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Use data to understand your shopper

Participation should drive shoppers around the shopping cycle, increasing sales.

Achieving participation has a simple tenet: know your shopper. When you understand what makes your customers tick, and what value you bring them, you can inspire them with relevant offers to participate in your brand.

With the amount of data available nowadays, an astounding level of granularity and understanding of individual shopper behaviour is possible.

“Data enables us to better understand our shoppers and target them with specific communications to deliver the right product offer,” says Kantar Retail MD Jason Mahoney.

Matter of insight

Many companies are now in the Big Data space, from airlines to retailers, as well as specialist data houses. Equally, brand manufacturers are drowning in data they struggle to mine meaningfully.

Ultimately, what counts is quality of insight. A single insight has the power to turn around a brand’s global strategy. A global campaign that demonstrates well the power of an insight is P&G’s “Like a Girl”. The brand’s research found that thousands of teenage girls feel boxed in by society.

The resulting Leo Burnett campaign aimed to switch the insult “like a girl” into a compliment, with a video encouraging girls to smash free of their limitations, and share how they are unstoppable through the #LikeAGirl hashtag. In the first three months of the campaign, there were more than 177,000 hashtag tweets, and the campaign had been seen by more than 90 million people.

Getting physical

Not all great campaigns are driven by insight derived from large studies, however.

Two POPAI award-winning campaigns in Australia last year drove engagement through physical experiences with well-executed yet simple ideas. Developed by The Creative Shop, the Levi Strauss Commuter Challenge had shoppers on real bicycles pedalling through digitally simulated streets to compete for prizes. It was a promotion for the brand’s new Commuter jean, which became a top seller.  Bombay Sapphire’s “Project Botanicals – A Distinctly Different Pop-Up Bar”, created in Melbourne by The Round Table, offered 10 botanically inspired cocktails paired with 10 exotic dishes crafted by chef Gary Mehigan. More than 5000 people visited the pop-up bar in two weeks, with more than 13,000 cocktails served. A second pop-up bar in Sydney proved even more successful.

Game approach

Unilever reinvented the Paddle Pop “lick-aprize” experience to raise awareness among six- to 12-year-olds in a campaign that won POPAI Gold in the Mobile category. Specialist agency Onepartners created a free mobile app with virtual reality games, branded content and instant prizes at points of purchase. The aim was to use innovative technology to bring “magic” to the retail experience along the path to purchase, and generate more interest and curiosity through digital interaction both out-of-store and via in-store “theatre”. The approach hit the mark, with more than 77,250 downloads of the app, 11,810 monthly and 804 daily users, and top position for five weeks on the app store.

Art of attraction

In an Australian retail first, TRO Australia created a spectacular water-art window as part of Telstra’s launch activity for the Samsung Galaxy S5. The ever-changing spectacle attracted attention at Telstra’s Melbourne icon store for two months, along one of the CBD’s busiest walkways. Brand participation was encouraged through introducing a little wonderment into people’s day-to-day lives. Brands and retailers alike have been striving for the Holy Grail of a robust shopper marketing ROI model for years, beyond the two basic metrics of impressions and sales. Suffice to say, when it comes to measuring success, it is now about participation, not just reach and sales.

Lee McClymont is GM of POPAI for Australia and New Zealand. This article appeared in the April edition of Inside FMCG magazine. Subscribe now

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