Author: Kick Writers

Kick Writers are a crew of loyalty lovers and savvy Shopkickers fueled by caffeine and curiosity. From sharing the best ways to rack up kicks to smart shopping hacks, they’ve covered it all — and they’re on a mission to make earning rewards as fun as it is easy.

How to increase sales in retail: 5 effective strategies

Posted on by Kick Writers

How to increase sales in retail: 5 effective strategies

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Understanding how to increase sales in retail centers on one critical component of the brand-customer relationship; trust. If consumers don’t trust a brand, they won’t allow that brand to help guide their purchase decisions. Brands can build this trust through transparency and personalization, but they must find effective ways to communicate their messages. As CPG brand decisions are often made in the moment by consumers, these brands must be able to create a connection that causes customers to remember their products as they make a purchase.

Loyalty is a vital driver of sales as it allows brands to stay top-of-mind during the consumer’s purchase journey. When the consumer is in the shopping aisle, they see thousands of brands and an equal amount of advertising. Most times, the CPG brand’s product is sitting on the shelf right next to its largest—and sometimes less costly—competitors. Brands must establish relationships with consumers before they even enter the store to stand out in such a crowded marketing space. They must also find ways to connect with consumers as they travel in efforts to reach them in the critical moments before purchase. Through such strategies, it’s much easier to increase sales in retail and gain a greater share of the market.

Increase Focus on Brand Safety

A major concern which does not get enough attention in the CPG industry is brand safety. Brand safety doesn’t relate to the safety of the products themselves. Instead, it centers on the safety of the platforms and marketing methods they use. When a brand directs consumers to an unsafe platform, they could suffer serious damage to their reputation. In 2018, 60% of marketing professionals reported that brand safety was a significant concern, and this is a problem which only grows more prevalent as new platforms roll out. There are a few issues that those thinking of brand safety need to consider:

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Information reliability:

Sites which post false information and made up news stories are a serious problem as they mislead the public and spread misinformation. Brands should avoid such sites if they want to retain consumer trust.

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Data collection practices:

All sites should have transparent and open data collection policies to ensure consumer privacy protection. Brands should only work with sites that follow proper protocols for collecting and storing visitor information.

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Technical safety:

Sites that run malicious scripts that cause problems with consumer’s devices are an obvious problem, but so are sites which are vulnerable to hacking due to insecure security practices.

Often, brands rely on a process of blacklisting and whitelisting platforms to ensure they’re safe routes for online advertising. Whitelists are sites which are approved for advertising as they have a strong reputation. Alternately, blacklists cover places where advertising is not served as the site has a poor reputation. Of course, it’s impossible to include all potential sources for advertising on lists. The obvious issue here is that brands may lose opportunities to connect with consumers on smaller, more niche sites which are untested.

Establish Trust and Transparency via Social Media

Social media is a powerful platform for connecting consumers and brands. Nearly 78% of consumers report they want brands to use social media as a way to communicate and connect with them. There are several ways that brands can drive these connections.

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Deliver customer service:

One of the earliest ways brands leveraged social media was to respond to consumer complaints and questions. By providing customer service on social media, brands show they are involved and actively work to resolve customer concerns.

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Solicit user-generated content:

Getting consumers to create their own branded content can be a great way to help them connect to other fans of the brand. Target managed this with its #TargetRun campaign. The retailer encouraged consumers to share details of their shopping trips under the hashtag and gained a lot of participation, as well as valuable feedback they could use to make shopping trips easier for consumers. This strategy was a smart way to reach consumers without directly advertising as it opened the lines of communication and got consumers to reach out to the retailer.

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Encourage social responsibility:

A popular rideshare company used voting as a way to drive a campaign and help consumers. The company noted that 15 million Americans reported their main barrier to voting was lack of transportation and responded with their #RidetoVote campaign. This program offered discounts for consumers traveling to the polls on election day. Through this campaign, the company gained significant buzz on social media and provided a solution to a concern for their target demographic.

Social media is not just an avenue for advertising. It offers a vital opportunity to connect with individuals and develop relationships which will pay dividends. Consumers will remember these positive interactions when they go to the store and may be driven to try products as a result.

