shopper marketing - JAMZ Marketing

Loblaws’ Marvel Promotion is Winning Over Shoppers

Leave a Comment / Omnichannel, Shopper Marketing, Unified Commerce / By Aaron Richman / September 30, 2024

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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5 Exciting Insights from My Kroger Store Visit in Toledo Ohio

Leave a Comment / Omnichannel, Shopper Marketing, Unified Commerce / By Aaron Richman / August 4, 2024

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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Ratings and Reviews Unlock a Goldmine of Consumer Insights

Leave a Comment / Omnichannel, Shopper Marketing, Unified Commerce / By Aaron Richman / July 31, 2024

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.

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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5 Interesting Social Media Insights Exclusively from Caddle

Leave a Comment / Omnichannel, Shopper Marketing, Unified Commerce / By Aaron Richman / July 29, 2024

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!

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

Leave a Comment / Omnichannel, Shopper Marketing, Unified Commerce / By Aaron Richman / July 20, 2024

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:

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

Leave a Comment / Omnichannel, Shopper Marketing, Unified Commerce / By Aaron Richman / July 17, 2024

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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Printed flyers in Quebec impacted by shutting down of Publisac

Grocery Shoppers Moving to Digital Flyers as Readership Increases by 20%

Leave a Comment / Shopper Marketing / By Aaron Richman / June 14, 2024

Printed flyers, often found in mailboxes, rolled-up in elastic bands on doorsteps, or tucked within the pages of our community newspapers, are a familiar sight, offering shoppers discounts and promotions on grocery products from local supermarkets. In Canada, the distribution of printed flyers has historically served as a significant promotional strategy for retailers and CPG brands, providing a potent means for businesses, to reach and engage consumers to drive pre-shop consideration and get products on the weekly shopping trip list. However, traditional printed flyer distribution methods have been disrupted in the last 12 months leaving millions of households in Canada without access to flyers highlighted by two major developments.

First, in Quebec, the owners of Publisac shut down its flyer service after 45 years leaving over 2 million households without (see story here: https://rb.gy/eeojmv).

Second, in Ontario, the Toronto Star’s sister company Metroland Media Group announced it was closing print production of 71 community newspapers with only a handful continuing to publish online. (see story here: https://rb.gy/12moyy)

As a result, Canadian shoppers are increasingly using digital methods to seek out weekly grocery deals through retailer websites, retailer apps and third-party platforms like Flipp who aggregates weekly ads, deals and coupons from various retailers into one convenient location. Recently, Flipp, in partnership with Angus Read, released its 10th Annual Flyer Readership in Canada 2024 research study which shows:

*83% of Canadian shoppers report reading flyers; a decrease of 3 percentage points in the last year.

*Digital flyer readership increased +20% in the last year

*For the first time ever, digital flyer readership exceeds print flyer readership in all age groups.

*Overall, 54% of Canadian household shoppers read only or mostly digital flyers. This number increase to 77% for Gen Z and 75% for millennial shoppers.

*Among all digital flyer readers, the top 3 sources of the digital flyer are 1) retailer websites (48%), retailer apps (38%) and Flipp (32%)

To get a full copy of the Flipp readership study you can click here: https://rb.gy/ijc9o8

The Flipp app is a one-stop marketplace for deal in digital flyers. — Flipp app allows grocery shoppers to browse digital flyers with local deals.

Flipp helps retail and CPG partners create, curate and distribute local promotion and savings content to millions of highly-engaged shoppers every day through its mobile app.

In my opinion, digital is the future for flyer readership in Canada. And what excites me the most is technology from companies like Aristid whose software platform enables retailers to personalize millions of flyers every week for individual shoppers based on purchase behaviour. This allows retailers to deliver a flyer with the right product mix, at the right time, at the right price adjusting for local store pricing and product assortment with updates based on inventory levels.

To learn more abour Aristid click here: https://rb.gy/f3oz2xUntil next time, thanks for visiting.

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QR Codes Are Changing the Way CPG Engage Shoppers in Grocery Stores

Leave a Comment / Shopper Marketing / By Aaron Richman / June 5, 2024

QR codes increasing popular with CPGs to engage shoppers in store. — QR codes increasingly popular with CPGs to engage shoppers in store.

“SCAN ME!”

These two short words are enhancing shopping experiences with Consumer Packaged Goods (CPG) brands in grocery stores every day. The reason? There’s a growing trend among CPG brands to incorporate QR codes into their product packaging, point-of-sale materials, displays, and shelf advertising.In fact, according to the 2023 Bitly QR Code Trends Report, QR code creation in the retail and CPG industries grew by 88% year-over-year.

