Shopper Marketing

Loblaws’ Marvel Promotion is Winning Over Shoppers

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Loblaws is offering shoppers a chance to get free Marvel collectible cards free with a $25 purchase.

When Loblaws introduced their Marvel collectible cards promotion it generated a lot of buzz among shoppers and marketing industry observers.

From a shopper’s perspective, many are enjoying the promotion by collecting the cards, which are free with a $25 purchase, with their children. However, other shoppers are questioning the promotion, as they are primarily interested in lower food prices.

Within the marketing industry, some observers are questioning whether the Marvel partnership aligns well with Loblaws’ brand strategy. The naysayers are focusing on whether or not the Marvel collaboration might seem like a departure from Loblaws traditional positioning of providing affordable prices, high-quality food, health and wellness products.

Say what?

I think the Marvel promotion is brilliant!

Here are three reasons why:

1: THE MARVEL FRANCHISE: The Marvel franchise is one of the largest and most successful entertainment franchises in the world. It has grossed over $22 billion worldwide just in movie theatre ticket sales. Its cultural impact is unmatched, with Marvel’s characters and stories ingrained in popular culture, influencing everything from fashion to language and beyond. the appeal of the Marvel franchise runs across all demographic groups including Loblaws shoppers.

2. BUILDING LOYALTY: Loblaws is in the business of building loyalty with their shoppers to drive revenue. While they typically achieve this with personalized value offers through their PC Optimum loyalty program and in-store price promotions, for me, leveraging the power of Marvel in a cross-promotion is a no-brainer. To build customer engagement beyond the collectible cards, the company developed a strong integrated marketing plan that includes a number Avengers and Spider-Man products sold in select locations across toys, apparel and home décor, as well as in-store Marvel activities including a Marvel themed word-puzzle scavenger hunt, local costume events and a chance for one lucky customer to win 4 tickets and an all-expense paid trip to the global premiere of Marvel Studios’ Captain America: Brave New World in Los Angeles.

Oh, and one more thing, for the consumers upset with Loblaws because of a desire for savings only offers, have a quick peek at the digital flyers for all Loblaws banners during each week of the promotion (which I did on @Shelfgram), and you will hundreds of price promotions.

3. EFFECTIVENESS OF CONTINUTITY PROGRAMS: Retailer continuity programs work! While the tactic is not as popular as it was 25 years ago, continuity programs increase customer loyalty by encouraging repeat business by rewarding customers for their continued patronage, makes shopping more enjoyable and interactive, and helps differentiate a retailer from its competitors.

Still not convinced the Marvel program was a smart move by Loblaws? Perhaps, new research from @Caddle will as it reveals how Canadians truly feel about the Marvel initiative. Caddle surveyed 9,200 Canadians and here are some result highlights:

Caddle did research amongst 9,200 Canadian consumers which shows the Marvel card promotion is highly popular.

-42% of Canadians are more inclined to shop at a Loblaw Companies Limited store just to complete their Marvel card collection.

-64% of Canadians are excited about collecting Marvel cards

-63% are driven by their love for Marvel, 57% appreciate the value, and 52% are drawn by nostalgia.

-79% prefer to collect their cards in-store, adding extra excitement to their grocery shopping trips!

What do you think about these promotions? Have you joined the Marvel card collection frenzy? Leave a comment.

FOR MORE BLOGS BY AARON RICHMAN CLICK HERE:

FOR INFOIRMATION ON CADDLE CLICK HERE.

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Hire me, Aaron Richman, as a marketing consultant

Top 10 Benefits of Hiring Aaron Richman

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Here’s a bright idea (no not the shirt :-0), hire me!

Marketing agencies operate in a dynamic and highly competitive environment where staying ahead of the curve is essential for success. In this landscape, hiring a marketing consultant like me can be a game-changer. I offer expertise, fresh perspectives, and specialized skills that are invaluable assets to your agency. This blog explores the numerous benefits I bring to the table, from augmenting your agency’s capabilities to enhancing client satisfaction and driving growth.