Reconsider the Role of Influencers

Unilever made news when the company announced they were pulling away from many of their influencer marketing partnerships due to concerns over their efficacy. The company specifically noted concerns over both brands and individuals who buy followers, which was a widespread but rarely talked about problem.  

The company established a new system for vetting influencers to ensure they’d be able to forge long-term, value-driven relationships. In some markets, the company even chose to work directly with influencers not just for marketing, but in the development of products. By establishing these closer, more genuine relationships with influencers, Unilever enhanced the credibility of their marketing.
Today’s brands must do the same by taking a quality over quantity approach to influencer partnerships. By thoroughly vetting influencers and working with only those who have a strong brand connection, brands can build greater affinity and awareness which will, in turn, drive sales.

Drive Loyalty With Mobile Rewards Programs

Customer rewards programs can allow brands to increase sales in retail by highlighting their products. These programs leverage incentives which can be redeemed for gift cards, branded merchandise and other benefits. They also offer a great alternative to discounts, which may gain brands one-time sales but don’t typically drive loyalty, and can hurt margins in the long run. One of the critical factors in any rewards program is the ease of use. The simpler it is for the consumer to manage, the more likely it is they will continue to participate. As such, the best reward programs are mobile.  

Branded rewards programs can be challenging to maintain, as they typically require consumers to take a few more steps in gaining their rewards for purchase. Also, unless a brand has an extensive portfolio of products to offer, these rewards programs may not be worth it to consumers. As an alternative, brands may choose to participate in third-party rewards programs. When seeking out third-party mobile app developers with whom to partner, brands should consider several critical components, including:

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App retention rate:

While apps may gain many downloads in the beginning, that isn’t the most crucial earmark of success. Instead, brands must look at how long consumers keep the app installed on their devices. If they download it one day and then remove it a week later, it’s unlikely this will drive any sales. Brands must seek out apps with retention rates that show consumers aren’t just downloading the app, but that they find it useful.

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Active users:

Retention rates in an app can be high, but if the consumers download it and never use it, those retention rates don’t mean very much. Brands should seek out apps with high amounts of active users who regularly participate.

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Session length:

How long a consumer uses the app is also a critical component that speaks to its efficacy. If a consumer is only using an app for seconds at a time, it’s unlikely they’re retaining any branded information from it. Brands should seek out apps that users consistently access through their entire shopping trips to gain the most benefit.

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Lifetime value (LTV):

The LTV of an app speaks to how much it increases sales for mobile users compared to non-mobile users. The LTV of an app shows brands exactly how that app impacts sales lift for both new and existing customers. It also helps them determine their marketing ROI.

Third-party rewards programs delivered via mobile apps can be a great way to inspire loyalty in consumers, provided brands choose the right partners. These apps also offer an additional benefit of allowing brands to reach out to consumers in the shopping aisle.

How to Increase Sales in Retail Using In-Store Gamification

Gamification is a strategy brands can leverage via mobile apps to increase sales in retail. Essentially, this gamification turns a simple app into a fun experience that consumers can enjoy as they shop. Shopkick uses this type of strategy in conjunction with incentives to drive sales. Consumers can collect rewards points from the app in several ways.

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Points for entry:

When a consumer enters a participating location with the Shopkick app open, they automatically receive rewards points. This virtual greeting starts the consumer’s shopping trip off positively and encourages them to use the app even more.  

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Points for scanning products:

Consumers receive a list of participating products which they can scan with their phone’s camera to receive more points. This process gets them to handle the product, which primes them for sale. It also turns the process of gathering rewards points into a digital scavenger hunt which makes the shopping trip fun and engaging.

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Points for purchases:

Consumers can scan their receipts to receive more points for the products they purchase. This enhanced reward creates a memorable experience for the consumer which builds positive brand affinity.

Consumers often view rewards points as having a higher dollar value than their simple face amount as there is an emotional return for collecting them. By offering them opportunities to earn rewards during various stages throughout the purchase journey, consumers are likely to use the app more often which, in turn, helps them remember the participating brands.  

