Shopper Marketing - June 2016 - 35


ability. This time around, brands and retailers
were paired before startups came in for pitch
day to ensure they could align their objectives ahead of time. The pitch day resembled
a speed-dating event, with startups moving
between the retailer and brand partners.
"That one-on-one time allowed for greater
clarity on what was being offered by each
of the startups," said co-presenter Steve McGowan, director, shopper marketing, Mondelez International. "You also got the sense
of 'Do I want to work with this person for the
next 90 days?'"
McGowan and Yansen highlighted several
of the 2015 programs. One effort matched
Sampler, which helps brands distribute digital offers like samples or coupons in a more
targeted and measurable way than traditional
in-store sampling, with Ritz and Albertsons.
The partners installed the platform on Albertsons' Facebook page and used it to target
consumers with an ad that let them claim a
free box of Ritz Fresh Stacks and share the offer with a friend. The goal was to reduce the
cost of targeted trial from their current tactics.
While they're still analyzing the results of
the test, which ran in December, the app was
able to help the partners better reach their
target demographic with 92% of the redemptions made by consumers ages 22-55 and 97%
claimed by women.
The digital execution also allowed the partners to quickly change tactics. In mid-December, they replaced the video ad with a static
version and found that it improved engagement, though that dropped off again during
the holidays. Mondelez wants to test the program again during different time periods.

Another program matched Strap, Kum &
Go and Trident, allowing consumers to link
their wearable devices to the retailer's mobile application to earn coupons and rewards
based on their step data. The objective was
to lift the brand, category, app downloads
and store traffic compared to the control. The
partners promoted the effort in stores with
in-line headers and window signs. Shoppers
who linked their device and app were four
times more engaged than normal, but overall
willingness to link was low.
Mondelez also highlighted a program that
linked New Jersey-based convenience store
chain QuickChek with Swedish Fish and
Turnstyle, a startup that uses existing WiFi networks to both passively monitor and
actively engage shoppers. Cooler clings and
wall signs encouraged shoppers to connect
to the in-store Wi-Fi to receive a coupon for
the candy brand. The goal was to drive sales,
and increase time spent in store, visit frequency and basket size. The partners are still awaiting results of the test.
Turnstyle also worked with Cadbury and
Mac's Convenience Stores in Canada to test
the effect of varying the offers shoppers received based on the number of visits they
made, with the specific goal of upping trips.
During the 90-day trial, 3,244 people opted
into the program and 13.6% redeemed the
offer they received for first signing in. Those
who opted in visited 48% more than those
who did not. During the promotion Wi-Fi use
increased 81%, showing that shoppers were
driven to sign in by the offer.
Mondelez planned to expand the Shopper
Futures program to three countries in 2016. SM
JUNE 2016 SHOPPER MARKETING y

35



Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
Shopper Marketing - June 2016 - 44
Shopper Marketing - June 2016 - 45
Shopper Marketing - June 2016 - 46
Shopper Marketing - June 2016 - 47
Shopper Marketing - June 2016 - 48
Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
Shopper Marketing - June 2016 - 51
Shopper Marketing - June 2016 - 52
Shopper Marketing - June 2016 - 53
Shopper Marketing - June 2016 - 54
Shopper Marketing - June 2016 - 55
Shopper Marketing - June 2016 - 56
Shopper Marketing - June 2016 - 57
Shopper Marketing - June 2016 - 58
Shopper Marketing - June 2016 - 59
Shopper Marketing - June 2016 - 60
Shopper Marketing - June 2016 - 61
Shopper Marketing - June 2016 - 62
Shopper Marketing - June 2016 - 63
Shopper Marketing - June 2016 - 64
Shopper Marketing - June 2016 - 65
Shopper Marketing - June 2016 - 66
Shopper Marketing - June 2016 - 67
Shopper Marketing - June 2016 - 68
Shopper Marketing - June 2016 - 69
Shopper Marketing - June 2016 - 70
Shopper Marketing - June 2016 - 71
Shopper Marketing - June 2016 - 72
Shopper Marketing - June 2016 - 73
Shopper Marketing - June 2016 - 74
Shopper Marketing - June 2016 - 75
Shopper Marketing - June 2016 - 76
Shopper Marketing - June 2016 - 77
Shopper Marketing - June 2016 - 78
Shopper Marketing - June 2016 - 79
Shopper Marketing - June 2016 - 80
Shopper Marketing - June 2016 - 81
Shopper Marketing - June 2016 - 82
Shopper Marketing - June 2016 - 83
Shopper Marketing - June 2016 - 84
Shopper Marketing - June 2016 - 85
Shopper Marketing - June 2016 - 86
Shopper Marketing - June 2016 - 87
Shopper Marketing - June 2016 - 88
Shopper Marketing - June 2016 - 89
Shopper Marketing - June 2016 - 90
Shopper Marketing - June 2016 - 91
Shopper Marketing - June 2016 - 92
Shopper Marketing - June 2016 - 93
Shopper Marketing - June 2016 - 94
Shopper Marketing - June 2016 - 95
Shopper Marketing - June 2016 - 96
Shopper Marketing - June 2016 - 97
Shopper Marketing - June 2016 - 98
Shopper Marketing - June 2016 - 99
Shopper Marketing - June 2016 - 100
Shopper Marketing - June 2016 - 101
Shopper Marketing - June 2016 - 102
Shopper Marketing - June 2016 - 103
Shopper Marketing - June 2016 - 104
Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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