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In-store marketing effectiveness: 4 proven case studies

In-store marketing effectiveness: 4 proven case studies

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Imagine you have a brand ambassador at a big-box store like Target or Walmart who:

  • Greets each shopper upon entering the store
  • Discusses the latest product news
  • Directs and personally ushers the shopper to specific items in-aisle
  • Answers questions
  • Assists with the purchase

This holistic customer experience is guaranteed to leave the shopper feeling satisfied and well cared for. Now imagine if you can bottle that in-store marketing effectiveness into one convenient app. That app is Shopkick.

Virtually any CPG brand or retailer can partner with Shopkick. The loyalty program works by offering kicks (reward points) to mobile app users that are redeemable at the Shopkick Rewards Mall for gift cards to retailers like Walmart, Target and Amazon, to dining options like Starbucks, and even entertainment options like AMC, iTunes, Spotify, and Hotels.com.

Traditionally, brands have relied on end cap displays, in-aisle discounts, and coupons in sales flyers to capture the attention of shoppers upon their arrival to the store. However, these advertising tactics have become static and are increasingly ignored by customers. Worst of all, these methods force brands to slash prices, chipping away at their market value and profit margins. Shopkick incentivizes shoppers to actively interact with brands by rewarding them for walking into partnering stores, scanning products from partnering brands, browsing digital “lookbooks,” or watching entertaining and informative branded videos. This method of rewarding customers for non-monetized activities successfully leads many down the purchase funnel to a final point of sale, ultimately earning them lucrative bonus kicks.

Shopkick capitalizes off several dominant trends to increase in-store marketing effectiveness:

Leading brands know they can’t expect to be marketplace leaders by using the same marketing strategies year after year. They must continually adapt, using the best available marketing stacks, tools, and resources. Continue reading to see how key players like Claritin, Kraft, Barilla, and Georgia-Pacific used Shopkick campaigns during especially busy seasons or new product launches to educate, inspire, and boost their in-store marketing effectiveness.

Claritin

Claritin is the third-leading brand of over-the-counter allergy medication with over $238 million in annual sales. 

During peak allergy season, they needed a way to differentiate their products from direct competitors on Walmart shelves nationwide. 

Shopkick offered a way to drive sales without damaging profit margins.

Educational in-app content drove awareness of Claritin allergy products while shoppers were still at home. Claritin used our platform to announce a charitable partnership, which increased brand affinity among new and existing customers. 

Once in store, Shopkick guided shoppers to the product at-shelf by offering rewards for locating and scanning products across Claritin’s brand portfolio in the crowded allergy relief aisle. By offering rewards for picking up and purchasing Claritin instead of a competitor, many shoppers who hadn’t planned to purchase the product ended up with a box in their cart.

Campaign Goals

  • Build Brand Awareness
  • Drive Trial and Consideration
  • Boost Sales

Shopkick Solution

  • Provide Educational In-App Content
  • Guide Shoppers to Product At-Shelf
  • Reward Shoppers for Product Engagement
  • Reward Shoppers Additional Points for Product Purchasing

Results

  • Over 28M campaign impressions
  • 4:1 Return On Investment
  • 59% Unplanned Incremental Sales

Kraft

Kraft® represents the third-largest food company in North America. They were looking to increase sales of Baker's Chocolate, Jell-O pudding, and JET-PUFFED marshmallows at Walmart locations during the busy holiday shopping season.

The brand delivered holiday-inspired recipes and content to boost awareness and purchase intent when app users were home, making their lists.

Once in store, Shopkickers were sent on an app-led scavenger hunt through the store to find those three specific Kraft® products in-aisle. After earning reward points for scanning barcodes, many shoppers went on to purchase the items as well.

By bundling these three products and offering heightened kicks for purchasing all three, Shopkick helped Kraft® boost sales across multiple product lines.