Brands must build consumer trust when working to increase sales in retail. By establishing a strong relationship with consumers before they reach the store, brands increase their visibility on the shelf. Rewards programs delivered via mobile apps also provide a way to connect with them right before they make a purchase decision. These strategies hinge on consumer trust, which is why brands must be very selective when they choose their marketing partners for reaching traveling consumers.

Shopkick partners engage consumers in the shopping aisle with our fun, intuitive app that provides rewards for interacting with brands. To see how our app can help you reach a wider audience, contact us.
Posted in b2b

Earn MONUMENTAL Kicks for Presidents’ Day Weekend

Posted on by Kick Writers

Presidents’ Day weekend has officially arrived. These next few days have long received my vote as some of the best of the winter. I think that’s due in part to being able to enjoy a celebratory weekend off with friends and family. In between catching up and adventuring around town, our time together is also typically punctuated by shopping the holiday sales. This year they are even more worthwhile thanks to Shopkick! Let’s peruse the top five categories, shall we?

Athleisure:

I just heard this is the time of year when New Year’s resolutions are put by the wayside. Not this year! If working out and reaching your fitness goals is on your agenda for the year, let’s keep the momentum going.

Stop into Modell’s to get your fitness into gear with all of your sport’s must-haves as well as a new pair of sneakers. You can also shop and earn big kicks at Fabletics! Sometimes working out is all about confidence and wearing what you love will help.

Everyday:

Whether you’re prepping for spring cleaning or wanting to stock up on all of your family’s must haves from food to toiletries, Presidents’ Day weekend is a great time to check things off of your list! Walmart.com has everything at fantastic prices, and you can also shop in bulk through Sam’s Club! Both stores are offering big kicks online this weekend when you shop through your Shopkick app.

Fashion:

I have spring fashion on my mind thanks to upcoming trips {LINK TO TRAVEL BLOG} and the arrival of warmer temperatures, which means I’m already looking at spring fashion. Wedding season, spring break, and every day in between, pick up new pieces online from Forever 21 with Shopkick!

Home:

If you’re planning to relax this weekend and catch up on your must-watch list, consider purchasing a subscription to Hulu! Some of the best shows are streamed through them, and you can also rediscover old shows and movies you haven’t seen in ages. It sounds like my kind of weekend! While you’re watching, you can also browse online for new home décor with Amazon Home, Overstock, and Big Lots.

Kids’ Style:

How often do you spot styles meant for kids and think, “I wish they made that in my size?” It comes to mind all the time for me! While that might not happen, there is still so much enjoyment to experience while shopping for your favorite kids at Carter’s and OshGosh B’gosh! This weekend, both brands are offering double the kicks when you make purchases in store with Shopkick.

How are you spending your Presidents’ Day weekend? We hope you earn MONUMENTAL kicks!

Love is in the Air

Posted on by Kick Writers

In January, the holidays officially came to a close and winter’s coldest temperatures arrived over the course of a few weeks. One month seemed to last for a very long time, so it shouldn’t come as a surprise that I was battling some serious cabin fever. I realized it was time for me to look to my forever cure: travel!

Earn kicks when you book with Booking.com and Hotels.com.

Whether I’m planning a trip that’s days, weeks, or months away, I always love getting lost in the pure enjoyment of planning flights, hotels, experiences, and food. And, my two favorite tools for planning are Booking.com and Hotels.com. What’s even better is you can join me in earning 10 kicks per $1 spent when you plan and book your trip through either site while using your Shopkick app between now and February 18! This month, love truly is in the air.

Where will you go?

Just in case you love talking all things travel too, I thought I would offer more inspiration. My first question: Snow, sand, or city? Let’s dive into all three!

Snow

February and March are two of my favorite months to travel. Spring’s arrival is palpable, but the seasons haven’t changed just yet. As a result, a getaway to the mountains to ski, snowboard, snow tube, and ice skate is a definite possibility. As an East Coast resident, Vermont is one of my favorite spots to ski. There is plenty of snow, and I love exploring the quaint towns in New England when I need a break from the slopes. Of course, Colorado, Montana, Wyoming, and Northern California also have incredible mountains too if you would prefer to head west! They’re all on my list to experience, and you can book your ski trip with Booking.com and Hotels.com through the app.