Hire me, Aaron Richman, as a marketing consultant

10 Reasons Why Your Agency Should Hire Me as a Marketing Consultant

  1. Diverse Skill Sets for Holistic Solutions: I bring a wide range of skills and experiences across various marketing domains. My expertise in strategic planning, shopper digital media, content marketing, sales promotion, and branding can complement your internal team. This diversity allows your agency to offer holistic and integrated marketing solutions to clients, ensuring every aspect of a campaign is executed with excellence.
  2. Fresh Perspectives Ignite Creativity: As an outsider, I can provide a valuable fresh perspective that can rejuvenate your agency’s creative processes. Unconstrained by your historical methods or biases, I can identify opportunities that might have been overlooked. By challenging the status quo, I encourage your team to think outside the box and develop innovative strategies, leading to breakthrough ideas that set your agency apart from competitors.
  3. Specialized Knowledge Elevates Expertise: I specialize in niche industries and specific marketing tactics. By leveraging my specialized knowledge, your agency can better serve clients in particular sectors or target demographics. This expertise is especially valuable when you aim to expand into new markets, as it demonstrates a deep understanding of the client’s industry, building trust and confidence.
  4. Scalability in Response to Client Demands: Client workloads often fluctuate, with projects of varying sizes and complexities. I provide a scalable resource pool, allowing your agency to engage me on a project-by-project basis. This flexibility ensures you can meet client demands without the commitment and overhead of hiring full-time employees.
  5. Client Satisfaction and Retention: By integrating my expertise into your services, you can significantly enhance the quality and effectiveness of your client relationships. I bring fresh ideas and refined strategies that lead to better results, ultimately boosting client satisfaction. Satisfied clients are more likely to continue their partnerships with your agency, leading to increased client retention rates.
  6. Cost Efficiency: Hiring full-time employees with specialized skills can be expensive, especially when those skills are not needed continuously. I offer a cost-effective alternative, providing specialized expertise without the overhead expenses associated with permanent staff. This cost efficiency includes savings on benefits, training, and equipment, allowing your agency to allocate its budget more strategically and maximize ROI.
  7. Training and Development of Internal Teams: I can play a role in training and developing your internal team. By sharing my knowledge, providing mentorship, and facilitating workshops or training sessions, I can enhance the skills of your in-house staff. This knowledge transfer ensures your team stays updated on the latest marketing trends, technologies, and best practices, promoting a culture of continuous learning and improvement.
  8. Adaptability to Market Changes: The marketing landscape is characterized by rapid changes driven by evolving consumer preferences, technological advancements, and shifting market dynamics. I stay at the forefront of industry developments and can help your agency adapt to these changes swiftly. Whether it’s adopting new digital tools, pivoting strategies in response to market shifts, or capitalizing on emerging opportunities, I provide the knowledge and guidance needed to stay current and competitive.
  9. Deliver Faster Results: With my wealth of hands-on experience and streamlined decision-making processes, I can quickly identify effective strategies, mitigate common pitfalls, and optimize campaigns, ultimately accelerating results.
  10. Flexible Resource Allocation: I offer the flexibility of being hired on a project basis or for ongoing support, allowing your agency to access specialized expertise when needed. This optimizes costs while tailoring my role to align with your evolving goals.

So hire me and I provide your agency with a multifaceted toolkit to thrive in a dynamic market. My diverse skill sets, fresh perspectives, specialized knowledge, and adaptability will help your agency excel. Whether you need support for specific projects, aim to enhance client satisfaction, or want to expand into niche industries, I offer numerous benefits that contribute to your agency’s growth and success.

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Ratings and Reviews: The Battle Between Incentivized and Non-incentivized

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Are non-incentivized RATINGS AND REVIEWS superior to incentivized ones?

The reality is both non-incentivized and incentivized ratings and reviews offer unique benefits and can be valuable in different contexts. Here’s a comparison to help understand their advantages and which might be better suited for specific purposes.

Ratings and reviews that are incentivized encourage more shoppers to leave them.

Benefits of Incentivized Reviews

Higher Volume of Reviews: Incentives can encourage more customers to leave reviews, increasing the overall volume of feedback.

Quick Feedback: Incentivized reviews often come in shortly after the product is received, providing quick insights into the initial user experience.

Positive Sentiment: These reviews tend to be more positive, which can boost the product’s overall rating and appeal to potential buyers.

Marketing Boost: Higher ratings and positive reviews can enhance the product’s image and drive sales, as they create a favorable impression. Incentivized reviews receive on average 0.5 stars higher rating than non-incentivized.

