b-panel 36x4 navigatedigital 072814.pdf 1 7/28/14 1:49 pm ... playbook_wall... · see our digital...
TRANSCRIPT
A convenient reference guide to key collaborative opportunities along the path to purchaseDIGITAL COLLABORATION PLAYBOOKTHE SHOPPER MARKETING Published by
we can help youNAVIGATE DIGITALDigital shopper marketing is filled with many paths that lead to countless solutions. But which one is right?See our Digital Strategy Guide on the back of this poster and contact us for help finding your way. Let’s build bonds together. goshoptology.comBUILDING IDEAS THAT BOND
we can help youwe can help youNAVIGATE DIGITALNAVIGATE DIGITALwe can help youNAVIGATE DIGITALwe can help youwe can help youNAVIGATE DIGITAL
But which one is right?
NAVIGATE DIGITALNAVIGATE DIGITALDigital shopper marketingSee our Digital Strategy Guide
many paths that lead to countless solutions. on the back of this poster and contact us for help finding your way.
that lead to countless solutions. But which one is right? on the back of this poster and contact us for help finding your way.
But which one is right? on the back of this poster and contact us for help finding your way. Let’s build bonds together.
NAVIGATE DIGITALBut which one is right? that lead to countless solutions.
on the back of this poster and contact us for help finding your way.
NAVIGATE DIGITAL
B-Panel_36x4_NavigateDigital_072814.pdf 1 7/28/14 1:49 PM
SPOTLIGHT
SPOTLIGHT
SPOTLIGHTSPOTLIGHT
SPOTLIGHT
SPOTLIGHTSPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHTSPOTLIGHT
SPOTLIGHT
SPOTLIGHTSPOTLIGHT
WALMART.COMDisplay advertising: Extensive oppor-
tunities throughout site include home-page placement. (Ad partner: Triad Retail Media); Promotional opps include “Value of the Hour” and “Value of the Day” deals (also communicated through a Google Chrome browser extension).
Brand showcases: One-year promotional pages let brands change out content peri-odically (but cost $500,000). Communicate exclusive off ers and products, promos, sea-sonal activity. Often supported by display ads elsewhere on site and emails.
Themed content: National brands sponsor seasonal and topical destinations, the latter including the Walmart Movie Center and the “Every Little Step” baby care center.
Category prominence: Brand graphics illus-trate seasonal and category-level activity in carousel ads and landing page/keyword search results.
Amplified circular: Extra page usually dedicated to a specifi c brand, linking to a promotional page.
OTHER INTERNETExternal websites: “Savings Spotter”
browser extension presents Walmart’s price for products viewed on other websites.
Co-op advertising: Ads with top manufac-turers drive traffi c to walmart.com from consumer sites.
Proprietary platforms: “Savings Catcher” tool lets shoppers submit receipts to automatically receive Ad Match refunds as e-gift cards.
Paid search: Generic seasonal terms (“Memorial Day deals”) and product categories (“deodorant”), along with sponsored listings for specifi c brands. Co-op ads on brand-name searches are plentiful.
Blogs: “Walmart Moms” blogger network helps amplify programs.
DIGITAL COUPONSA “Printable Coupons” area on
walmart.com contains 300-plus off ers (via Coupons.com) for in-store purchases; social sharing encouraged.
EMAILA steady stream of opt-in emails often
contain banner ads from “trusted partners,” most often CPGs.
SOCIAL MEDIAFacebook: Numerous daily updates
present lifestyle content and promotional off ers. “Feature Brand” postings tout specifi c partners within solutions themes.
Twitter: Tweets showcase Rollbacks and other deals, in-store events, meal solutions and tips. Secondary accounts present info on corporate initiatives such as sustainability, diversity, health and charitable giving.
Pinterest: Product-focused boards built around recipes, craft/project ideas, gift suggestions and other lifestyle concepts, some aligned with marketing initiatives.
Others: Walmart additionally maintains a presence on YouTube (for seasonal purchase ideas), Instagram, Google Plus and Flickr.
MOBILESmartphone app: Users build a Smart Shopping List to keep a running receipt total; view local-store inventory, prices and ads; use a QR code reader and refi ll prescription. “Scan & Go” functionality (in test) completes transaction with one scan at self-checkout.
3RD-PARTY APPSAlso participates in Shopkick and
Foursquare.
IN-STOREScan-as-you-go/self-checkout: In test.
Digital TV: Walmart Smart Network runs customized ads targeted by store, day, time and in-store position (entrance, perimeter, dedicated endcap or TV wall). Recent updates narrow placement by geography, store-level demographics and weather.
QR codes: Custom P-O-P materials link to content on walmart.com.
Augmented reality: Used periodically as retailtainment, most often through mobile apps tied to theatrical or DVD fi lm releases.
TARGET.COMDisplay advertising: Home-page oppor-
tunities: leaderboard ad above masthead; static marquee; other above-fold slots; one section for coupon off ers and one for “spotlight” items. Interior-ad slots include brands plugged as “Best Selling.”
Brand showcases: Numerous brand pages publicize exclusive promotions, new products, etc.
Category prominence: Brand graphics used to illustrate categories; category-level ad placement also available.
Amplified circular: Feature rollovers provide options to get more info, add to “quick list” or share socially.
