Retail · Opportunity
Pick n Pay Connect: from sport to shelf.
A proposed Pick n Pay Connect pilot that links football, rugby and Formula 1 sponsorships to scan-and-play games and verified purchases in store.
- In-store digital screens
- Shelf, gondola-end and fridge-door media
- QR and NFC
- Mobile web app
- Pick n Pay loyalty data
- Pilot
- 8 months
- Brand partners
- 8
- Sports
- 3
- Shared platform
- 1
An opportunity Hello Brand pitched to Pick n Pay.
Chapter 1 of 8
The brief
Pick n Pay wanted to turn its brand partners' sports sponsorships into measurable sales in its grocery and liquor stores, and open a new retail-media revenue line along the way.
Who it is for. Sports fans shopping at Pick n Pay, and the FMCG and drinks brands that sponsor football, rugby and Formula 1.
What Pick n Pay gets. Engagement data linked to real purchases, a new retail-media revenue line, and a clear decision on whether to renew at month eight.
Sponsorships buy attention, but it fades before the shopper reaches the shelf. The last few metres of the store are where that attention can become a purchase.
- Pilot
- 1 October 2026 to 31 May 2027
- Where
- Pick n Pay grocery and liquor stores
- Partners
- 8 brand partners
- Sports
- Football, rugby and Formula 1
- Platform
- One shared mobile web app
- Decision
- Renew or stop at month 8
The idea
The sponsorship creates attention. Pick n Pay Connect turns it into measurable commerce.
Use one shared platform with a different expression for each brand partner. In-store media and shelf branding invite shoppers to scan a QR code or tap NFC, which opens a game tied to the live sporting calendar. Buying a participating product and verifying the till slip earns points; points become tokens to play and win.
- Turn sponsorship attention into sales in store
- Link every game to a verified purchase
- Give shoppers a reason to return each match day
- Open a new retail-media revenue line
- Keep the data inside the Pick n Pay ecosystem
- Prove value to brand partners with real retail outcomes
Chapter 2 of 8
In store: the last three feet
Retail execution turns attention into action at national scale. The offer meets the shopper on digital screens, gondola ends, shelf media and fridge doors, right where the participating products sit.
Four places in the aisle
- Digital screens
- The hero display, with the code to scan
- Gondola ends
- Partner displays at the end of the aisle
- Shelf media
- At the shelf edge, beside the product
- Fridge doors
- Branding where cold drinks are chosen
Every surface opens the same experience inside Pick n Pay Connect, by QR code or an NFC tap.
The aisle screen and the phone in the hand
A gondola-end screen walks the shopper through the loop, and the phone picks it up after the scan.
At the entrance and in the aisles
The shopfrontCampaigns start at the entrance of every store. 
Brand Box and sensorsBrand Box pushes content to the screens; pod.ai beacons and sensors sit in the aisles. 
At the tillTill-slip capture proves the purchase.
- pod.ai beacon
- In the aisle where the campaign runs, or at the entrance: sends a push notification to the shopper's phone (3 to 5 m)
- pod.ai store sensor
- In the middle of the store: tracks footfall (500 m² and more)
- Brand Box
- Wherever the screens are: pushes content, schedules slots on the reel, all via the cloud
The shopfront, aisle and till pictures are visualisations from the proposal.
Chapter 3 of 8
The shopper's journey, from the match to the till
Eight moments that stay the same for every partner: the creative, prizes and sports moments change by brand, while the data and purchase verification stay in the Pick n Pay ecosystem.
Eight moments, one loop
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See it in storeShoppers meet the campaign on digital screens, gondola ends, shelf media and fridge doors, right where the participating products sit.
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Scan or tapA QR code or NFC tap opens the brand experience inside Pick n Pay Connect.
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Open Pick n Pay in your pocketThe scan opens one shared mobile platform, with a different expression for each brand partner.
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Play the match-day gameEach fixture or race weekend creates a new reason to scan, buy, play and return.
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Buy participating productsParticipating products link the sporting moment to the basket.
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Verify the till slipTill-slip capture and loyalty data prove the purchase and release points.
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Earn Smart Shopper pointsShoppers win points by engaging with brand campaigns inside the Pick n Pay digital ecosystem.
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Reward and returnPoints become tokens to play and win, and new moments bring shoppers back.
