ESTABLISHING BEST PRACTICES FOR EFFECTIVE PROMOTION EXECUTION

Transcription

1 ESTABLISHING BEST PRACTICES FOR EFFECTIVE PROMOTION EXECUTION Laura Arnett Sr. Director, Retail and Loyalty Programs / Inmar

2 Omni-channel: Integrate with all touch points Grocery shoppers are at the very beginning of digital acculturation. They should be introduced, reminded and enticed throughout all media/marketing channels 2

3 Omni-channel best-in-class: Kay Jewelers Signet started by looking at their shoppers.. Who are they? Why do they shop with us? Customer segmentation analysis, VOC surveys and in-store intercepts Determined ways to extend the in-store experience online. Launched social channels, new mobile sites, updated websites aimed at enabling customers to interact more easily (live chat, compare items side x side) Assurance and control RESULTS: 49% INCREASE COMPARED TO SAME PERIOD PRIOR YEAR Source: Marketingprofs.com 3

4 Omni-channel best-in-class: Macy s Macy s My Wallet ibeacon shopbeacon Macy s App Macy s Smart Fitting Rooms Macy s Digital Editions 4

5 Omni-channel best-in-class: Starbucks Customers have option of checking and reloading Starbucks card balance on phone, website or at store. Any changes are updated realtime across all channels. Earned rewards are automatically reflected in their account. 5

6 The Inmar Promotion Network Shopper 6

7 Value of a digitally connected shopper 7

8 Digital coupons reach more shoppers A digital coupon user s lifetime value is 2.75x that of a non-digital coupon user. Digital Coupon Users Shop 2x AS OFTEN & Spend 51% MORE Per Basket Source: *Advance Analytics NC State University Study 8

9 Digital coupons reach those traditionally unresponsive to promotions marketing 35%-40% Higher percentage of male users 30% Earn 100k+ Higher income 45%-70% Slightly smaller households 25%+ Slightly younger Source: comscore 9

10 Shoppers evangelizing about digital offers 72% of participants are sharing their experience 62% are sharing digitally 43% are sharing through WOM Source: Inmar shopper study for Spartan Nash, May

11 Digital promotions best practices 11

12 Promotional media and purchase influence Shoppers consider the following media important influencing factors when deciding what products to purchase: Weekly circular 58.4% At-shelf promotion 55.4% Availability of a D2C offer 32.8% Promotion on store or brand website 30.2% Advertisement at POS 15.4% Promotion on social media 13.6% Advertisement on store s mobile app 11% THE KEY TO A SUCCESSFUL PROGRAM IS INCORPORATING DIGITAL PROMOTIONS INTO CORE MARKETING AND MERCHANDISING PROGRAMS. Source: Feb Inmar Shopper Study (Poll 537) 12

13 Best practice #1: Circular placement Net down pricing is most impactful. Include an additional savings message and value message. Include specific coupon offers. Secure premium placement (front page, center spread, back page) Call to action Source: Inmar Database 13

14 Best practice #2: At the shelf At-shelf promotions can increase engagement by as much as 50 percent. 70 percent of purchase decisions are made in store and 68 percent of in-store purchases are impulse.* * Source: ComScore 14

15 Best practice #3: Web promotions Homepage placement can improve engagement by as much as 100 percent. The most effective web promotions feature clear savings amounts and call-to-action messaging.* * Source: Inmar Database 15

16 Best practice #4: Advertisement at POS In-store POS can improve engagement as much as 15 percent. In-store POS is a key support driver for multi-channel promotions and customer engagement. It is particularly effective if used in support of a specific promotion or event * Source: Inmar Database 16

17 Best practice #5: Social media promotion Social Media promotion can improve engagement by as much as 10 percent. Promote high-value coupons via Facebook and Twitter. Push social media with weekly Facebook posts / Twitter tweets to promote and encourage sign up. Opportunities: Run sweepstakes on Facebook to encourage participation in the program. Run programs that encourage shoppers to share their digital coupon savings. Leverage the exclusive coupons apps to include digital or run something similar for digital. * Source: Inmar Database, not specific to a Retailer 17

18 Mobile usage stats 68 percent of mobile users have used their mobile phone to spend money in the past year. Use of beacons in store* 19x increase with advertised products 16.5x increase in app usage in store 6.4x increase in the likelihood that a shopper kept an app that sent them a beacon message on their phones *Source: 2014 InMarket Study 18

19 Best practice #6: Mobile app advertising Use advertising space to talk about digital coupons savings value. Use as an overlay for brands that promote a high-value coupon, a themed digital promotion or digital sweepstakes. Include mobile app advertisement on website, circular, etc. to increase consumer adoption. 19

20 Best practice #7: marketing 75 percent lift can be expected. Welcome An delivered to new users while their interest in digital coupons is at its peak. This educates and encourages engagement. Weekly targeted coupon selection: Sent weekly, these targeted s encourage site engagement while providing members with relevant savings content based on past purchase behavior. Redemption reminder: Sent weekly to users to remind them of active coupons they have selected. Reengagement campaign: Based on inactivity, these s are sent to users to add a card, select, shop and redeem coupons. Source: Inmar Database, not specific to a Retailer 20