OTHER INTERNETPromotional websites: The “magazine”
at abullseyeview.com presents info on new products and partnerships along with lifestyle content.
Proprietary plaforms: The Cartwheel mobile savings tool lets 7 million subscribers select multiple coupons via website (or mobile app) for redemption in-store – where they can scan packaging bar codes to fi nd related deals. Brands can sponsor themed coupon “collections.”
Paid search: Heavy use of seasonal and cat-egory terms, especially around the holidays; co-op activity supports broader programs.
Blogs: The “Target Inner Circle” comprises 16 “online infl uencers” who spread news.
DIGITAL COUPONSPrintable coupons from target.com;
mobile off ers though the Target app; weekly Cartwheel deals.
EMAILA steady stream of emails typically
promote storewide and category-level sales to support weekly circular; Cartwheel delivers its own emails.
SOCIAL MEDIAFacebook: Brand-specifi c messaging
common among steady update stream. Main account supplemented with distinct pages for Style, Baby, Deals and News.
Twitter: Main account tweets links to prod-uct info, Cartwheel coupons and other pro-motional off ers, along with Twitter-specifi c promos; separate accounts for News, Style, Careers, Ask Target and Deals.
Pinterest: An offi cial Pinterest sponsorship earns prominence in feeds and searches. Main account spotlights brands and shares craft and recipe ideas; beta-testing Awesome Shop showcases top-pinned SKUs with corresponding signage in stores.
YouTube: Numerous content areas include single- and multi-brand how-to’s in channels such as Beauty, and even the occasional series for exclusive products.
Others: Also active on Instagram, Vine, Google+, Tumblr.
MOBILEText alerts: An SMS program used
primarily to deliver coupons.
Smartphone app: Advanced functionality includes store-specifi c maps, category searches and inventory checks. Also provides access to RedCard, Cartwheel and gift registry accounts, and gift-card balance checks. Collaborative activity includes games played through the app (and mobile website).
Co-op advertising: Runs ads on mobile apps such as Words With Friends.
3RD-PARTY APPSFormal partnership with location-
based rewards app Shopkick.
IN-STOREInternet-enabled kiosks: Provide access
to TargetLists for bridal and baby registries.
Digital TV: Channel Red runs on TV wall and screens in entertainment and pharmacy in se-lect stores. Location-specifi c, content-driven (and preferably integrated) brand advertising.
QR codes: Price signs carry codes (and SMS text numbers) linking to product info.
WALGREENS.COMDisplay advertising: On home page,
brands only used to illustrate seasonal programs near top but have several opportunities near bottom; category pages present “Highlights” and “Top Brands.”
Brand showcases: Available for short-term promotions and long-term communication; account-specifi c promos often staged on microsites or distinct websites.
Themed content: Health and beauty advice generally moves quickly to “Shop Now.”
Category prominence: Top-of-page ads on category pages; brand shops in e-commerce area.
Amplified circular: Online-only pages spot-light “Bonus Deals” on private labels and national brands.
OTHER INTERNETCo-op advertising: Extensive deploy-
ment of ads on content-targeted and general consumer websites.
Blogs: Sometimes taps into Collective Bias’ Social Fabric community.
External websites: “Discover Beauty Within” provides a trove of branded content opportunities among its exclusive content.
Paid search: New product and other brand-level ads are common.
DIGITAL COUPONSWalgreens.com has 200+ manufactur-
er “clip to card” coupons weekly (via Coupons.com); same off ers available through mobile app and accessible through digital versions of circular and monthly coupon booklet.
EMAILBrand-specifi c ads and off ers included
in a weekly email providing “sneak peek” of the Sunday circular and another sent to Balance Rewards cardholders; monthly “Walgreens Wellness” missive links to ar-ticles on “Health” microsite and “StayWell” pseudo-blog.
SOCIAL MEDIAFacebook: Steady update stream
includes paid brand-specifi c posts.
Twitter: Actively sells brand-specifi c tweets.
Pinterest: Topic-specifi c boards (Makeup, Hair Care) showcase national-brand products.
Instagram: App users can directly print Instagram photos from in-store kiosks.
Other: YouTube, Google+.
MOBILEText alerts: Opt-in service promotes
storewide and brand-specifi c deals.
Smartphone app: Highly regarded app func-tionality-wise off ers same coupons available online and the occasional overlay to an account-specifi c promo; Duane Reade’s is testing iBeacon technology that delivers lock-screen off ers nearby and inside stores.
3RD-PARTY APPSStill active on Foursquare although
once-busy coupon program fi zzled; Aisle411 has individual store maps.
IN-STOREKiosks: Self-serve photo kiosks let
users print directly from Facebook and Instagram.
QR codes: Uses occasionally to direct shoppers to additional product information or off ers.
CVS.COMDisplay advertising: Paid “Featured”
section above the fold presents a crawl of brand off ers (via Triad Retail Media); display ads ubiquitous elsewhere, most containing “shop now” buttons; bottom-page boxes also available to brands.
Brand showcases: Plentiful since they’re often part of the ad buy; content sometimes includes video, while promotions often include coupons (via Coupons.com).
Themed content: Extensive health-related information is sponsor-free.
