Tag: brand marketers

Webinar: CPG’s new endless aisle

Posted on by shopkick

Until now, CPG brand marketing has largely been dictated by the physical structure of an in-store aisle. Now, as customers expect to locate products anywhere and buy them at any time, grocers and brand marketers need to step up to deliver what today’s shoppers want and what tomorrow’s shoppers will demand.

In this webinar on demand, Shopkick RVP William Gonzales talks about how CPG marketers can succeed with the new Endless Aisle. He covers how to deliver highly personalized, mobile-enabled, and frictionless shopping experiences.

You’ll hear:

  • Research on how today’s consumers shop, and how marketers can engage them along the entire path to purchase
  • A success story from Barilla’s Pronto Pasta
  • A look at future trends in anytime, anywhere commerce

 

The next generation of retail experiences

Posted on by shopkick

Is your brand prepared for the CPG shopping experience of the future? Is your retail store equipped? New, innovative technologies are powering the next generation of in-store experiences and beyond. These three tips will help you create an efficient, effective endless aisle strategy.

1. Reach Consumers Pre-Store During Micro-Moments

Busy schedules and long to-do lists have fragmented the average shopper’s attention span. Dedicated ‘shopping trips’ are becoming a thing of the past. Shopping now happens during small windows throughout the day, such as 20 minutes while waiting to pick up a child from school or arrive at an appointment.

Today’s consumers place a premium on experiences, and these micro-moments offer an ideal opportunity to engage customers with educational videos or life hacks like timesaving recipes, money-saving offers, and product alternatives before they enter the store. Retailers, grocers and brand marketers need to build on the behavioral elements that drive purchase now and extend experiences across screens, beyond the store, and around the clock.

2. Focus on time spent, not clicks

App downloads are slowing thanks to a maturing ecosystem, dropping 20% among the top 15 US app publishers. However, a year-end analysis by App Annie found that time spent in apps is up by 25% over last year, so clearly this medium isn’t going anywhere. Apps remain an important touchpoint with consumers, indicating that engagement and frequency of use are the most accurate success metrics.

Consumer attention is the currency in marketing and advertising today. Retailers and brand marketers need to understand that it’s time spent that matters most, not click-throughs or downloads. As a result, it makes sense to focus more on immersing existing customers into the brand experience than enticing new customers.

3.    Develop Mutually-Beneficial Campaigns for Customer and Brand

The strongest argument for interactive engagement in-store is that ‘endless aisle’ solutions benefit brands, retailers, and consumers alike. Cutting-edge marketing technology finally enables CPG marketers to achieve closed-loop attribution for their efforts, while retailers see additional foot traffic, more guidance and exploration in-store, and movement from the perimeter to the center aisles. Consumers have a more entertaining shopping experience, save money, and accumulate rewards simply for doing the shopping they’d already planned to do.

Your brand or store doesn’t have to build a record-breaking mobile app to succeed. Consider the role interactive technology plays in your current customer interactions and how delivering an out-of-the-box, endless aisle solution can deliver better results for your marketing efforts.

Marketing to shoppers in a populist era

Posted on by shopkick

Incredible change has taken place in the US recently. Our country is different. The world is different. We’re in a populist era, which means things are changing for retailers, grocers and brands.

Today’s American shopper

Most Americans aren’t seeking convenience-focused services such as weekly meal boxes or online ordering. In fact, last year only 3% of Americans purchased groceries online. Most households are deeply value conscious and visit their local grocery stores 1.6x per week on average.

Many marketers live and/or work in the major urban hubs, which can be dangerous for brands and retailers. It’s clearer than ever that coastal cities operate as silos that don’t represent the country at large.

It is crucial for brands and retailers to be in touch with the communities they serve.

Most of our users at Shopkick are average income mothers from middle America looking for deals and rewards for making purchases.  Therefore, it’s crucial that our Postmates and Instacart-loving employees, based in the tech and agency hubs of New York, Chicago and Silicon Valley, understand that this segment has different needs and motivations than their own. We learn from our audience’s behavior, and we deliver the most relevant incentives for each touchpoint along their shopping journey: at home, when they are out and about, when they are near the store, and as they peruse the aisles.

One way to do this is to literally stay in touch with shoppers. Ask them what they like about a product or a store and what they don’t. Usually, it will circle back to the way it makes them feel. We are all human after all, and purchasing decisions are psychological and emotional.

Another important initiative is to help shoppers feel connected to your brand. They want to be rewarded and appreciated for spending their hard-earned money to take care of their families. Businesses need to understand and respect customers by offering products, services and experiences that align with their lifestyles.

For example, by spending in-person time with our customers and closely analyzing their in-app behavior, we know Shopkick customers are engaging with branded content and video in our app from their homes. Each user spends about 2.5 hours per month in the app – browsing products, watching videos, looking for kick earning opportunities, and planning her trip.

Respecting your audience’s motivations, budgets and behaviors does not have to come at the expense of business requirements. For example, discounts and coupons may influence shopping behavior, however they also cut into margins and could negatively impact the brand. As an alternative, offering rewards creates ‘moments of joy’ for shoppers, and those feel-good associations with your brand or store can increase purchases. We’ve found that rewards will motivate shoppers to go to a different retailer to buy favorite products, or to try a different brand than they typically purchase.

Understand and appreciate the shoppers of today to remain current and hit your goals. Leverage mobile behaviors. Recognize loyalty. Create a rewarding experience. And don’t forget to make it fun.