Shopper Marketing - September 2017 - 49
quiz rooted in the team's insights
segmentation and flavor profiles
that people can take for wine recommendations. "Launching this
was really exciting for us because
we're trying to be more digital,"
says Cleveland. "That's where we
see shoppers going."
It was an opportunity to push
out pre-shop communications
- with a light digital media buy
behind a program for the first
time - rather than just relying on
awareness in-store. Recent results showed more than 1,000%
engagement with the text-to-receive-content versus a traditional
text-to-win, he says. "Finding that
we would get more engagement
when we offer fun content instead of dangling a carrot for a
prize was a great learning for us
in that we can engage with shoppers without offering something other than a
way to interact with our brand."
Cleveland says e-commerce will continue to
be the biggest challenge facing shopper marketing as teams test and learn to flip what is
traditional shopper marketing to be more digital-centric in their communication platforms.
"Having a shopper marketing strategy that is
the full path to purchase is going to be critical
to continue to communicate, and that means
evolving our tactics substantially," he says. "Ecommerce will continue to expand into shoppers' lives, and it's on us to evolve with it."
- Erika Flynn
SEPTEMBER 2017 SHOPPER MARKETING y