Sand

By this point in the winter, a warm getaway to enjoy the beach might be more up your alley. Florida and Southern California both have plenty of beaches to enjoy during this time of year. Miami, Boca Grande, and Naples are all excellent beach cities in Florida with plenty more to see off of the sand. And, any of the beaches from San Diego to Los Angeles always promise beautiful views! You could also plan the ultimate trip and skip outside of the U.S. to explore Mexico or the Caribbean.

City

In my opinion, there is never a season in which a trip to the city is not a wonderful idea. The winter offers a great opportunity to explore all of the indoor spots a city has to offer, which means plenty of time spent in museums. You can also add coffee shops, restaurants, shopping, and all things cultural to your experiences list. Check to see if the city you plan to visit has an indoor botanical garden, too! No matter the season, there are always flowers blooming inside. If you are looking for a new city to explore, I always hear incredible things about Boston, Charleston, SC, Chicago, Dallas, New York City, Philadelphia, San Francisco, and Seattle. Which city will you visit when you book using Booking.com and Hotels.com through Shopkick?

Whether you choose to visit the mountains, beach, or city, I am certain you will be happy you said yes to traveling solo or with family or friends! So, where will your getaway take you?

Attract and connect: How to engage customers in retail

Posted on by Kick Writers

Attract and connect: How to engage customers in retail

Get In Touch

The best way to determine how to engage customers in retail is to understand them on an individual level. While this may seem like an impossible task, big data and machine learning are making it easier to discover what drives consumers to buy and stay loyal to a brand. Individuals freely provide data brands can use to better understand consumer buying behavior. Marketers just need to know where to look for this information. By engaging with consumers in the places they congregate online, and using that information to heighten the in-store experience, brands can improve sales and increase market share.

When attempting to compete with digital shopping, retailers look to digitally enhancing the brick-and-mortar experience rather than pouring all of their resources into eCommerce. Brick-and-mortar shopping still offers many benefits to consumers that online-only options can’t compete with, like the ability to physically interact with products and take immediate delivery. Using mobile options can improve the ability to connect with consumers in the store and target them with personalized offers.

Understanding the Needs of Customers Through Big Data

Social media mining is one of the main tactics brands and retailers leverage to gain information about consumers without invading their privacy. This strategy makes use of public text posts to discover trends and determine which types of marketing provide the highest ROI. Brands may target one particular platform when mining this information, or they may use an aggregation of data based on brand name mentions.

Unilever—a company that boasts over 500 brands in its portfolio—has an active data analyses program which helps them gain insight on consumer perception and how it impacts sales across their categories of products. The company uses their own proprietary process for acquiring this data and uses it to make informed marketing decisions. Unilever underlined the power of this strategy in an evaluation that disproved all the assumptions made regarding one of their most popular brands: Ben & Jerry’s.

Ice cream as a product has a few typical assumptions made about it which would impact marketing. Most individuals consider it a summer treat, designed to cool people down in hot weather. They may also think of it as an impulse buy, rather than a product consumers plan to purchase. These assumptions impacted ice cream marketing industry-wide for decades.

However, in 2015, Unilever’s data showed that ice cream is not an impulse buy. They noted individuals tended to talk about it on social media from Wednesday to Friday but saved their purchasing for Saturdays. Also, those same posts showed Unilever that consumers didn’t typically care about the weather when it came to buying ice cream, choosing the treat on rainy days as often as sunny ones.

This data was used in the planning of Unilever’s programmatic and organic content marketing. The company knew that banner ads for Ben & Jerry’s, for example, wouldn’t perform well on Sunday, Monday or Tuesday, as social media showed individuals spoke about the product later in the week. This allowed the company to time their ads more appropriately. They avoided wasting PPC funds on advertising on low-interest days and were able to put those funds towards increased ad purchases on higher-interest days. Through data, the company was able to gain insight into consumer behavior.

Brands should consider how they may have allowed assumptions regarding certain products to color their marketing. Then, they should use the data that’s already available to prove or disprove those existing theories. This strategy helps brands target advertising more effectively and discover new markets. It can even assist in guiding consumers through the purchase journey in the shopping aisle.