Steps 3 and 7 are app screens from the proposal; the others are step cards built from its pictures and words. The app was proposed, not built.
The loop in six pictures
1. SponsorshipThe match or race creates the attention. 
2. See it in storeScreens and displays in the last three feet. 
3. Scan and playA QR code or NFC tap opens the game. 
4. Buy and verifyThe till slip and loyalty data confirm the purchase. 
5. Reward and returnPoints and new moments bring shoppers back. 
6. MeasureEach partner sees the value proved.
The pictures are visualisations from the proposal.
Points and tokens
- Points
- Loyalty and progress: earned through verified purchases and engagement, building status over time.
- Tokens
- Chances to play and win: points unlock tokens, and fans choose predictions, games, challenges or draw entries.
Chapter 4 of 8
Three sports, one mechanic, eight expressions
The sporting year lives at Pick n Pay: continuous fan moments from October 2026 to May 2027. Each fixture or race weekend creates a new reason to scan, buy, play and return, and each partner brand owns its own fan experience.
Match day on the phone
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The race starts at the tillShoppers buy any two KitKats, scan the till slip and enter the race weekend.
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Match-day challengesPlay more, earn more: checking in at Pick n Pay, a quiz, a match video, a referral or a match selfie each earn tokens.
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Challenge a friendFans go head to head in predict the score, a trivia battle, a penalty shoot-out or the fastest fan quiz. Bragging rights await.
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Kick at goalFans take the shot as many times as they like, spending only tokens.
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Pit stop reactionOn race weekends, fans tap when the lights go out and see their reaction time.
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Beat your timeA lap game that improves with every lap: race now and earn points.
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Redeem the rewardsTokens turn into Pick n Pay vouchers, match tickets and events, jerseys and caps, and partner offers.
Game screens designed for the pilot, one per partner and sport. Alcohol partner games sit behind the 18+ age gate. Not for persons under the age of 18.
FootballOct to May
- Predict the score: pick the correct score and earn tokens for every match.
- Match-night trivia: answer questions, climb the leaderboard and boost your points.
- Challenge a friend: head-to-head quizzes or a penalty shoot-out.
- Trophy hunt: find hidden trophies in selected Pick n Pay stores and scan to win.
- Live scores and news: match updates, highlights and exclusive content.
RugbyOct to Dec
- Predict the score: make your call and earn points for every match.
- Play: rugby games and challenges to earn more tokens.
- Scan fan cans: complete in-store challenges at Pick n Pay.
- Win rewards: turn points into tokens for vouchers, merchandise, tickets and exclusive experiences.
- Follow live: scores, news, polls and fan moments in one place, with the 2027 rugby world cup to follow.
Formula 1Race weekends
- Predict the podium and choose the pole sitter before qualifying.
- Fastest lap: predict it and earn tokens.
- Race-weekend quiz: test your knowledge and earn tokens.
- Leaderboard: compete with other fans and climb the rankings.
- Token garage: unlock rewards, merchandise and exclusive experiences.
Every game runs on the same scan, buy, verify and reward loop; the creative, prizes and sport change by brand.
Chapter 5 of 8
Build, data and compliance
Three gates protect the pilot before launch, so the platform is ready for peak load, the data is held on the shopper's consent, and every alcohol campaign is age-gated.
Build
Confirm who owns the platform, where it sits in the Pick n Pay app, how till slips are verified, and that it is ready for peak load on big match days.
Data
Capture explicit consent, segment each brand's data, and set retention, deletion and access rules. The data and purchase-verification layer stays in the Pick n Pay ecosystem.
Compliance
Age gates on every alcohol campaign, and responsible-marketing messages kept throughout.
The timeline
- August to September: scope and build.
- 1 October: brand integration and testing.
- 1 November: pilot launch.
- 31 May 2027: review, and the decision to renew.
Chapter 6 of 8
Who it is for: three sides of one shelf
The platform is built to benefit three groups at once: Pick n Pay stores, the brands sold inside them, and the shoppers who walk the aisles.
Pick n Pay storesEngage
Stores engage their own customers, unlock new revenue from the space they already have, and see each campaign's value in data.
BrandsMaximise ROI
Brands run in-store campaigns that give shoppers a reason to buy, and reach them at the moment the purchase decision is made.
