Sainsbury’s Launches Customized Magazine

U.K. grocer Sainsbury’s has launched a customized magazine that piggybacks its participation in Nectar, a popular coalition loyalty program.

Sainsbury’s will mail three customized versions of the free quarterly, Sainsbury’s Fresh Ideas, to 1.5 million Nectar cardholders who regularly use their cards at Sainsbury’s.

Each 100-page issue will carry 16 pages of content customized to three consumer groups: households with kids, without kids, and older shoppers. Standard content for all groups includes exclusive recipes from chef Jamie Oliver; stories on food, health and home; competitions; and roughly $78 worth of coupons.

The quarterly leverages Sainsbury’s new ad tagline, “Try Something New Today.” The first issue mailed Oct. 17; the second is planned for February 2006.

Fresh Ideas is published by Seven Publishing Ltd., which has handled Sainsbury’s in-store title, Sainsbury’s Magazine, for 13 years. Seven hired Jan Boxshall as editor; Boxshall had been editor of drugstore chain Boots’ Boots Health & Beauty magazine.

“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,” said Sainsbury’s Head of Loyalty Leigh Rengger in a statement. “The magazine is a great way of communicating more directly with our customers.”