Using Mobile Apps to Guide Consumers in the Store

Mobile apps can enhance the customer shopping experience by helping to guide them to products which may interest them. Consumers download mobile apps and agree to receive advertisements and other information from them, which eliminates the often disruptive aspect of marketing. These apps deliver a level of personalization which other advertisements can’t. There are several reasons for this, including:

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Access to user details:

Retailer rewards programs have access to more information which offers a way to customize a message based on an individual’s specific details. Consider a virtual video greeting that pops up when a consumer enters a store and greets them by name. This app-based program establishes a dialog with the consumer and gets them more invested in their shopping experience. It also reduces the need for a physical greeter in the entry-way, allowing stores to better allocate personnel.

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Location tracking:

Messages based on a consumer’s location offer heightened impact as they display when a consumer is near a specific product. This proximity marketing piques interest and can drive sales by making consumers aware of a product which they weren’t before receiving the message. It also allows places like restaurants and service-based businesses to offer limited-time deals during high traffic hours.

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Branded interaction and priming:

Mobile app advertising helps brands guide consumers to products in the aisle. This strategy is one Shopkick implements to improve purchase conversion. The consumer receives a listing of participating products which they can seek out and scan with their phone’s camera. Through this, the consumer is encouraged to pick up the product. The simple act of physically handling the product builds awareness, drives consideration, and primes the consumer for purchase.

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Incentivization:

Consumers receive perks such as deals and rewards points when participating in a mobile app program like Shopkick. These incentives don’t just encourage the use of the app. They also build brand affinity, as the consumer attributes the rewards to the brand they used to get them. These incentives often have a higher value to the consumer than their simple dollar value, due to the emotional return of receiving them. Rewards points can provide multiple opportunities for brands to interact with consumers, while coupons and deals are more of a one-time interaction.

Mobile apps offer brands the opportunity to connect with consumers as they travel. Through these apps, brands can help build customer engagement with products and improve sales. As these programs are scalable, they often offer a higher ROI than other traditional methods like television advertising or non-targeted banner ads.

Creating Digital Events for Boosting Sales and Driving Product Interest

Digital events offer retailers a way to improve sales during slow periods and heighten awareness of products. In some cases, retailer-specific events can even become national. This phenomenon can be seen through Amazon’s Prime Day, initially established in 2015 to celebrate Amazon’s 20th birthday. After its early success, many other retailers chose to piggyback on the idea to the point where it’s now a recognized shopping day for most big companies.

Target is one such retailer that used Amazon’s Prime Day to bolster its online sales in 2018. The retailer reported its best online traffic increase ever thanks to the event. To compete with Amazon and its massive shipping network, Target used 1,800 stores as mini-distribution centers for customer pickup and local shipments. The event didn’t just improve sales. It got consumers to view Target as a channel for online shopping while tying in the brick-and-mortar experience.
The strategy allowed consumers to engage with Target in digital and physical spaces. Having consumers pick up items in-store presented the opportunity for them to view other products and potentially purchase even more. Through this strategy, Target leveraged their competitor’s advertising, as they recognized how Prime Day impacts overall online shopping.

How to Engage Customers in Retail With Unique Digital Features

Newer digital features intrigue customers and improve their experience both online and in the store. These features can remove common purchase barriers as well, such as long lines or difficulty gaining in-store assistance. Here are just a few examples of how brands and retailers are enhancing the customer experience with digital features.

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Augmented reality:

L’Oréal has updated its makeup sampling experience with an AR platform which allows users to virtually try on products and gain more information. AR is a particularly potent strategy for cosmetics brands, as it’s tricky for consumers to gauge which color or shade to purchase online or even in the store, without sampling them. Through AR, the brand saves money on real-world samples and improves the customer experience in the digital space.

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Mobile pay:

Starbucks offers an extensive mobile platform for consumers who want to skip the wait and streamline their coffee stop. With the mobile pay option, consumers can pay for their drink before they even get to the location, to ensure it’s waiting for them. Long lines are a typical complaint of consumers industry-wide. Mobile ordering and payment apps eliminate lines and make in-store customer service more efficient.