Category prominence: Top brands in key departments (beauty, OTC) get their own landing page links; numerous other opportu-nities for prominence available.
Amplified circular: MyWeekly Ad modifi es the weekly deals by cardholder purchase history.
OTHER INTERNETPaid search: Operates largely at the
category-level.
Co-op advertising: Ranges from manufactur-er-level promos to SKU-specifi c off ers on savings-focused and other consumer sites.
DIGITAL COUPONSCVS.com off ers
printable coupons (via Coupons.com), but MyWeekly Ad users can send off ers directly to ExtraCare cards; emails link to printable/load-to-card coupons on the site.
EMAILFrequent emails to ExtraCare members
include specifi c Coupon Center off ers and other single-brand spotlights; the bottom of most emails have display ads linking to brand showcases. Beauty Club members get periodic emails with coupons and rebates.
SOCIAL MEDIAFacebook: Common brand-specifi c
updates include ExtraCare Coupon Center off ers, ExtraBucks deals, account-specifi c overlays and conversation-starting ques-tions; Beauty Club has its own page.
Twitter: Shopper engagement-focused strategy doesn’t often involve brands.
Other: Has a minimal presence on YouTube and Vine.
MOBILEText alerts: Only for prescription
availability.
Smartphone app: Highly functional app lets users view weekly ad, browse by category, create lists, download off ers to ExtraCare cards, and buy; iPad version has a 3D store map (paid “display space” in the offi ng); CVS also likes exclusive brand-supplied apps.
In-store offers: See In-Store Kiosks.
3RD-PARTY APPSBrands like M&M’s have staged
app-driven promotions.
IN-STOREKiosks: CVS ExtraCare Coupon Center dispenses personalized and general deals to shoppers who swipe their cards.
QR codes: Used periodically by brands for account-specifi c promos.
KROGER.COM Display advertising: The only display
ads run alongside digital circular (via MyWebGrocer). Ads typically link to product listings or coupon off ers.
Brand showcases: “Promotions” section of chain websites occasionally provides details about account-specifi c programs.
Themed content: Seasonal programs some-times include recipes with brand-specifi c ingredients.
Amplified circular: Clicks link to basic product boxes; items can be added to printable lists.
OTHER INTERNETExternal websites: Promotional web-
sites a common tactic for annualized pro-grams; shorter-term typically get temporary microsites.
Display advertising: Vast majority of ads run on websites of local newspapers; ad network buys used for co-op eff orts.
Blogger Outreach: Key bloggers get product and coupons to tout seasonal programs (via BzzAgent).
DIGITAL COUPONSWorks with brands (and Coupons.com) to present roughly $300 worth of coupons weekly downloadable directly to loyalty cards or printed out. Accessed via chain websites and mobile apps. Often the primary incentive of seasonal programs.
EMAILThursday emails link to the digital
circular and coupons; Friday blasts deliver the “Free Friday Download” product off er and three other retailer-driven off ers. Occasionally runs distinct co-op emails with top CPGs.
SOCIAL MEDIAFacebook: Chain-level pages preview
weekly circulars and promote specifi c sales, new products and digital coupons. Special tabs often promote sweeps or cause cam-paigns.
Twitter: Coupon links are a highlight of activity that largely mimics Facebook communication.
Pinterest: Boards mostly support seasonal programs with help from bloggers; First Pinterest-based sweeps tied in to 2014 “March Madness.”
Instagram: Fred Meyer is only chain with a page, posting in support of seasonal cam-paigns and cause eff orts.
Other: Also active on YouTube.
MOBILEText alerts: Fred Meyer texts coupons
and promotional codes to registered shoppers.
Smartphone app: Pedestrian functionality lets users add items from tab to an e-mail-able shopping list; track loyalty rewards points; fi nd stores; refi ll prescriptions and download coupons.
3RD-PARTY APPSYottaMark’s HarvestMark healthy
eating app contains information about Fresh Selection private label SKUs.
IN-STOREInternet-enabled kiosks: Brand ads run
on Stayhealthy Health Center kiosks near pharmacies (via Iz-On Media).
QR codes: Used on signage to guide shoppers toward promotional shopping lists and other info.
SAFEWAY.COMDisplay advertising: Little room for
brands on chain websites, save for occasion-al home page carousel ad.
Themed content: Website recipe library focuses on private-label options.
Category prominence: Carousel ads on “Our Store” page sport brand packaging; product categories in Grocery Delivery also use brand packaging.
Amplified circular: Feature detail boxes let viewers build lists and fi nd related off ers.
OTHER INTERNETExternal websites: Mobile-optimized
websites showcase products participating in the “Discover What’s New” program; rotating carousel ads sometimes tout brands.
Paid search: Used regularly as “Just for U” rolled out company-wide; locks up own name to provide local store info.
Proprietary platforms: “Just for U” coupon program delivers personalized off ers weekly to 6 million members online and through the mobile apps.
Co-op advertising: Fairly steady activity often spotlights the brand above an “available at” tag.
DIGITAL COUPONSJust for U is primary delivery method;
exclusive deals being used to entice online orders; Facebook fans sometimes get exclusives.
EMAILSteady stream plugs a selection of
new deals, with some dedicated to a single manufacturer.