21 Best practice #8: marketing Targeted s Targeted is highly effective, impacting engagement by up to 100 percent. Weekly s delivered to digital coupon user base with individually targeted coupon based on previous purchase behavior Must be deployed weekly, consistently for at least 6-9 months to see 100 percent lift. * Source: Inmar Database, not specific to a Retailer 21

22 marketing best practices New offers / coupon selection s Best days: Monday and Tuesday Feature specific offers with teasers to click through to see more. Mention that quantities are limited. Subject line: include # or $ amount of coupons available to entice click through. Redemption reminder s Best Days: Thursday and Friday Include link to My Coupons section of the site. Send only when there are offers expiring within next two weeks (may want to set limit for at least three offers). Re-engagement campaign Specific campaign to re-engage customers that have not selected or redeemed an offer in more than 60 days. Feature offers based on consumer purchase or coupon selection/redemption history. Subject line: Feature $ savings available. 22

23 Best practice #9: Sweepstakes Inmar will work with manufacturers to create a sweepstakes program (we ll handle rules, awards, etc.) Win $500 gift cards to drive traffic back to the stores. Retailer support: homepage in carousel, in-store signage, mobile banner ad, shelf tags, social Merchandising teams help us promote the program to vendor community. Inmar to draft collateral/one-page hand out on opportunity. Results 45% increase in average registrations Over 6k entries 44% growth in redemption volume 4.11 incremental redemptions per user 3.9M incremental selections * Source: Inmar Database 23

24 Best practice #10: Radio Objective: Reach and drive a large numbers of shoppers to retail stores Raise awareness, communicate benefits, drive enrollment and increase engagement of loyalty coupon program Targeting primary shoppers (women, aged 25+) Markets: New York Mid-Atlantic Midwest Southeast Timing: December 2014 March 2015 (WILL UPDATE WHEN ALL RESULTS ARE IN) Results: Acquisition: New Accounts Incremental % 40% Reengagement: Existing Accounts Reactivated Accts Selecting Offer 25,604 Offers Selected 6,140,677 Reactivated Accts Redeeming 59% 24

25 Best practice #11: Omni-channel promotions: Kellogg s magic of breakfast sweeps The details: Purchase of any four qualifying products automatically entered customer into sweepstakes via loyalty card ID. Promotion calendar: December 1-31, 2014 Sweepstakes prize: Grand prize: Trip for four to Disneyland Or Disney World First prize: 50 $50 commissary gift cards The Details: Purchase of any four qualifying products automatically entered customer into sweepstakes via loyalty card ID. Promotion calendar: May 1-31, 2014 Sweepstakes prize: Grand prize: Trip for four to Washington, D.C., Tickets to 7/2 Washington National s Baseball Game in the Lexus Presidential Suite First prize: 100 $25 MasterCard Gift Cards 25

26 Online, mobile, in-store In Store Online premium promotion Mobile app promotion Base wrap 26

27 Omni-channel launch strategy and beyond: Consumer launch marketing initiatives In store Dedicated circular placement In-store launch: manned tables Member communications Targeted Smart series of engagement Signage: danglers, banners, stanchion Shelf talkers Checkout/POS screens Brochures Employee training: Manager/cashier videos, cashier talking point sheet, FAQ sheet Online Homepage Featured offer Sorted offer display Mobile Sweepstakes and digitization of offline promotions blast (existing roster / non digital users) Social media: Youtube, Twitter, Facebook Community outreach Radio TV Press and media Press release, Inmar comm plan (prospecting , newsletter mention) Sales and trade Trade event participation Vendor notice to the trade announcement Vendor days at retailer Category manager training 27

28 Omni-channel marketing examples Consumer launch Banner websites Associate t-shirts 2 x4 ceiling banner Shelf talker Receipt holder front and inside Three-tier sign Checkout screens Kiosk Pedestal signs 28

29 Key take-aways Introduce Sustain momentum Engage Entice Remind 29

30 Digital drives engagement Drive engagement: Gets more shoppers participating with your brand and in the program. Increase acquisition: Encourages more people to participate in the digital coupon program and buy more product. Drive trips: Digital coupons are a motivator for shoppers to buy brands. Encourage re-engagement: Some shoppers will drop from the program bringing targeted offers pushed via will demonstrate to shoppers you know what they want. Deliver redemptions: Drive more product sales and bigger baskets. 30

31 How do I learn more? Retailers Manufacturers Retail paper and paperless promotions: Brian.Divelbiss@inmar.com National manufacturer paper and Paperless promotions: Laurin.Hughey@inmar.com Retail best practices and targeting: Laura.Arnett@inmar.com Retail manufacturer digital promotions: Laura.Arnett@inmar.com 31

32 Laura Arnett

33 Click the survey button found on the session page.

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