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In-store info apps:

IKEA offers an in-store app for consumers which can help guide them to products and find deals. Such apps are an ideal strategy for mapping large retail locations, where consumers may find themselves frustrated if they can’t locate an associate. These apps can replace the need for a sales assistant by allowing consumers to search for the items they want at locations near them, without the need to wait for an associate to call around.

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AI behind the scenes:

Walmart is enhancing its supply chain by using artificial intelligence to help drivers plan routes and stores stock shelves. This strategy streamlines supply management to ensure stores always have needed items. It improves the customer experience by making it easier for them to locate the things they need and receive delivery quickly.

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Delivery apps:

Whole Foods delivers groceries to consumers locally through its Prime Now app which allows customers to place and track same-day orders. App-driven delivery programs like these help retailers provide local delivery of groceries to consumers without taking on liability themselves. Consumer demand is high as these apps streamline shopping and save them time.

Emerging digital features in retail are increasingly app-based, as these offer the most scalability and ease of use. Also, as smartphone penetration is at about 70% in the U.S., brands can connect with the vast majority of household decision makers. A strategy which leverages a variety of apps and mobile features will help brands gain the attention of consumers in the shopping aisle.
When considering how to engage customers in retail, brands should look to technology to help them better understand what these individuals want. Big data provides a way to offer a personalized message in mass markets. Meanwhile, mobile apps and other unique digital features engage consumers as they shop. In-store events enhanced with digital aspects also boost sales by intriguing consumers. As brands and retailers work to engage customers and heighten their experiences, marketing innovations driven by mobile can provide a path to success.
Shopkick provides our partners with the opportunity to reach more consumers as they shop through our intuitive app. To learn more about how our app improves in-store engagement and primes consumers for purchase, contact us.
Posted in b2b

How to Celebrate Valentine’s Day on a Budget

Posted on by Kick Writers

When I think of February, Valentine’s Day always comes to mind first. I still remember the mailboxes I would create in elementary school before our annual Valentine’s Day parties, and I paid careful attention to the Valentines I chose to give out to friends. A personalized note was always a must! Although my mailbox creation days may be behind me, this holiday has always been about spreading positivity (and love!). As a result, I can’t help but celebrate every year because I’m convinced Valentine’s Day will always be one of my favorite holidays.

Announcing, Week of Love!

This year, we thought we would celebrate even more than usual, so Shopkick is launching Week of Love today! We’re sharing how to celebrate Valentine’s Day on a budget by teaming up with some of your favorite retailers to give you the chance to earn big kicks as you get ready for the big day. Whether you’re prepping to celebrate with your partner, hosting a Galentine’s Day get together, or treating friends and family to a little extra holiday fun, there’s something for everyone!

Over the next week, make sure to check the app daily. That way, you will never miss that day’s reveal of the Week of Love Valentine’s Day retailer who is offering big kicks! As a sneak peek for blog readers, we can share a few of the places where you will want to shop for Valentine’s Day between now and next Thursday.

Valentine’s Day Gifts & Big Kicks:

You can find just about anything on Jet.com! The site is home to a wealth of top brands for home, entertainment, and fashion. Peruse the site, and pick up a new kitchen appliance, the coolest headphones, or even a new bag. There’s also a great kids’ shop!

I don’t think I’ve ever met anyone who doesn’t enjoy a surprise delivery of flowers. Great news – 1800Flowers is in on the fun! I can’t reveal which day their kicks are going live, but I can say your blooms will be delivered in time for Valentine’s Day. If you want to do something extra special for your mom, this is the moment!

There will even be an opportunity to score big kicks on a great date night. Keep your eyes peeled for Fandango’s big kicks! Plan a cozy night with your partner or your girlfriends on Valentine’s Day at the movies. Going out to dinner or stopping for drinks before or after your screening is the recipe for a fun night together!

There will be even more retailers announced throughout the week, and you can also find plenty of gift inspiration for her and him in our lookbooks. Happy Week of Love, all!

How are you celebrating Valentine’s Day? Let us know!

Make sure to download Shopkick for free, and join us on Facebook, Twitter, and Instagram for more shopping inspiration!