South African grocery chain Checkers leveraged a content partnership with a well-known deep fake influencer to promote a new monthly subscription service on its delivery app, aimed at helping customers get more personalized offers and ultimately save more money.
When Checkers launched its monthly subscription service, dubbed Xtra Savings Plus (XS+), it was done with continued focus on helping its over 11 million Checkers Xtra Savings members save even more time and money every day. XS+ leveraged the brand's core strengths of instant cash savings and simple sign up with the frictionless delivery of Sixty60, the brand's delivery application.
XS+ is a monthly subscription that is designed to pay itself off. This investment ensures Checkers maintained trust with its customers to secure long-term profitable relationships, with benefits including unlimited grocery deliveries, 10 percent Xtra in-store voucher, and double personalized deals for only R99 per month ($6 American).
For the Checkers brand, the new approach served as a defensive strategy aimed at protecting the brand's most valuable omnichannel shoppers, who were more than three times more valuable than in-store only shoppers. With increasing local and international competition, XS+ was launched to pro-actively protect the brand's market share, which was over 75 percent.
XS+ is a monthly subscription that achieved the impossible — guaranteed savings or your money back. Leveraging the speed of Sixty60 grocery delivery and the over R1 billion in monthly savings for Xtra Savings, XS+ is the latest innovation proving Checkers' long-term commitment to its members.
For only R99 per month, subscribers got:
Sign up took less than 60 seconds on the Sixty60 on-demand grocery delivery app, and members were allowed to cancel any time, no questions asked. What's more, to increase customer trust in its savings promise, Checkers launched the 30-day money back guarantee that gave R99 cash back to any member who canceled in the first 30 days.
With a large focus on digital and in-app media, Checkers wanted to invite members who it knew would benefit from the subscription. It used Xtra Savings data to create precision audiences to target valuable customers on Meta, ensuring that it targeted existing shoppers first, and relying on word of mouth to spread to non-Xtra Savings members.
The go-to-market strategy was aimed at creating watchable content that would entertain and educate members on this brand-new innovation. Inspired by the concept of "impossible savings," and in partnership with Miles Fischer — a well-known AI leader who is famous for using deep fake tech to look like Tom Cruise — Checkers created an action-packed communication strategy that would capture the attention of South Africans, building awareness.
Rigorous customer research and a detailed plan ensured XS+ resonated deeply, with real feedback from customers shaping its features. A top-down approach to launch, with the C-suite all the way down to store managers being briefed on the plan, ensured a smooth rollout.
To spread the word publicly, Checkers partnered with AI leader Miles Fischer to create an ad called "Impossible Savings." Communications were bolstered with Sixty60 in-app messages, banners, and strategic targeting on Facebook and Meta.
These communications with amplified with automated messages across touchpoints, from invitations to redeeming vouchers and ongoing surveys. Additionally, the brand leveraged shelf labels, in-store flyers, social media shorts, PR, TV ads, digital billboards, and escalator branding to ensure maximum visibility.
Persistent banners kept "unlimited deliveries" top of mind, while in-app tools empowered subscribers with complete control. They could choose a billing date, adjust payment, or pause the plan whenever they wanted. And friendly reminders prompted them to reach the R350 free delivery threshold, pushing them closer to savings every step of the way.
Friendly reminders prompt you to reach the R350 free delivery threshold, pushing you closer to savings every step of the way.
The resounding success of Xtra Savings Plus was not merely reflected in sales figures, but also in the profound resonance it achieved with the subscriber base. Contributing up to a significant base of Sixty60 sales, these loyal members were four times more valuable compared to the average Sixty60 shopper. These individuals now contribute up to 30 percent of the total sales occurring on Sixty60.
Customer satisfaction speaks volumes. The 80 percent subscriber satisfaction rating and 87 percent retention rate each demonstrate that Xtra Savings Plus is a huge success among customers.