Benefits of Non-Incentivized Reviews

Authenticity and Trust: Non-incentivized reviews are perceived as more genuine and unbiased, which can build greater trust among potential customers.

Long-Term Feedback: These reviews often include insights from long-term use, providing valuable information about the product’s durability and performance over time.

Detailed Critiques: Non-incentivized reviews are more likely to mention both positive and negative aspects, offering a balanced view that can be crucial for product improvement.

Price Evaluation: They frequently include evaluations of the product’s price, helping brands understand consumer perceptions of value for money.

Which is Better?

The answer depends on the goals of the brand.

For Marketing and Sales: Incentivized reviews can be beneficial for quickly building a positive image and driving initial sales. They help create a favorable first impression and can boost the product’s visibility and attractiveness.

For Product Development and Improvement: Non-incentivized reviews are more valuable. They provide authentic, detailed feedback that can highlight areas for improvement and offer insights into long-term product performance.

In my omnichannel world, both types of reviews have their place and can complement each other. Incentivized reviews can help kickstart the feedback process and enhance marketing efforts, while non-incentivized reviews provide the depth and authenticity needed for continuous product improvement. Ideally, a balanced approach that leverages both types of reviews will offer the most comprehensive insights and benefits for CPG brands. 🚀

#CPG #CustomerReviews #IncentivizedReviews #NonIncentivizedReviews #ProductFeedback #MarketingStrategy #ConsumerInsights

To read more about Aaron Richman click here. To read my blogs click here. To connect visit my LinkedIn profile here.

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5 Exciting Insights from My Kroger Store Visit in Toledo Ohio

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Toledo is home to the Mud Hens, Tony Paco’s, Klinger and my mother-in-law. So, whenever we visit, I love doing in-person store checks in grocery stores. This morning I did a store visit of the local Kroger grocery store. As I was walking through it, I made some key observations.

Kroger store in Toledo Ohio where I recently completed a store check.
Visits to grocery stores like Kroger provide key shopper insights.

1-FLOOR MEDIA: For a variety of reasons, including safety concerns and cleanliness standards, Canadian grocery retailers do not offer floor decals as part of their retailer media network solutions. Shame. Kroger had at least a dozen floor media executions that I found to be visually engaging, helped brands reinforce key messaging while directing customers to specific areas of the store.

2-CHOICE: In Canada, shoppers are generally limited in their buying choices for most CPG categories to stores private label plus one or two national brands. Not the case at most US supermarkets.  For example, Kroger had an entire aisle dedicated just to cereal.

3-CROSS-MERCHANDISING: Several brands utilized a cross-merchandising strategy with shelf media placements in 2 or more aisles in store.  The best example I found came from the @Mars brand Ben’s Original. In the rice aisle, the company promoted its new Street Food product by telling people they can find it in the canned food aisle.  In the canned food aisle was a second shelf media ad placement promoting the benefits of the new product: new, fast and flavorful.

4-LARGE DISPLAYS: Kroger’s floor was bustling with massive, eye-catching displays placed in high-traffic areas from top-tier CPGs like @Mondelez (Oreo), @Kellanova (Pringles) and McKee Foods (Little Debbie). No doubt driving impulse purchases.

5-BACK-TO-SCHOOL: The wheels on the bus keep going round and round when it comes to display units during the back-to-school period. Kroger featured school buses from @General Mills (Nature Valley), PepsiCo (Lay’s, Doritos), @Keurig Dr. Pepper (Motts) and Mondelez (multi-brands).

What are your thoughts on these insights?

Have you noticed similar trends in your local stores?

Have any feedback on my content or just want start a conversation about shopper marketing leave a comment or email aaron@jamzmarketing.com.

To see more posts from Aaron Richman click here.

To see my LinkedIn profile click here.

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Thinking about ratings and reviews.

Ratings and Reviews Unlock a Goldmine of Consumer Insights

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Ever think about how RATINGS AND REVIEWS can provide CPG marketers VALUABLE INSIGHTS INTO CONSUMERS ACTUALLY BUYING YOUR BRAND?  

I have!

And guess what? Ratings and reviews are a goldmine for consumer-packaged goods (CPG) brands looking to gain insights into shoppers. These insights are crucial for understanding customer preferences, improving products, and enhancing overall brand strategy.

