||5 To-Do's When Activating Digital Shopper Marketing Programs
Digital shopper marketing tools are clearly enhancing the consumer shopper experience, both for the marketer as well as the shopper. However, the dizzying array of tools available can make it a bit challenging to discern which ones will provide the most bang for the buck for marketers.
A new survey on digital shopper marketing from Catapult helped provide the following five considerations when activating these programs:
1. Leverage the Proven Winners
To date, only three tools have captured shopper hearts and minds: Self checkout, printed coupons from the Internet, and online circulars, all of which are previously-existing tactics translated digitally. These tools are easy for shoppers to understand and easy to use and should be integrated where possible.
Brand Examples: Kellogg's, P&G and General Mills all have robust programs on Coupons.com and MyWebGrocer. Publix's circular integrates lifestyle images and recipes on the cover rather that just product shots with price.
2. Beware of the Bright and Shiny
Know the facts and understand where fatigue has set in. Tools such as Foursquare, QR codes, and social media are not shopper motivators, while other media darlings such as Shopkick and Checkpoints have very low shopper penetration. Evaluate the facts, and ensure you've selected tactics that deliver against your higher-level objectives.
Brand Examples: QR Codes on Heinz Ketchup bottles in restaurants and Walgreens Foursquare program.
3. Understand the Balance of PR Drivers vs. Those With Utility
The way many digital shopper-marketing tools have been leveraged to date -- such as augmented reality and location-based check-ins -- have provided good public relations opportunities for brands, but lack a real use for the shopper. Be sure you are clear with your objectives, and rethink how you leverage moving forward.
Good PR Drivers: Foursquare
Good Utility: Grocery IQ
4. Early-on vs. add-on
Deliver Integrated digital shopper solutions vs. tactical add-ons, and understand how to re-leverage national/brand assets and activity across the path-to-purchase at retail.
Brand Example: Pets Lovers Love Walmart -- a category program that extends Pedigree's National Pet Adoption program into a retail-specific environment.
5. Leverage the Full Spectrum of Shopper "Need States"
Digital shopper marketing tools do more than just "save me time" and "save me money." The tools "make me feel smarter," "make Shopping Fun," and "support my values," among other benefits. Determine where and how digital can best deliver against these need states, and leverage the tools whose need states align with brand, product and target needs as well as program objectives.
Brand Example: Kellogg's Share Your Breakfast Program -- "Supports My Values"
(Source: Promo Magazine, 01/10/12, by Brian Cohen, Director of Digital Shopper Marketing, Catapult)
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