SOCIAL MEDIAFacebook: Some manufacturer/
brand promotions amidst the recipes, Safeway-driven programs and occasional contest; fans sometimes get exclusive brand coupons.
Twitter: Mainly recycled Facebook updates; sometimes used for exclusive contests.
Pinterest: Most boards present recipes, though some are built around private labels.
Other: Also has a lightly viewed YouTube channel.
MOBILESmartphone Apps: Just For U members view and select their personalized deals; they also can scan packaging barcodes to build lists and fi nd relevant off ers; separate “Safeway Delivery” app lets users “order” products through barcode scans.
3RD-PARTY APPSParticipates in the Ibotta shopper
incentive app.
IN-STORELocation-based offers: Letting app
maker inMarket (Checkpoints, List Bliss) in-stall Apple iBeacons in select stores to send contextual notifi cations to its user base.
QR codes: Employs the tactic sparingly, but not opposed to brand usage.
STOPANDSHOP.COM(also including giantfood.com; giantfoodstores.com; peapod.com)
Display advertising: Various sized ads surrounding digital circulars (via ShopLocal at Stop & Shop/Giant-Landover; Grocery Shopping Network at Giant-Carlisle); broader opportunities on peapod.com include sub-home carousel ads.
Themed content: Recipes and meal ideas branded on Peapod but typically brand-agnostic elsewhere.
Amplified circular: Detail boxes let viewers add items to a shopping list or share them socially; shoppers can search for deals by brand; Giant-Carlisle uses loyalty card data to modify the presentation and synch up deals.
OTHER INTERNETCo-op advertising: Occasional program
presents coupon or other deal.
DIGITAL COUPONSChain websites off er roughly $300 in
weekly printable coupons via Coupons.com, though chain is moving toward customized off ers that can be downloaded directly to loyalty cards (via websites or apps).
EMAILWeekly newsletters deliver seasonal
recipes and product off ers to loyalty cardholders, the latter including download-to-card coupons.
SOCIAL MEDIAFacebook: Updates include new
product announcements and brand-specifi c promotions.
Twitter: Tweets are nearly identical to Facebook posts.
Pinterest: Seasonally themed boards have a negligible following.
MOBILESmartphone app: Main chain apps
let loyalty cardholders view year-to-date savings and points earnings, review past purchases, and download exclusive off ers.
Proprietary platforms: Scan It! mobile app (in 350-odd stores) lets loyalty cardholders scan as they shop for single-scan checkout; and delivers targeted off ers. Users receive off ers at initial check-in and can receive others during the trip based on purchase history, recently scanned products or location within the store.
3RD-PARTY APPSAll three chains participate in the
Ibotta shopper incentive app .
IN-STOREScan-as-you-go/self-checkout: See
Proprietary Platforms.
Location-based offers: See Proprietary Platforms.
Internet-enabled kiosks: Upfront Scan It! stations (in stores with handheld devices) have screens presenting product off ers.
PUBLIX.COMDisplay advertising: A perfunctory
“Featured Products” page the only ongoing brand opportunity to speak of.
Themed content: Apron’s Simple Meals recipes don’t suggest brands.
Category prominence: No e-commerce eff ort means no category pages.
Amplified circular: Featured products can be added to a printable list.
OTHER INTERNETExternal websites: Top CPGs, individually and collectively, routinely operate short-term and even more permanent websites to host account-specifi c promos.
Co-op advertising: Fairly heavy activity overall includes some single-manufacturer promotions and product-specifi c off ers.
DIGITAL COUPONSPublix.com off ers printable deals (via
Coupons.com); My Publix registrants can select off ers for redemption at checkout (using phone number as ID); pilot program launched in summer 2014 will personalize the deals; website’s “Coupon Savings Help-er” synchs weekly deals with coupons from SmartSource, Redplum and brandSaver.
EMAILMonthly “Discover What’s New” email
links to the “Featured Products” page on publix.com; Occasionally sends messages promoting a category sale that spotlights brands while linking to a dedicated circu-lar; “At Season’s Peak” off ers updates on in-season perimeter goods; monthly “Publix Health & Wellness” email links to articles around the web; long-term collaborative eff orts also can involve emails.
SOCIAL MEDIAFacebook: A variety of fun and
functional engagement tools, but only the occasional brand-specifi c update.
Twitter: Brands sometimes use to help illustrate broader programs.
MOBILESmartphone app: Users can browse the weekly tab by category and check store-specifi c inventory; features in tab added to shopping list (synched with website) with one click; app fi nds aisle location of each item in the store. Only spotlight for brands is the same “Featured Products” mention from the site.
3RD-PARTY APPSParticipates in the Ibotta shopper
incentive app.
IN-STOREInternet-enabled kiosks: Customer-
facing checkout screens present promotional messages.
QR codes: Regularly uses codes to provide more info for self-driven and collaborative programs; App has a built-in scanner.
COSTCO.COMDisplay advertising: Home page car-
ousel spotlight brands available for online purchase (so no CPGs as of now); “What’s New” and “Featured Products” sections off er some prominence; pop-up category menus sometimes have display ads; category-level banner ads lead to brand pages.
Brand showcases: Occasional brand page presents purchase decision-aiding features and attributes.
