Shopper Marketing - August 2016 - 58


SO-LO-MO CENTRAL

Kraft Heinz is working with
Fetch, Madison, Wisconsin, which
enables shoppers who've downloaded the Fetch Rewards app to
scan products while they shop in a
store and receive reward points or
exclusive savings that get added
to that shopping trip as they shop.
The user checks out in-store by
having a cashier scan the app's bar
code scanner to simply transfer
over the order. (The shopper still
pays at checkout as she normally
does.) Fetch has been working
... Fetch-ing rewards.
with multiple Kraft Heinz brands
and finding success with promoting complementary products. For example, over
Memorial Day Weekend, Kraft ran featured deals on Kraft original barbecue sauce that
every Fetch user received on the app or as seen in a display ad on KraftRecipes.com or
over email. However, when a user scanned a mango or garlic purchase, that shopper
got a reminder of a mango barbecue chicken recipe with money-off for the sauce. An
early test program that looked at shoppers who scanned in Heinz ketchup and were
presented with a deal on Heinz mustard scored a conversion rate of about 20%, says
Birk Cooper, head of marketing at Fetch Rewards. Heinz is also using data secured from
these shopping trips to learn more about shoppers, including a path through the store
that can be learned from the scanner, dwell time in the aisle, overall basket analysis,
abandonment and more data points.

58

y SHOPPER MARKETING AUGUST 2016


http://www.KraftRecipes.com

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

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