But why are CPG companies accelerating their use of QR codes?

CONVENIENCE: with a simple scan using a smartphone camera consumers can access a wealth of information at the point of purchase.

ENHANCED SHOPPER ENGAGEMENT: QR codes allow brands to easily distribute relevant content such as videos, recipe ideas, savings offers and contest details.

PERSONALIZATION: QR codes can be programmed to deliver personal content based on location, day of week, daypart and more, all helping to build brand loyalty.

ADAPTABILITY AND VERSATILITY: The content linked to a QR code can be updated without changing the code itself allowing CPG brands to keep content current and

DATA COLLECTION AND ANALYTICS: QR codes are a gateway to valuable first-party consumer data for CPGs. Each scan can be tracked, providing insights into consumer behavior, preferences, and the effectiveness of marketing campaigns.

QR code growth by industry (Source: Bitly)

How are your brands using QR codes? Let me know in the comments. In the meantime you can check out the full Bitly 2023 QR Code Trends Report by clicking here.

#qrcodes #shopperengagement #omnichannel #shoppermarketing #marketingconsultant #personalization #retailmarketing #cpg

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IOGO Promotion Puts a Twist on Gift with Purchase Programs

Shopper Marketing / By Aaron Richman / June 4, 2024

As I was completing my weekly online store check on Shelfgram this morning, the pictured IOGO yogurt aisle blade sign grabbed my attention. Initially, the blade’s design with its well-balanced blend of colours and big, bold $10,000 call-to-action attracted me to read more. The same way, I suspect, it catches the attention of a shopper in-store.

Expecting details of a receipt upload contest to follow, I was pleasantly surprised to discover the unusual approach that combined two sales promotion tactics: a gift with purchase and instant win. Specifically, if a consumer buys 2 participating IOGO products and uploads the receipt they will earn a free snack bag. The intriguing twist? One of the bags contains “golden ticket” — a hidden $10,000 prize — an innovation I do not recall seeing before.

And if the GWP / instant win are not enough to drive sales conversion, IOGO further entices shoppers with an instant redeemable coupon (IRC) offering a discount of $1.50.

To recap:

* Free gift with purchase
* A chance to win $10,000
* Save $1.50 now

I like this promotion as it taps into the insight that a significant number of Canadian shoppers are actively seeking out discounts and promotions when shopping for groceries (6 in 10 according to a recent Caddle research study). While the effect of the $10,000 prize on the redemption of the free snack bag offer remains to be seen, it’s an exiting addition that could potentially increase consumer engagement. Despite traditionally low participation rates in receipt upload offers and contests, perhaps this substantial prize could be a game-changer that boosts involvement.

Well done Aliments ULTIMA Foods inc. and agency!

hashtag#retailmarketing hashtag#shoppermarketing hashtag#omnichannel Jared Kligerman hashtag#contests hashtag#research hashtag#contests hashtag#shopperinsights

The Caddle research can be found here: h t tps://shorturl.at/w2c8j

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Omnichannel Marketing Trends for CPG in 2024

Leave a Comment / Shopper Marketing / By Aaron Richman / December 28, 2023

omnichannel marketing trends for 2024 — Omnichannel marketing trends 2024

As 2023 comes to a close, I want to share with you my top three trends that will shape omnichannel marketing in 2024:

1. Prioritize Value Offers: In the current economic landscape, for the foreseeable future, consumers are going to be budget-conscious in order to stretch their grocery budgets. As a result, Consumer Packaged Goods (CPG) companies must put together an omnichannel marketing plan to reach shoppers pre-shop and in-store with aggressive value-based offers such as price promotions, coupons (digital or IRCs), bonus loyalty points offers, contests and more to drive sales conversion.

Air Miles Receipts and Walmart Coupon Centre are two new options available to omnichannel marketers to reach shoppers with an added-value offer

2. Retailer Media: The seismic shift of advertising dollars towards retail media will undoubtedly continue in 2024. The draw of first party sales data allowing CPG brands to reach key target audiences with relevant offers while in the shopping mode is challenging to resist. Plus, with the huge financial investments being made by the likes of Walmart and Loblaws, the shopper experience is only going to improve next year.

Retail media is becoming a key component of the omnichannel marketing playbook.

3. Generative AI: The advancements in generative AI technology will allow CPGs to become more efficient when it comes to omnichannel marketing. AI will help marketers to do such things as map out new shopper journeys, introduce new product innovation, identify the most profitable target audiences and personalize offers leading an increase in ROI.

I am interested in what you see as the key trends next year in omnichannel marketing, so leave a message in the comments section.

Until next time, I wish everyone a happy and healthy holiday season.

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