Campaign Goals

  • Build Brand Awareness
  • Drive Trial and Consideration
  • Boost Sales

Shopkick Solution

  • Provide Educational In-App Content
  • Cross-Promote Products
  • Guide Shoppers to Products At-Shelf
  • Reward Shoppers for Product Engagement
  • Reward Shoppers Additional Points for Product Purchasing

Results

  • Over 9M In-Store Engagements
  • Over 18M Campaign Impressions
  • 27% Conversion Rate
  • 7:6.1 Return On Investment
  • 55% Incremental Purchases

Barilla

Barilla enjoys notoriety as the world’s leading pasta maker, responsible for roughly 45% of the Italian and 25% of the American market share. They became a Shopkick partner upon the launch of Pasta Pronto, a new type of no-boil noodle, to boost awareness and differentiate from other Barilla products.

Shopkick inspired shoppers at home by rewarding them for viewing in-app native videos and lookbook content that grew awareness and explained the product’s benefits. 

Shopkick users received additional rewards for locating Pasta Pronto in Target and Walmart stores nationwide. After scanning the product barcode, shoppers converted at a high rate.

Campaign Goals

  • Product Awareness
  • Drive Trial
  • Boost Sales

Shopkick Solution

  • Provide Educational In-App Content
  • Guide Shoppers to Product At-Shelf
  • Reward Shoppers for Product Engagement
  • Reward Shoppers Additional Points for Proof of Purchase

Results

  • 66% Brand Awareness Increase
  • 50% Conversion Rate
  • 68% Lift in Future Purchase Intent

Georgia-Pacific

Georgia-Pacific operates under many household names, including Angel Soft, Quilted Northern, Brawny, and Dixie. 

They partnered with us at the launch of their new Dixie Ultra Deep Dish Plates in hopes of building awareness, trial, and consideration across Walmart stores nationwide.

Shopkick educated consumers at home and incentivized shoppers to physically pick up the brand new product by guiding them to the product in-aisle. Once in the aisle—using Shopkick’s innovative 2D image recognition and post-scan video features—a branded video effectively highlighted differentiating features from its competitors (while the product was still in the shoppers’ hands), greatly increasing trial. Shopkick then went on to reward consumers additional points for purchasing the product.

Campaign Goals

  • Build Brand Awareness
  • Drive Trial and Consideration
  • Boost Sales

Shopkick Solution

  • Provide Educational In-App Content
  • Guide Shoppers to Product At-Shelf
  • Use 2D Image Recognition and Post-Scan Video to Spotlight Product During Engagement
  • Reward Shoppers for Product Engagement and Purchase
  • Offer Dynamic Kicks to Drive Sales

Results

  • Over 16M Impressions Total
  • 1.7M Impressions In-Store
  • 99% Video Completion Rate
  • 50% Incremental Purchase

Drive In-Store Marketing Effectiveness With a Proven Differentiator

Debbie Zefting, Barilla Director of Shopper Strategy and Engagement, said it best:

"To have such a rich, experiential connection to customers before they even enter a store is powerful; add a rewards structure that encourages physical brand engagement and you see the kind of lift we experienced [with] significant sales growth."

The case studies of Claritin, Kraft, Barilla, and Georgia-Pacific indicate the growing importance of reaching customers at each stage throughout the shopping journey, and implementing effective in-store marketing strategies. Shoppers have long held the technology we needed to reach them directly. With the widespread adoption of smartphones in recent years and the ever-growing desire to simplify life through helpful, interactive apps, Shopkick is the right solution at the right time. Shopkick’s unique in the fact that it not only engages customers at home, but also in the store and at the point of crucial decision-making. It does not ask you to deeply discount your merchandise in order to offer a reward.

Shopkick is a popular mobile app that rewards shoppers for engagement with partner brands, particularly at the point of purchase in-aisle. Shopkick is a powerful tool for in-store marketing effectiveness, helping brands surpass competitors. Contact us to see how easy it is to get started and achieve significant ROI.