A shopper sees your ad. They play your game. They win a reward. Until now, the next step was always the same: take it to a store.
For shoppers who love the aisle, that’s perfect, and in-store is still where most rewards are redeemed. But not every shopper wants to make that trip. For them, the journey stopped there.
Not anymore. savi Smart Rewards now lets shoppers redeem online as well as in-store. Play a game, win a reward, and go straight to online shopping. No friction.
Every shopper shops differently
Older shoppers are loyal to the aisle: 74% of over-65s do most or all of their grocery shop in-store. Younger shoppers mix it up: 43% of 18–24s shop both in-store and online, double the national average. And one in five UK shoppers now does most of their grocery shop online.*
One route to redemption can’t serve all of them. Now you don’t have to choose.
Proof: Müller x MyProtein Perfect Match
Müller’s Neil Sharp knew his MyProtein shoppers were different from his Müller Corner buyers: time-poor, and more likely to shop online. So when Perfect Match launched the new MyProtein Müller Mixers range at Tesco, winners could redeem online or in-store.
Shoppers played a quick tap-and-flip match game, won instantly, and claimed their reward wherever they preferred to shop. The results:
- 62.72% reward redemption – way above benchmark levels
- 85% of rewards claimed online, 15% in-store
- 40%+ of players came back to play again
“It’s got to be the fact that shoppers could claim it online. To be able to use the gamification to take them to the digital shelf, in a very smart and very quick solution, was the winning element.” — Neil Sharp, Senior Shopper Marketing Manager, Müller
Why it works: connecting the dots
Online redemption is a new feature. But it works because of what it plugs into. savi Smart Rewards connects every stage of the shopper journey, from first ad to final basket, so nothing drops out in between.
- Engage. Social, in-store POS and on-pack or in-parcel media drive shoppers to a game. Perfect Match gave every touchpoint its own QR code, so Müller could see which media drove play.
- Reward. An instant win, with prizes managed throughout the campaign so rewards last the full run.
- Activate. In the aisle or online, wherever the shopper chooses. This is the step that’s now open to every shopper.
- Evaluate. Every campaign informs the next. Müller’s Gingerbread Run proved shoppers would play (600,000+ plays). Perfect Match built on it.
Engage, reward, activate, evaluate: one joined-up journey, with no dead end.
What it means for your brand
Neil was clear this isn’t a dairy-only model: “If you have a challenge around getting people to the aisle – physical aisle and also online aisle – this is relatively product agnostic.”
- Know how your shoppers buy. In-store, online, or both.
- Give them the choice. Every step you remove is a shopper you keep.
- Test, learn, scale. Perfect Match will be part of Müller’s strategy in 2027.
savi Smart Rewards activates across major UK grocery retailers, covering 84%+ of the grocery market. And now, the journey doesn’t stop at the store door.
Watch the full webinar recording →, read the case study and play a game demo → or get in touch to talk about your next campaign.
*savi Shopper Report 2026, OnePoll survey of 2,000 UK adults, November–December 2025.
