Tangible outcomes? Welcome to Shopper Marketing….

It was interesting to read this today, about how too few marketing activities are measured on actual results…not brand love, not eyes on messages, not the ever vague ‘interactions’, but sales.

Those of you working in Shopper Marketing will likely be reading this like we did, with a sigh of relief…welcome to our world!

We continually question case studies seen online with ‘how many products did it sell?’. All too often these figures are missing as agencies and clients don’t measure their campaigns on this basis, preferring to judge effectiveness on softer measures.

We know that you often need hardworking shopper and/or activation (true activation that delivers a consumer/shopper action, not just an experience) to make all your other communication efforts worthwhile.

Some of our most effective work, McVities Sweeet, Lucozade Find Your Flow, has been a success because of the integration of Shopper and Activation insights and measures into the core campaign and not treated as a trade after thought.

So yes, thanks Lawrence for signalling the need to bridge the brand/shopper/trade gap. You’re speaking our language.

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Tiny Video Content Tags

Video beats images online, so it was interesting to see this being used on POS and promoted in Campaign.

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It looks brilliantly simple; attach the tag to your product, and when opened a teeny 2.4″ screen plays whatever content you need.

When it comes to more complex products, or for an engaging promotion this could be a great way to add interest and push to close the shopper.

The barrier of course is in people knowing it’s there!

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Ariba!!

Of all the wonderful ideas agencies have, not everything can always become a reality. Happily this one did!

What started as a ludicrously unachievable idea put on the table in a brainstorm, today arrives on London’s Southbank for 3 days.

Behold! The world’s first mini Mexican restaurant – celebrating the launch of Old El Paso’s new mini tacos – invites you to stop by and enjoy the taste of Mexico on a tiny scale. It features the delights of mini waiters, mini dishes and (of course) a mini mariachi band. Plus, news that is music to every Londoner’s ears… it’s FREE.

It’s right outside the ITV studios near Waterloo.

Tomorrow 11.30am-7pm and Saturday 11.30am-5pm.
Get yourselves down there.
Bring your kids.
Take a selfie.
Eat some tiny tacos.
Tell the world.

 #MiniMexican

 

 

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Marie Claire & Ocado open a store for their brand Fabled.

Moving from online to offline, Marie Claire and Ocado’s brand Fabled launch their new shop on Tottenham Court Walk, London.  Check out a sneaky peak here.

 

Shopping for new tech with tech

Echochamber have long been a personal source of inspiration for anyone working in the retail and shopper space, showcasing the very best in imaginative retail.

In the hard-working (dirty?) world of FMCG Shopper Marketing it’s not often that we get to leverage any of the inspiring ways to shop that non-FMCG retailers have at their fingertips, but it’s good to be clued up and aware of what’s happening – it’s a fertile testing ground and the good stuff filters through when you work with brave clients with the right brand for the right tech.

Aside from a little fandom, this example from Target Open House (Chicago), is a great example of helping shoppers get to grips with connected devices, using connected devices instore to provide product demonstrations with incredibly straight forward and approachable explanations.

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Those of you in the UK can experience a lower tech (but still interesting) equivalent from John Lewis in their Smart Home. Be careful not to take your wallet with you because you could spend serious money with all the temptation on offer…which of course is the point. My personal favourite was the Samsung Family Hub refrigerator which amongst other things shows you what’s in your fridge, how long it will last and enable you to add it straight to your online shopping list. In this space, the tech is allowed to tell it’s own story with printed collateral to explain it’s benefit and let the innovations stand out on their own.

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This is all music to our ears – the more technologically comfortable our shoppers become, the more we’ll know about their technological needs, the more retailers will invest in the right tech, and the more brands will be able to make use of it on the path to purchase.

 

 

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Tesco PayQwik takes off Nationwide

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It looks like it’s been working for them so they’re rolling it out. Payment on mobile is becoming second nature to many these days, so it’s no surprise that Tesco have done well with this especially with the £400 limit to keep those ‘big shops’ coming in.

Do I really want a separate app for separate shops? I’m not personally sure, and only time will tell when other customers jump on board.

Loyalty cards may be flagging, but for now mobile is booming. Check it out here.

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Prime Time at Amazon?

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A big question for a big retailer…our very own Rob Sellers took to Campaign to check in on Amazon, Prime and Prime Day:

“Amazon Prime encourages shoppers to sign up (for the cost of £79 a year) to get a raft of benefits ranging from faster delivery time, access to Amazon’s content platforms and online storage.

The first Prime Day ran last year as a celebration of Amazon’s 20th birthday, and was so successful that it looks like it will become an annual event.

But does this PR spin mask the dot com giant’s true priorities, namely driving subscriptions and reducing their exposure to stock levels of their own soon-to-be-obsolete tech products?

Retail and marketing experts will be watching Prime Day closely to see if this is a trend towards deep and drastic retail sales events, such as Black Friday, that prey on shoppers’ fear of missing out.

Flash sales and discounting “moments” will be advertised throughout the day, turning price promotions into a form of entertainment. As Amazon is now one of the western world’s biggest retailers, are we supposed to look at this and apply this thinking to our own retail marketing strategies?”

Read more here

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HEINZ X HOVIS

We saw a nice little promotion in-store over the weekend for Heinz – partnering with Hovis. In Tesco Extra in Leytonstone they were claiming “Lunch Sorted!” with ‘Free Hovis’ bread when you buy Heinz soup or baked beans.We liked it because it had great visibility around store – placement in both bread aisle and tins aisle as well as additional displays around the store. It’s quite disruptive (‘free’!), has a good variety of displays inc. aisle fins, floor stickers, and encourages usage of the product. Plus a great activation for the thrifty/ slimming down mindset of the post Christmas shopper.

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SAINSBURYS AT CHRISTMAS

John Lewis and Sainburys have both activated some pretty snazzy 360 Christmas campaigns this year with a CSR focus.

Using the campaign assets we loved how the Mog TV translated in store. With little Mog foot prints strategically placed at the entrance of Sainbury’s stores guiding you to a display full of Mog cuddly toys and story books. With every purchase a donation will go to ‘Save the Children’ raising funds for child literacy. We all know that pulling at the heart strings is very effective during the holiday period, an opportunity that any good-will shopper won’t be able to refuse. 

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KELLOGS AT CHRISTMAS

This Christmas season Kellogg’s have come out shouting in store with a series of iconic special packs of all the family favourites, that just pop on shelf; Corn Flakes, Rice Krispies, Coco Pops and Frosties, have all had a nostalgic festive make over.

A phenomenal TTL effort that screams mental and physical availability at it’s finest. The campaign mix sees a TV from the past and a social push – with a promotion offering consumers the chance to win a perosnalised pack delivered right to their door by simply tweeting their favourite thing about Christmas, using the hashtag #FestiveFlakes.

We cannot deny the power of this campaign which uses some of our favourite tactics – 360 integration, special pack, gifting, personalisation and even a promotion. It’s a win – win for shopper, brand and retailer.

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