Thinking about ratings and reviews.
Thinking about what shopper insights CPGs can glean from ratings and reviews.

5 Ways Ratings and Reviews Provide Consumer Insights

1. Understanding Consumer Preferences

Direct Feedback: Reviews provide direct feedback from consumers about what they like and dislike about a product. This helps brands understand consumer preferences and tailor their products accordingly.

Detailed Descriptions: Consumers often describe their experiences in detail, highlighting specific features they appreciate or find lacking. This granular feedback is invaluable for product development.

2. Identifying Common Issues

Spotting Trends: By analyzing reviews, brands can identify common issues or complaints. For example, if multiple reviews mention that a product’s packaging is difficult to open, this signals a need for improvement.

Prioritizing Fixes: Understanding the most frequently mentioned problems helps brands prioritize which issues to address first, ensuring that they tackle the most impactful areas.

3. Gauging Product Performance

Performance Metrics: Reviews often include ratings on various aspects of a product, such as quality, value for money, and ease of use. These metrics provide a quantitative measure of product performance.

Benchmarking: Brands can compare their product ratings and reviews against competitors to see how they stack up in the market.

4. Enhancing Product Development

Innovation Ideas: Consumer feedback can inspire new product features or entirely new products. For instance, if reviews frequently mention a desire for a specific flavor or variant, this can guide future product development.

Iterative Improvements: Continuous feedback allows brands to make iterative improvements to their products, ensuring they stay aligned with consumer needs and preferences.

5. Improving Marketing Strategies

Targeted Messaging: Insights from reviews can help refine marketing messages. Understanding what consumers value most about a product allows brands to highlight these features in their marketing campaigns.

Customer Segmentation: Reviews can reveal different customer segments and their unique preferences, enabling more targeted and effective marketing strategies.

Here is an example:

Imagine a CPG brand that sells a popular ice cream product. By analyzing reviews, they discover that while many customers love the taste, there are frequent mentions of complaints about the lack of eco-friendly packaging and a desire for a low-sugar variant. Armed with these insights, the brand can improve the packaging and introduce a new low-sugar option, addressing consumer needs and potentially increasing sales.

In my opinion, ratings and reviews provide CPG brands with a wealth of consumer insights that can drive product improvements, enhance marketing strategies, and ultimately lead to greater customer satisfaction and loyalty. 🚀

#CPG #ConsumerInsights #CustomerFeedback #ProductDevelopment #MarketingStrategy #CustomerSatisfaction #BrandImprovement

To see more posts from Aaron Richman click here or visit him on LinkedIn here.

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Caddle Social media insights in Canada

5 Interesting Social Media Insights Exclusively from Caddle

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Exclusive Insights on Social Media Usage in Canada!

I’m thrilled to share some exclusive research from my friends Caddle, brought to you by ME!  

Caddle Social media insights in Canada
Caddle Social Media Insights in Canada

In today’s digital age, social media plays a crucial role in the shopper journey. These platforms are a primary source for discovering new products, shaping purchase decisions through influencer and user-generated content, providing social proof when friends and family endorse a product, and offering compelling visual content that encourages purchase decisions.

For brands, social media provides a platform to expand brand consideration, foster direct relationships with consumers and collect valuable data on consumer preferences, behaviours and feedback to inform marketing strategies.

This is where Caddle comes in. Recently, Caddle, which boasts the largest active daily and monthly panels in Canada with 10,000+ daily active users and 100,000+ active monthly users, surveyed 9,649 Canadians. The survey, weighted by age, gender and Province, explored their usage of four key social media platforms: Instagram, X (formerly Twitter), Pinterest and Snapchat.

Here are some key insights from the research:

  • Among the four social media platforms, Instagram leads in popularity with 55% of Canadians using it, followed by Snapchat (53%), Pinterest (40%) and X/Twitter (27%).
  • Canadians are highly engaged with Instagram with 70.2% of users accessing the platform at least once daily, and 38.3% spending 1-5 hours per week on it.
  • Only Snapchat has a higher engagement rate with 73.4% of users on the platform daily. However, only 27.3% of users spend 1-5 hours per week on it.
  • Engagement rates and weekly usage rates for Pinterest (25.4%/23.4%) and X/Twitter (51.3%/26.4%) are lower than the competition.
  • In terms of customer satisfaction rates, Snapchat leads with 54.5% of users stating they are “very satisfied” with the platform followed by Instagram (35.4%), Pinterest (35.4%) and X/Twitter (30.5%).