Themed content: Little more than back issues of monthly Costco Connection magazine and pdfs of annual recipe book.
Category prominence: Display ads on cat-egory pages link to brand pages or shops and often are aligned with off ers in monthly mailer.
OTHER INTERNET
External websites: Digital edition of Costco Connection is enhanced with video, audio and links from brand ads to the e-commerce site.
Co-op advertising: Infrequent use has includ-ed top manufacturers and obscure brands.
DIGITAL COUPONSThe monthly member mailer always
supplemented with scores of online-only deals; off ers from the mailers can be selected and redeemed through the app at checkout.
EMAILWeekly email sends roughly 13 million
members off ers on national brands and private label.
SOCIAL MEDIAFacebook: Occasional product-specifi c
posts usually overwhelmed by community-building messages and Kirkland Signature plugs.
Instagram: Signed on in summer 2014.
MOBILEText alerts: Subscribers get up to eight
alerts per month on new products, deals, in-store demos and other info.
Smartphone app: Members can present their app at checkout to redeem selected off ers from the mailer; app also enables list build-ing and online buying. Costco Connection has its own app.
3RD-PARTY APPSParticipates in the Ibotta shopper
incentive app.
IN-STOREDigital TV: Demonstration models in
the TV department air custom content and paid advertising (from Iz-On Media).
Digital links: Ads in the print edition of Costco Connection carry digital watermarks (via Digimarc Corp.) that link to related online content.
SAMSCLUB.COMDisplays ads: Exclusive brand programs
can earn a home page carousel ad; paid media opps (handled by Triad Retail Media) begin with thin leaderboards at top; several other slots promote key deals; other sec-tions for “Top Products” and “Top Sellers” Paid ads positioned throughout the site.
Brand showcases: “In Clubs Now” is hub for the paid activity, which ranges from exten-sive “Featured Brand” showcases to “Prod-uct Spotlight” pages; display ads elsewhere drive traffi c.
Themed content: Brands supply content to category microsites such as “Pet Central” and “Mom’s Corner.”
Category prominence: Some ad slots avail-able on category pages, where top brands get links.
OTHER INTERNETExternal websites: Collaborative
programs sometimes involve dedicated mi-crosites; seasonal microsites can incorporate brand-supplied recipes and cooking videos.
Paid search: Ads target prospective mem-bers, c-store owners and job seekers.
Co-op advertising: Packaged goods brands common, either for seasonal themes or specifi c deals.
DIGITAL COUPONSCalls monthly promotional booklet
“Instant Savings” to denote no need for coupons.
EMAILSeveral emails per week showcase
multiple “Featured Products” and other deals or the monthly “Instant Savings” catalog; occasionally devotes email to one popular product; monthly blast introduces new SKUs; monthly “Small Business News” off ers deals on offi ce supplies.
SOCIAL MEDIAFacebook: Daily posts promote in-store
sampling/events and Instant Savings deals on specifi c brands; updates often link to an e-commerce page; amassed 2.2 million fans by providing “like” incentives.
Twitter: Daily updates mostly mirror Facebook posts.
Pinterest: Boards have seasonal theme or focus on a category.
YouTube: Channel primarily contains seasonal cooking videos for recipes incorporating brands; subscriber count woefully low.
MOBILEText alerts: Subscribers get messages
about deals and new products.
Smartphone app: Serves as membership card, allowing members to view store-specifi c maps and Instant Savings deals, make shopping lists, buy from samsclub.com, check local-store availability and order via Click ‘n’ Pull pickup service, and scan QR codes.
3RD-PARTY APPSParticipates in the Ibotta shopper
incentive app.
IN-STOREScan-as-you-go/self-checkout: Testing
“Scan & Go” functionality through the app at 26 stores.
Internet-enabled kiosks: Brand ads run on health screening kiosks near pharmacies (via SoloHealth).
Digital TV: Brand ads (with real-time updat-ing capability) run on the retailer’s TV wall (via Triad Retail Media).
QR codes: Customized displays commonly carry codes linking to recipes, brand showcases or seasonal microsites on samsclub.com.
HOMEDEPOT.COMDisplay advertising: Frequently changing
home page typically spotlights a category; “Today’s Recommendations” and “Special Buy of the Day” are below the fold; product images often used to illustrate categories; home page for professionals microsite has links to brand shops; daily “Special Buy” and “Pro Video of the Week” are highlights.
Brand showcases: Top brands in key categories can get extensive areas with multi-media content to bolster product pages.
Themed content: How-to advice and project ideas typically stay brand neutral.
Category prominence: Landing-page marquees spotlight key brands; other opportunities available at sub-category level.
Amplified circular: Online-friendly single-SKU “features” link to Amazon-esque detail pages and “Add to Cart” buttons.
Blogs: “The Apron” has employees and guests providing advice and inspiration; a separate “How To Community” forum has designated associates posting project ideas.
OTHER INTERNETExternal websites: Redbeacon.com
answers questions and recommends professionals.
Paid search: Terms range from broad (“home improvement”) to brand-specifi c (“Makita tools”).
Co-op advertising: Extensive array includes seasonal promotion tie-ins and stand-alone brand off ers.
DIGITAL COUPONSNot a signifi cant tactic in the retailer’s
arsenal.
