In-store marketing effectiveness: 4 proven case studies

In-store marketing effectiveness: 4 proven case studies

Get In Touch

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 shoppers to specific items in-aisle
  • Answers questions
  • Assists with purchase

This holistic customer experience is guaranteed to leave shoppers feeling satisfied and well cared for. Shopkick has the ability to deliver that same in-store marketing effectiveness in one convenient app, and partner with virtually any CPG brand or retailer. The loyalty program works by offering kicks (reward points) to mobile app users, which can later be redeemed for gift cards to popular retailers like Walmart, Target and Amazon, dining options like Starbucks, and even entertainment options like AMC, iTunes, and Hotels.com. Traditionally, brands have relied on end cap displays, in-aisle discounts, and coupons 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 their store visits, for scanning product barcodes in-aisle, browsing digital “lookbooks,” watching informative branded videos, and more. This method of rewarding customers for non-monetized activities successfully leads shoppers down the purchase funnel to a final point of sale, ultimately earning them lucrative bonus kicks.

Shopkick capitalizes on 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 CPG players like Claritin, Kraft, Barilla, and Georgia-Pacific partnered with Shopkick 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 the brand a way to drive sales without damaging profit margins. First, educational in-app content drove brand and product awareness while shoppers were still at home, and encouraged shoppers to seek out the product during their next visit to Walmart. Once in store, Shopkick guided shoppers to shelf, and offered rewards for locating and scanning several products across Claritin’s brand portfolio. By offering rewards for engaging with the products at-shelf, and for purchasing Claritin over competitors in the crowded allergy aisle, 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 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. The CPG brand was looking to increase sales of Baker’s Chocolate, Jell-O pudding, and JET-PUFFED marshmallows at Walmart during the busy holiday shopping season. With Shopkick, the brand was able to reach shoppers as they were planning their store shopping lists with holiday-inspired recipes and content, helping to boost awareness and purchase intent at home. Once in store, Shopkickers were sent on an gamified scavenger hunt through the store to find those three specific Kraft® products in-aisle. After earning reward points for scanning the product barcodes, many shoppers went on to purchase. By bundling these three products and offering heightened kicks for purchasing all three, Shopkick helped Kraft® boost incremental 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 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. Barilla partnered with Shopkick to boost the momentum of their new Pasta Pronto product launch, and differentiate the line from other Barilla products. Shopkick inspired shoppers at home by rewarding them for viewing in-app native video and lookbook content, which helped grow awareness and explained the unique benefits of the new product line.  Shopkick users received additional rewards for locating Pasta Pronto in Target and Walmart stores nationwide. After scanning the product barcode and physically engaging with the new product in-aisle, shoppers converted at a high rate.

Campaign Goals

  • Build 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.  The CPG brand partnered with Shopkick at the launch of their new Dixie Ultra Deep Dish Plates in hopes of building awareness, trial, and consideration across Walmart stores nationwide. Shopkick first introduced the new product through branded lookbook and video content at home. Once shoppers were in-store, Shopkick guided them to the paper goods aisle, and incentivized them to physically pick up the new product at-shelf. While the product was still in shoppers hands, Shopkick’s innovative post-scan video feature highlighted differentiating product details, increasing trial and consideration. Shopkick then went on to reward consumers with 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 Post-Scan Video to Spotlight Product Features
  • 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 results driven for Claritin, Kraft, Barilla, and Georgia-Pacific indicate the 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 is unique in the fact that it not only engages customers at home, but also on the go, in the store, and at the crucial point of decision-making. Best of all, Shopkick drives engagement and sales without coupons or discounts, allowing partners to drive sales at full price and preserve margins.

Shopkick is a popular mobile app that rewards shoppers for engagement with partnering 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.

Share on facebook
Share on pinterest
Share on twitter

ABOUT THE AUTHOR

Shopkick

Shopkick is the fun and easy way to earn free gift cards for the shopping you already do. Download the app now!

Connect with our team

Shopkick Partnerships deliver lasting results for your business. Fill out this form to learn more about Partner benefits.

Get the Shopkick Insights newsletter

Research and inspiration delivered to your inbox each month.

Follow us on Facebook

Latest Tweets

Recent Pins

We’d love to hear from you!

Learn how Shopkick can deliver results for your business. Fill out this form and someone from our team will be in touch within one business day.

We’d love to hear from you!

Learn how Shopkick can deliver results for your business. Fill out this form and someone from our team will be in touch within one business day.