A final thought: It’s essential for brands to understand that platforms like Instagram and Snapchat, with their high engagement rates, are pivotal in influencing purchase decisions. Brands should leverage the power of influencer partnerships and user-generated content to drive authentic engagement and build trust with the consumer.

_____________________________________________________________________________For more information on the Caddle go to www.getcaddle.com or reach out to Colleen Martin on LinkedIn.

For information on my consulting services visit www.jamzmarketing.com

For more insights from the shopper marketing world check out my blogs at www.jamzmarketing.com/blog.

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Example of how consumers complete a ratings and reviews on the Caddle mobile platform.

Ratings and Reviews Increase Sales Conversion for CPGs

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In today’s competitive marketplace, ratings and reviews have become an essential tool for CPGs to drive consideration and sales. Makes sense since consumers rank ratings and reviews as the #1 KEY CONSIDERATION WHEN MAKING PURCHASE DECISIONS. But there are a variety of ways brands can use ratings and reviews to their advantage. 

Here is a list of the top 5:

Example of how consumers complete a ratings and reviews on the Caddle mobile platform.

1. Building Trust and Credibility

Authenticity: Ratings and reviews from real customers provide authentic feedback, which builds trust. Potential buyers are more likely to trust a product with positive reviews from other consumers.  This authenticity is crucial in an age where consumers are increasingly skeptical of traditional advertising.

Social Proof: Ratings and reviews help consumers see that others have had positive experiences with a product reassures potential customers, making them more confident in their purchase decision. Social proof is a powerful psychological phenomenon that can significantly influence buying behavior.

2. Influencing Purchase Decisions

Peer Recommendations: Consumers often rely on the opinions of others when making purchasing decisions. Positive ratings and reviews act as recommendations, encouraging others to buy. This peer influence is especially strong in categories like beauty and health products, where personal experiences are highly valued.

Detailed Insights: Ratings and reviews provide detailed insights into the product’s performance, helping potential buyers understand its benefits and drawbacks. This information can be crucial in the decision-making process, , as it allows consumers to make informed choices based on real-world usage.

3. Enhancing Product Visibility

SEO Benefits: Ratings and reviews contribute to SEO by providing fresh, user-generated content. This improves the product’s visibility in search engine results, attracting more potential buyers. Search engines favor content that is regularly updated and relevant, and reviews help achieve this.

Higher Click-Through Rates: Products with high ratings and reviews and numerous reviews are more likely to attract clicks from search engine results pages (SERPs), leading to increased traffic and potential sales. High click-through rates signal to search engines that the product is popular and relevant, further boosting its visibility.

4. Reducing Purchase Anxiety

Addressing Concerns: Ratings and reviews often address common concerns and questions about the product. When potential buyers see that others have had positive experiences, it reduces their anxiety about making a purchase. This reassurance is particularly important for high-involvement purchases where the risk of dissatisfaction is perceived to be higher.

Transparency: Honest ratings and reviews, including both positive and negative feedback, provide transparency. This helps consumers feel more informed and confident in their decision. Transparency builds trust and can differentiate a brand in a crowded marketplace.

5. Encouraging Repeat Purchases

Customer Engagement: Engaging with reviewers by responding to their feedback fosters a sense of community and loyalty. Satisfied customers are more likely to become repeat buyers. This engagement shows that the brand values customer input and is committed to continuous improvement.

Product Improvement: Ratings and reviews provide valuable feedback that can be used to improve the product. Enhanced products lead to higher customer satisfaction and increased repeat purchases. By listening to customer feedback, brands can make data-driven decisions that enhance product quality and customer experience.

Here is an example:

Imagine a customer is considering buying a new skincare product. They read several positive ratings and reviews highlighting the product’s effectiveness and gentle ingredients. These reviews address their concerns about skin sensitivity and provide reassurance. Feeling confident, they decide to make the purchase. After a positive experience, they leave their own review, further boosting the product’s credibility and encouraging more sales.