EMAILDaily emails spotlight a “Special Buy
of the Day” for consumers; Weekly missives link to the circular and send coupons, other off ers and tips to “Garden Club” members and, separately, professionals; additional emails periodically spotlight seasonal programs.
SOCIAL MEDIAFacebook: Occasional SKU-specifi c
post amidst steady fl ow of project ideas, advice, and community building updates.
Twitter: Largely mimics Facebook activity.
Vine: Videos support major campaigns and in-store workshops.
Other: Also active Pinterest, Instagram and YouTube.
MOBILEText alerts: Subscribers get up to 10
per month touting promotions and how-to info.
Smartphone app: Users can write reviews, conduct audio searches, and check store-level price, inventory and location. Separate Pro app also allows access to the in-store Pro Desk and barcode-scan ordering.
Co-op advertising: Runs video ads on Words With Friends app.
3RD-PARTY APPSTechnology for Aisle411 consumer
app also drives the maps in HD’s own app; participates in the Ibotta shopper incentive app.
IN-STOREScan-as-you-go/self-checkout: Several
employees per store carry portable devices that let them check inventory, fi nds products at other stores, and check out shoppers quickly.
Internet-enabled kiosks: In-Store Appliance Finder links to more options than are carried in the store; Redbeacon kiosks let shoppers sign up for service.
QR codes: Product-level tags link to infor-mation to inform the purchase or enhance product usage.
LOWES.COMDisplay advertising: Home page some-
times presents brand-specifi c promotions, but otherwise none; predictive search function suggests brand names.
Brand showcases: Top brands in key categories get landing pages with videos and other informational content.
Themed content: Wealth of project ideas and how-to advice mostly brand-agnostic.
Category prominence: Logos on landing pages link to brand shops; top-of-page banners also used.
Amplified circular: Modifi ed layout uses single-SKU features to link to details page, then facilitate purchase and/or social sharing; viewers can shop by brand.
Blogs: Creative Ideas network has 30-plus DIY bloggers that give brand shout outs within project ideas.
OTHER INTERNETExternal websites: Lowesforpros.com tar-
gets professionals; also owns ATGstores.com, an aggregation of former category-specifi c websites with an inventory of 3 million SKUs.
Paid search: Terms range from broad (“home improvement”) to brand-specifi c (“John Deere tractors”).
Proprietary platforms: Personalized MyLowe’s program lets members store project-specifi c shopping lists, track all purchases and get replenishment reminders.
Co-op advertising: Active schedule tends to focus on big-ticket items – but includes P&G home brands.
DIGITAL COUPONSNot a key part of the strategy.
EMAILWeekly missives deliver store-specifi c
deals, online exclusives, holiday sale pre-views; quad-monthly “Creative Ideas” emails send project ideas: twice-monthly Lowe’s for Pros off ers product and technology info.
SOCIAL MEDIAFacebook: Occasional updates will
link to a brand or product page but activity mostly focused on projects.
Pinterest: Nearly 3.5 million users follow a steady stream of boards providing DIY advice and design inspiration. Nearly all pins link to “Creative Ideas” or the e-commerce area of lowes.com.
Twitter: Even fewer brand opps here, where most activity mimics Facebook; @LowesRacing tracks sponsored NASCAR driver Jimmie Johnson and his team.
Google+: Fairly robust following (almost 500,000) get links to featured products on lowes.com along with content borrowed from other social media.
YouTube: Includes a steady feed of “Innovative Products Available at Lowe’s,” which showcases both national and exclusive brands in short videos.
Vine: “Lowe’s Fix in Six” series uses stop-motion animation to present home improvement “life hacks” in six seconds.
MOBILESmartphone app: Allows users to fi nd store-specifi c inventory, view product info and reviews, make purchases; guides shoppers to the proper aisle and bay in-store.
3RD-PARTY APPSParticipates in the Ibotta and Shopkick
shopper incentive apps.
IN-STOREInternet-enabled kiosks: Chain-wide
Wi-Fi facilitates lowes.com purchases.
Digital TV: Brand-supplied video demos fairly common.
QR codes: Mobile app directs users to scan QR codes and barcodes to fi nd pricing and product info.
Augmented reality: Two Toronto stores are testing a “Holoroom” that lets tablet-wielding shoppers experience how products will look in a home setting.
BESTBUY.COMDisplay advertising: Major product
launches get the home-page leaderboard; a brand also gets an ad near bottom of page; “Deal of the Day” box links to one featured product.
Brand showcases: Partners with in-store departments (Apple, Samsung, Sony and Windows) also get digital shops.
Themed content: “Things to Know” and other videos explain technologies, usually without brand-specifi c endorsements.
Category prominence: Key brands get their own hyperlinks; sub-categories off er brand spotlights, as well as targeted display ads.
Amplified circular: Interactivity connects features to product reviews, informational videos and direct-purchase pages.
Blogs: “Gaming News” touts new titles; “Latest & Greatest” discusses new products and promotions; “Best Living” is barely alive.
Proprietary platforms: The “Best Buy Un-boxed” community lets consumers get an-swers from Blue Shirts and topical experts.
OTHER INTERNETPaid search: Co-op ads common with
key brands.