ShoppersValue
Cash discounts, chances to win, Smart Shopper points and closer ties with the brands they love, all in one app.
A sample shopper
The proposal pictures one shopper to design for. She is in her forties, with a son and a baby daughter. She opens every Pick n Pay email, enjoys convenience meals and salads, pops in for a quick shop on Fridays and does her larger weekly shop on a Sunday morning. Once a month she shops online with Pick n Pay asap.
The last three feet
- Attention
- Converts to purchase
- Impulse decisions
- Happen here
- Brand switching
- Occurs here
- Media
- Directly influences revenue
Chapter 7 of 8
Beyond the pilot: the consumer engagement layer
A wider proposal (May 2026) sets out where the pilot leads: an engagement and commerce layer that adds value to Pick n Pay's retail-media infrastructure, in store and beyond. It does not replace the screens; it makes them work harder.
- Digital media: reach, inspire and generate demand on social, video and programmatic channels.
- Pick n Pay's own channels: engage and nurture high-intent shoppers in the app, email, web and push notifications.
- In-store media: influence and convert in the last three feet, on screens, cooler doors, shelves, banners and LED vinyl.
- Data and attribution: measure, optimise and prove incremental value.
What the app would add
- Buy, send and receive brand rewards inside the campaign
- In-store campaigns that give shoppers a reason to buy, with a chance to win
- Smart Shopper points and exclusive rewards
- In-store maps and push notifications for nearby deals
- Loyalty cards in a digital wallet, with till slips scanned at checkout
- Analytics and insights for stores and brands
Ten formats in the last three feet
- Digital screens
- Cooler media
- Aisle domination
- Checkout media
- Mobile reward journeys
- QR commerce
- Gamification
- WhatsApp journeys
- Receipt capture
- Instant rewards
Scope from the proposal, not results.
Chapter 8 of 8
What we proposed
Approve an eight-month Pick n Pay Connect pilot across grocery and liquor stores, with eight brand partners, three sports ecosystems and one shared platform. Scan, play, earn and win. This is a proposal: no results yet.
For Pick n Pay
- Purchase-linked engagement data
- A new retail-media revenue line
- A clear renewal decision at month 8
For brand partners
- Sponsorship attention linked to identifiable engagement
- Verified retail behaviour, not just impressions
- A fan experience of their own on a shared platform
Pick n Pay Connect dashboard
How it would be measured
8 months · sample
- Sample
286,400
QR scans and NFC taps in store
- Sample
71,350
Verified till slips
- Sample
R9,418,200
Sales of participating products
- Sample
38.4%
Returning players
In store
- Sample
286,400
QR scans and NFC taps in store
Scans and taps on screens, gondola ends, shelf media and fridge doors
- From the proposal
8
Brand partners
Brand partners on one shared platform, across football, rugby and Formula 1
| Item | Value |
|---|---|
| M1 | 22,600 |
| M2 | 31,400 |
| M3 | 38,900 |
| M4 | 33,200 |
| M5 | 36,100 |
| M6 | 39,800 |
| M7 | 41,300 |
| M8 | 43,100 |
| Item | Value |
|---|---|
| Football | 158,300 |
| Formula 1 | 66,400 |
| Rugby | 61,700 |
- QR scan 81%
- NFC tap 19%
At the till
- Sample
71,350
Verified till slips
Slips with a participating product, verified to release points
- Sample
R132
Participating spend a slip
Average spend on participating products per verified slip, excl. VAT
- Sample
R9,418,200
Sales of participating products
Verified slips times participating spend a slip, excl. VAT
| Item | Value |
|---|---|
| M1 | 5,200 |
| M2 | 12,800 |
| M3 | 22,600 |
| M4 | 30,700 |
| M5 | 39,700 |
| M6 | 49,800 |
| M7 | 60,300 |
| M8 | 71,350 |
| Item | Value |
|---|---|
| Grocery stores | 52,480 |
| Liquor stores | 18,870 |
of scans and taps were followed by a verified purchase
Coming back
- Sample
38.4%
Returning players
Players who scanned, bought and played again on a later match day or race weekend
- Sample
104,600
Players
Shoppers who opened the game at least once
of players came back for another match day or race weekend
- Kick at goal 34%
- Predict the score 29%
- Trivia 23%
- Pit stop reaction 14%
Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.
Scan. Play. Earn and win.
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