Case study: leading coffee brand sales impact with NCS

Background

A leading coffee brand approached Shopkick to increase awareness of its 2016 holiday seasonal flavors and drive sales of two packaged products in grocery and mass stores nationwide. To reach consumers in the planning phase, the brand wished to leverage video content to build consideration and increase brand equity. In-store, the goal was to drive engagement at the crowded coffee shelf and incentivize consumers to pick up the products. The team wanted to understand conversion and capture consumer insights throughout the purchase journey. Finally, the brand was looking to preserve margin by incentivizing traffic, engagement and sales through rewards and not coupons or discounts.

Shopkick Solution

Shopkick first built pre-shop consideration with video and editorial content to drive awareness of product assortment. Shopkick then drove traffic, in-store product engagement, and purchase conversion by motivating engagement with ‘Kicks’, or rewards

Results

Sales impact was measured by Nielsen Catalina Solutions. The overall campaign showed positive results across all key metrics including incremental dollar sales, buy rate, purchase frequency, and share shift.

    • 66 million impressions
    • 8% total incremental sales lift
    • 42% of total incremental sales were from NEW buyers
    • 66% of K-Cup sales were NEW buyers
    • 1.07% total share shift

View the full case study here

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Dima Volovik

EVP of Product and Engineering

Dima Volovik is the EVP of Product and Engineering at Trax Retail — Shopkick.

Dima Volovik is the accomplished product and engineering leader who led teams to deliver innovative and commercially successful e-commerce products, marketplaces, and enterprise solutions for Amazon, Comcast, Fandango, and Universal Music. Before joining Trax, Dima was the Director at Amazon, where he led product development and Engineering for Amazon Appstore and Amazon Prime Video, CTO at Fandango, and Paciolan, head of technology at Golf Channel/Golf Now, and Global VP of Direct to Consumer Technology at Universal Music Group. Dima’s expertise includes developing consumer products, marketplaces, and enterprise solutions.

Dima grew up in Baku, Azerbaijan, where he received his MS in Electrical Engineering from Azerbaijan Oil Academy, and he currently resides in Los Angeles, California, with his family.