In my opinion, ratings and reviews are powerful tools that help CPG brands build trust, influence purchase decisions, enhance visibility, reduce purchase anxiety, and encourage repeat purchases. By leveraging this feedback, brands can drive sales conversions and boost overall sales. 🚀

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I am Aaron Richman – Your Dedicated and Expert Shopper Marketing Consultant

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Aaron Richman Shopper Marketing Consultant

Hi, I’m Aaron.

Husband (33 years) to Michele Richman.

Father of two successful young men (@Zachary Richman and @Jordan Richman).

Entrepreneur and Shopper Marketing Consultant at JAMZ Marketing, founded in 2003.

I’m passionate about combining my love of sports, mentoring young people, and community service. I have been a volunteer coach, Director of House League and Board Member for several local sports organizations. Fun Fact: I even won a bronze medal in basketball for Canada as an Assistant Coach at a major international competition!

Clients and friends often tell me my personality is as colourful as the shirts that I wear.

Sharing insights and my point of view on key industry news and trends impacting the shopper marketing/omnichannel/connected commerce world is both a creative outlet and a passion. But trust me, my two-time Cannes Lions awarding winning son @Zachary Richman is the copywriter in the family.

As a Marketing Consultant my primary goal is to HELP BRANDS DRIVE SALES CONVERSION focusing on retail, CPG and technology companies within in the omnichannel space. I work with some of top agencies and CPGs) in Canada.

My expertise includes:

  • Shopper and retail strategy
  • Shopper digital media planning (RMN and RAMP)
  • Data analysis
  • Senior-level client service

I aim to provide thought leadership through my content and, when the opportunity arises, when we work together.

Currently, for the first time in several years, I HAVE CAPACITY TO TAKE ON NEW CLIENTS.

If you’d like my perspective on a trend or want to see if we’re a good fit, feel free to reach out on LinkedIn or email me at aaron@jamzmarketing.com.

Looking forward to connecting with you!

#MarketingConsultant, #ShopperMarketing, #Omnichannel, #ConnectedCommerce, #ContentCreation, #MarketingStrategy, #ClientSuccess, #CommunityEngagement #Mentorship, #Leadership #thoughtleadership #Networking #MarketingInsights #availabletowork #retailstrategy #CPG

To read more about Aaron Richman click here. To read my blogs click here.

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5 star ratings & reviews drive sales conversions

Ratings & Reviews are #1 in Driving Consumer Purchase Decisions

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♫ Might as well admit it I’m addicted to…RATINGS & REVIEWS! ♬ Aren’t you?  If so, you are among the vast majority of consumers (99.75%) who consult Ratings and Reviews when shopping online or pre-planning shopping trips before purchasing a product. (I need to meet the 0.25% who don’t use reviews! 😊)

How important are Ratings and Reviews?

Consumers rank Ratings & Reviews as the #1 key consideration when making purchase decisions (90%) ahead of family/friend recommendations (74%), search engine ranking (56%), Facebook and Instagram (28% & 26%) and brand influencer endorsements (17%).

BUT RATINGS AND REVIEWS ARE NOT JUST FOR ONLINE PURCHASES AND PRE-SHOP PLANNING!

More and more shoppers are using their mobile devices IN-STORE to research products by comparing and looking at product reviews.

A recent survey shows 84% of consumers use smartphones to look at Ratings and Reviews when considering IN-STORE purchases.

Just the other day I found myself in @Shoppers Drug Mart checking out reviews on @Google and @Amazon looking for consumer insights on an after-shave brand I had not purchased before. Focus group of one, but I purchased the product so … REVIEWS DO DRIVE SALES CONVERSION!

So, how can retailers and brands bring the power of Ratings & Reviews IN-STORE?

Recently, when exploring in-store photos on Shelfgram I came across a shelf media execution by Native deodorant that included a call-to-action of “50,000+ 5-star reviews”.

Photo courtesy of Field Agent and Shelfgram.

Also, Walmart Canada is testing digital shelf signage (see video below) that includes product and price information while integrating Ratings and Reviews. This is a splendid example of omnichannel marketing, as Walmart is making Ratings & Reviews accessible to shoppers online at Walmart.ca and in-store.

So how do you make Ratings & Reviews more easily available in-store while we wait for retailers to integrate digital signage?

