements.

But how can retailers target the right person with the right ingredients?

Right Person, Right Products, Right Offer

Transactional data, browsing behaviour, as well as loyalty and rewards programme data, offer a rich source of information for retailers to utilise.

With so many possible combinations, insight from data analysis, powerful segmentation and product clustering and highly personalised communications are key to capitalising on the opportunity.

With the right approach, brands can ensure every one of their customers is targeted with the perfect Pancake Day ingredients and receive tailored offers designed to trigger new behaviours, such as trialling/adopting premium alternatives to increase average transactional value.

Add further value to your communications by including recipes utilising targeted ingredients!

Making the extremely complex, painless

Of course, the opportunity to give your customers what they want, when they want it does not just apply to Pancakes!

Unravelling the infinite possible combinations contained within your data, and translating them seamlessly, into campaigns that drive sales and make customers feel valued, could induce a headache.

At Go Inspire, this is what we do for the biggest brands in the UK, every day and we are the experts at delivering highly personalised communications on a massive scale, and our data-driven approach is award-winning.

For example, check out how we delivered 791,519,040 possible permutations across 710k mailing volume, for Tesco Ireland!

Get in touch to discuss how we can help you deliver the right message, to the right person, at the right time!

LET US INSPIRE YOU.

OUR AWARDS

We deliver award-winning campaigns for the UK’s biggest brands

OUR AWARDS

We deliver award-winning campaigns for the UK’s biggest brands