Co-op advertising: Ubiquitous use runs gamut from SKU-specifi c to branded seasonal messages; strategy includes home page takeovers.
DIGITAL COUPONSNot a key part of the strategy.
EMAILRelentless stream spans seasonal sales
and SKU-specifi c subject lines; Rewards members get exclusive off ers at least once per month.
SOCIAL MEDIAFacebook: Steady stream of posts plug
storewide campaigns, limited-time deals and new products, the last heavy on home video and game releases; page sometimes used to host sweepstakes.
Twitter: Tweets link to buying guides and other informational content, spotlight new videos, games and electronics, and promote events; runs Twitter-only sweeps.
Google+: Product-specifi c spotlights more common here than on other social networks.
YouTube: TV spots and how-to videos.
Other: Token eff ort on Pinterest tallies just four boards; activity on Vine has withered.
MOBILEText alerts: Separate SMS programs
alert subscribers to special off ers on cameras, mobile phones and video games; Deal of the Day has its own; a seasonal service presents holiday promotions.
Smartphone app: Rewards members get exclusive off ers through the app and earn points for checking in at stores; browsing deals and products a key function for all app users; brand-sponsored games sometimes used to engage members; built-in reader handy for retailer’s extensive in-store deployment of QR codes; distinct Best Buy Gaming app lets users look for deals, check trade-in values and build a library.
In-store offers: See Smartphone app, Third-party apps.
Co-op advertising: Ads on third-party mobile sites (like Pandora) usually seek to drive traffi c to bestbuy.com or a nearby store.
3RD-PARTY APPSFirst retail partner of eBay’s RedLaser
location-based promotional app; also actively works with Shopkick and Ibotta.
IN-STORELocation-based offers: See 3rd-Party
Apps.
Internet-enabled kiosks: Endcap computer terminal provides access to bestbuy.com; distinct kiosk facilitates video game pre-orders.
Digital TV: In-house operation accepts brand-supplied HD content to run on fl oor-model screens.
QR codes: Shelf signs typically carry a code linking to product information, sometimes deals.
SPOTLIGHT
SPOTLIGHT
14CP_Shoptology_WallChart.indd 1 8/5/14 3:28 PM
Start by pinpointing where you need to exercise the greatest influence. Do you need to create awareness by letting shoppers see your brand? Create desire through education and interaction? Drive an action like requesting a sample or getting on the list? Have shoppers share their
define what you needthe shopper to do LET’S CHECK IN
ON OUR COOKIE.1
3A huge part of digital’s value is that it is readily measured. So when working with your key retailers, deploy a digital plan that includes different media, creative approaches, and offers with a measurement plan in place to better understand the varying impact of your efforts.
Prove that it worksand then improve it
Once you know what your digital effort needs to achieve, you’ll need to narrow down the expansive list of retailer digital tools to ones that fit your objectives. It’s a matter of selecting the right elements that
help you communicate the right content at the appropriate points of shopper receptivity, integrated with your other marketing elements and executed for the best ROI.
2 Select the right tools for the right retailer
createattraction
build bonds
BUILDING A STRATEGICDIGITAL PLAN FOR RETAIL
OK, HERE’S THE SCENARIO. You’re a shopper marketer for a well-known cookie brand launching a new flavor at Walmart. Digital provides an important set of touch points for your product introduction, so you need to wade through the expansive list of tools available directly through Walmart, plus their partners and third-party vendors, to see what fits.
Like any shopper marketing effort, digital at retail should be grounded in a fundamental understanding of which shopper actions will unlock purchase and where and how you can influence that behavior. We’ve boiled it down to three simple steps. And just to make it more real, we’re giving you an example, too.
Since the brand is well known and established at Walmart, you mostly need to focus on SEE (so shoppers know you exist) and ACT (so they put you on the list or use your coupon). Start thinking about tools geared to building broad awareness, delivering your simple proposition of “new flavor” and driving trial.
here’s our final selection
experiences through social media?One way we define objectives is through our Shopper Relativity Model. It focuses on what it takes to create attraction for your brand, guide shoppers to buy, and turn the experience into a lasting bond.
Shopper Relativity Modelgoshoptology.com/why
goshoptology.comBUILDING IDEAS THAT BOND
Focus your measurement efforts on the KPIs to see how they contribute to the behaviors that achieve your core objectives. For example, how many emails are sent, reach your target and lead to a printable coupon?
Also keep in mind that some simple variations on the offer value and selling copy (new vs. flavor vs. seasonal theme) will go a long way to establishing best practices for the next launch. And keep your future cookie campaign from crumbling.
Finally, let’stest and learn.
brandpage
yumCookies
Chocolate Oatmeal Gluten Free Find in Stores
Chocolate Oatmeal GlutenFree
walmartfacebook
yumCookies
brandfacebook
yumCookies
Yum CookiesFood/Beverage
yumCookies
walmartdisplayadvertising
yumCookies
externaldisplaymedia
yumCookies
printablecoupon
yumCookies
Click to Save
brandemail
yumCookies
Recipies Oatmeal Chocolate
Our Best CookiesInspire breakthroughs; legitimize equal opportunity save the world nonprofit outcomes developing nations invest.