Simple.

Integrate a QR code into your shelf media, POS, displays and packaging with a call-to-action to check out Ratings & Reviews. For brands already using QR codes to drive shoppers to receipt validation contest pages, recipe sites and brand pages this tactic is a no-brainer. While you’re at it, add a QR code linking to Ratings & Reviews in your flyer ads too!

Plus, if you want to gain insights into shopper engagement with QR codes check out Tapscan, which offers a platform featuring real-time reporting on shopper engagements by retailer, time day/week, language, location and more.

Finally, there are a lot of companies that offer Ratings & Reviews services in Canada to help brands drive consideration and sales conversion. Caddle, Field Agent, Samplesource and Shopper Army just to name a few.

Therefore, if you want to engage a leading Shopper Marketing Consultant to help navigate the Ratings & Reviews world, check out my contact information on my website or LinkedIn profile and let’s start a conversation.

Sources: Power Reviews, Uniqode

Native deodorant photo courtesy of Shelfgram and Field Agent Canada.

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Coors beer near-pack, gift with purchase program

The Lost Art of Near-Pack Gift Programs

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I was in my local LCBO liquor store over the weekend and noticed a display featuring a Coors beer near-pack gift with purchase (GWP) program. Coors was offering shoppers a free cowboy hat with the purchase of two 6 packs of beer as part of sponsorship program with the popular Boots and Hearts — Canada’s largest multi-day country music and camping festival.

Coors beer near-pack, gift with purchase program featured display at LCBO stores

As I looked at the display, I realized outside of the liquor store channel, near-pack GWP programs that offer shoppers immediate incentives to drive sales conversion, have become a thing of the past for CPG brands. Especially, in the grocery channel where delayed incentive GWP offers using a digital receipt upload as a proof of purchase method reign supreme.

At one-time near-pack GWP programs offered CPGs and retailers many benefits including

1.Increased Basket Size and Order Value: Customers were often motivated to reach a certain spending threshold to qualify for the free gift, which can lead to an increase in the number of items they purchase on a particular shopping trip.

2.Enhanced Brand Perception: Offering a gift with purchase would improve customers’ perception of the brand’s value, as it doesn’t devalue the products like discounts might.

3.Boosted Sales and Competitive Advantage: These programs can drive impulse sales and give retailers a competitive edge by offering something extra that competitors may not

Coor beer offering free cowboy hat with purchase
Coor beer offering free cowboy hat with purchase

Now the prevalence of near-pack GWP promotions, has declined which has me thinking about the reasons why.  Here are five reasons:

  • Cost and Profit Margins: Implementing near-pack gift programs can be expensive for both manufacturers and retailers. The cost of producing, packaging, and distributing the additional gift items can significantly impact profit margins. Given the highly competitive and low-margin nature of the grocery industry, many companies prefer to avoid these extra costs.
  • Operational Challenges: Coordinating gift with purchase programs involves logistical complexities. Ensuring the gifts are properly attached to or included with the main products, preventing theft, and managing inventory can be challenging. These operational difficulties can deter grocery stores from running such promotions.
  • Consumer Preferences: Modern consumers may prefer immediate price discounts or digital promotions over physical gifts. Digital coupons, loyalty programs, and personalized discounts offer more flexibility and convenience, aligning better with contemporary shopping habits and preferences.
  • Environmental Concerns: There is growing consumer and corporate awareness regarding sustainability and environmental impact. Near-pack gifts often involve additional packaging, contributing to waste. As companies strive to meet sustainability goals and cater to eco-conscious customers, they might avoid promotions that lead to increased packaging waste.
  • Effectiveness and Alternatives: The effectiveness of near-pack gift promotions in driving sales may have diminished over time. With the advent of sophisticated marketing strategies, data analytics, and personalized marketing, retailers and manufacturers can more effectively target promotions to specific consumer segments. This targeted approach can yield better results compared to the broad-brush method of near-pack gifts.
Immediate incentive free gift offers being replaced by receipt upload promotion tactic
Receipt upload promotion tactic being used frequently for free gift offers

In summary, while near-pack gift with purchase programs can be appealing, their decline in grocery stores is attributed to cost, operational challenges, changing consumer preferences, environmental considerations, and the availability of more effective promotional alternatives.

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