Inspire breakthroughs; legitimize equal opportunity save the world nonprofit outcomes developing nations invest.
excite
use
SHARE
want ACT
see
buy
Collaborate and InnovateDigital is where we do some of our most innovative customer marketing. Retailers want us to pioneer so that we can learn together how to create better experiences and drive more sales.
—David VanderWaal, Senior Director of Marketing, LG Electronics
CreateUnique EngagementDigital enables highly personal and motivating engagement. We always start with insights around the shopper, what motivates them, and how best to engage them on their terms . . . then embrace the right digital platforms to best meet the desires of our shoppers.
—Jeff Swearingen, SVP Portfolio Marketing and Analytics, Frito-Lay
Flexibility and PerformanceWhether you’re testing and learning or seeking efficiency and scale, the analytics are critical to make you smarter and drive organizational support.
—Katie Schiavone, Director of Shopper Marketing, Quaker
,
brandshowcase
walmartinstagram
brandfacebook
walmarttwitter
amplifiedcircular
externaldisplay media
brandemail
brandblogger
digital tv
ar/qrcodes
third-partyapps
walmart moms blogger network
walmartfacebook
brandpage
printablecoupon
walmartdisplayadvertising
walmartdedicated email
walmartnon-dedicated email
What else is inMY marketing mix?Consider what’s happening with traditional media, physical elements like merchandising, and with other digital media – then make it seamless. Since your new cookie has a sizeable consumer ad campaign, pull that idea through to product-centric tools online, in-store and on social media.
How can I create more scale and bigger impact?Fine-tune your choices by looking at the tactic’s reach, targeting ability, type of engagement and expected return. For the cookie launch, we’re tying several tools together, creating a plan that is both sufficient and efficient to accomplish our goals.
What are the key points of receptivity? Think about where barriers exist and where it’s most valuable for you to intervene. Pre-store is key to boosting awareness and getting your new cookie flavor on the list. Out-of-aisle may play a role in driving impulse. So filter for tools geared to these spaces.
What Is mycommunication objective?The message is a fairly simple proposition of “new,” “try me now” or “click for coupon.” So immediately you can trim less relevant tactics that focus on things like deep content or e-commerce.
Communication
receptivity
marketing mix
scale and impact
final selection
next, let’s startasking some questions.
yumCookies
75%
yumCookies
25%
A B
C-18x24_DigitalPlanRetail_072814.pdf 1 7/29/14 3:31 PM
While shopper marketers generally believe retailers’ mobile apps, websites and other platforms are effective, these same marketers are less confident that they can weave those tools together in a way that delivers big results.
Lots of marketing organizations admit they struggle to demonstrate the value of digital vs. high-volume physical tactics like
in-store merchandising. Or, they confess to simply “chasing shiny objects” or “checking the box” to say digital’s included in their retailer initiative.
As a result, many shopper marketers do relatively little in the digital realm. And even fewer feel that they approach it in a strategic way that reflects the dynamics of their brand and shopper.
There’s no question that digital influences more and more shopper decisions at retail. And as the trend continues to grow, retailers are constantly expanding and innovating their digital tools, creating more opportunities than ever to close the sale.
There are
common obstacles.If you’re like most marketers, you want to do more in digital and do it in a way that really delivers against brand objectives. But we also realize that it’s hard to know where to place your bets when retailers’ digital landscapes are filled with a growing number of tools, tactics and platforms.
But help is as close as the next page. Use our guide, along with the retailer wall chart, to:
We want to help you make
better choices.
Getting the most out ofdigital marketing at retail
So why are shoppers quickly goingdigital at retail, but brands are not?
Craft a calculated digital strategy with key retailers
Build an inventory of digital tools and develop your plan Scale your digital efforts for bigger and more impactful results
Seamlessly integrate digital and physical touch points
HOW’S YOUR DIGITALMARKETING WITH RETAILERS?
goshoptology.com BUILDING IDEAS THAT BOND
Connect with ShoppersOur customers are engaging in content in more places and at more times than ever before. We want to make sure we have the right content to meet the needs of the customers wherever they are.
—Clint McClain, Senior Director of Marketing, Walmart
Rebalance the MixMobile is revolutionizing shopping — from how consumers research to how they select and pay. So it's surprising that mobile marketing spend doesn't match its share of influence and sales. Many marketers need to reevaluate their marketing mix.
—Scott Sandlin, Chief Executive Officer, Mozido
F-Panel_12x18_DigitalMarketingRetail_072814.pdf 1 7/29/14 3:36 PM
Sure, digital isn’t new to shopper marketing, but it may be new to you. And we can help fill in the blanks. We’re Shoptology. We build bonds between shoppers, brands and retailers. Let’s navigate the digital landscape and build bonds together.
goshoptology.comBUILDING IDEAS THAT BOND
WITHOUT DIGITALYOU’RE MISSING OUT
Turn forour DigitalStrategy
Guide.
D-Panel_9x12_WithoutDigital-Ad_072814.pdf 1 7/28/14 2:01 PM
DIGITALPLAYBOOK
A convenient reference guide to key collaborative opportunities along the path to purchase
A supplement to:
THE SHOPPER MARKETING
September 2014
14CP_Shoptology_WallChart.indd 2 8/5/14 3:41 PM