Shopper Marketing - January 2017 - 28


PROGRAMS

that number is expected to rise to 75% by
2020.
TPN conducted research this summer to
gain a better understanding of how shoppers look at technology, which technologies
are interesting to them and how new devices
influence the way they shop. The multigenerational study of Millennials, Generation X
and Baby Boomers shows that they were fairly
aware of almost everything they were asked
about, including virtual reality, smart watches
and self-service kiosks.
"When they own these technologies, more
often than not, with the notable exception of
gaming, they're using them to shop," said copresenter Joe Scartz, managing director, digital commerce & integration, TPN. "Everybody
believed that shopping has been made easier
by technology in the last five years."
These insights have allowed Clorox to tailor recent programs to take advantage of the
technologies consumers are using to plan
purchases and shop. Clorox bleach is the largest business in the portfolio, but the manufacturer wanted to build awareness of other
products within the brand. "We saw a huge
opportunity to drive shoppers who were really loyal to Clorox wipes or bleach to start
buying across our portfolio," Kohler said.
To deepen loyalty, Clorox partnered with receipt validation mobile application Checkout
51 for a "Clean Home Challenge" that rewarded shoppers who bought four of the brand's
products in four weeks. The app also delivered
offers for related products. What was more important than the purchase boost was the data
the program provided, showing Clorox what
products a shopper was mostly likely to buy if
28

SHOPPER MARKETING JANUARY 2017

they were already picking up wipes or bleach.
Hidden Valley also has been trying to get
shoppers to buy more products in their portfolio. The brand worked with inMarket Media during the 2015 back-to-school season
for a program that used beacons to suggest
that shoppers or consumers near a participating store "make dinner easy tonight" with the
brand's dry mix packets. Messages were sent
to consumers who had agreed to accept notifications through other apps inMarket owns
and those who opted in proved to be very
engaged, scanning products in store aisles to
get recipes. The manufacturer plans to repeat
some elements of the campaign during a promotion for Soy Vay sauces.
Clorox also recently worked with Quotient
Technology's Shopmium mobile app to try
to encourage Millennials to think of Kingsford
charcoal beyond summer holidays.
"We took a look at the audience and mined
some research on Millennials," said co-presenter Sarah Ortman, associate director, national shopper marketing, Clorox. "We know
they don't like to drive, they want everything
on demand and they're impatient. We asked
them what their favorite holiday is and they
said, 'My birthday.'"
Those insights led Kingsford to deliver Facebook ads to Millennials ahead of their birthday
encouraging them to celebrate by gathering
around the grill with family and friends. Clicking on the ads directed them to Shopmium,
where they could upload a receipt from buying Kingsford to get money back. They also
received an extra $2 off if they shared a selfie
showing them grilling with Kingsford.
Clorox's Fresh Step modernized its long-



Table of Contents for the Digital Edition of Shopper Marketing - January 2017

Contents
Shopper Marketing - January 2017 - 1
Shopper Marketing - January 2017 - 2
Shopper Marketing - January 2017 - 3
Shopper Marketing - January 2017 - Contents
Shopper Marketing - January 2017 - 5
Shopper Marketing - January 2017 - 6
Shopper Marketing - January 2017 - 7
Shopper Marketing - January 2017 - 8
Shopper Marketing - January 2017 - 9
Shopper Marketing - January 2017 - 10
Shopper Marketing - January 2017 - 11
Shopper Marketing - January 2017 - 12
Shopper Marketing - January 2017 - 13
Shopper Marketing - January 2017 - 14
Shopper Marketing - January 2017 - 15
Shopper Marketing - January 2017 - 16
Shopper Marketing - January 2017 - 17
Shopper Marketing - January 2017 - 18
Shopper Marketing - January 2017 - 19
Shopper Marketing - January 2017 - 20
Shopper Marketing - January 2017 - 21
Shopper Marketing - January 2017 - 22
Shopper Marketing - January 2017 - 23
Shopper Marketing - January 2017 - 24
Shopper Marketing - January 2017 - 25
Shopper Marketing - January 2017 - 26
Shopper Marketing - January 2017 - 27
Shopper Marketing - January 2017 - 28
Shopper Marketing - January 2017 - 29
Shopper Marketing - January 2017 - 30
Shopper Marketing - January 2017 - 31
Shopper Marketing - January 2017 - 32
Shopper Marketing - January 2017 - 33
Shopper Marketing - January 2017 - 34
Shopper Marketing - January 2017 - 35
Shopper Marketing - January 2017 - 36
Shopper Marketing - January 2017 - 37
Shopper Marketing - January 2017 - 38
Shopper Marketing - January 2017 - 39
Shopper Marketing - January 2017 - 40
Shopper Marketing - January 2017 - 41
Shopper Marketing - January 2017 - 42
Shopper Marketing - January 2017 - 43
Shopper Marketing - January 2017 - 44
Shopper Marketing - January 2017 - 45
Shopper Marketing - January 2017 - 46
Shopper Marketing - January 2017 - 47
Shopper Marketing - January 2017 - 48
Shopper Marketing - January 2017 - 49
Shopper Marketing - January 2017 - 50
Shopper Marketing - January 2017 - 51
Shopper Marketing - January 2017 - 52
Shopper Marketing - January 2017 - 53
Shopper Marketing - January 2017 - 54
Shopper Marketing - January 2017 - 55
Shopper Marketing - January 2017 - 56
Shopper Marketing - January 2017 - 57
Shopper Marketing - January 2017 - 58
Shopper Marketing - January 2017 - 59
Shopper Marketing - January 2017 - 60
Shopper Marketing - January 2017 - 61
Shopper Marketing - January 2017 - 62
Shopper Marketing - January 2017 - 63
Shopper Marketing - January 2017 - 64
Shopper Marketing - January 2017 - 65
Shopper Marketing - January 2017 - 66
Shopper Marketing - January 2017 - 67
Shopper Marketing - January 2017 - 68
Shopper Marketing - January 2017 - 69
Shopper Marketing - January 2017 - 70
Shopper Marketing - January 2017 - 71
Shopper Marketing - January 2017 - 72
Shopper Marketing - January 2017 - 73
Shopper Marketing - January 2017 - 74
Shopper Marketing - January 2017 - 75
Shopper Marketing - January 2017 - 76
Shopper Marketing - January 2017 - 77
Shopper Marketing - January 2017 - 78
Shopper Marketing - January 2017 - 79
Shopper Marketing - January 2017 - 80
Shopper Marketing - January 2017 - 81
Shopper Marketing - January 2017 - 82
Shopper Marketing - January 2017 - 83
Shopper Marketing - January 2017 - 84
Shopper Marketing - January 2017 - 85
Shopper Marketing - January 2017 - 86
Shopper Marketing - January 2017 - 87
Shopper Marketing - January 2017 - 88
Shopper Marketing - January 2017 - 89
Shopper Marketing - January 2017 - 90
Shopper Marketing - January 2017 - 91
Shopper Marketing - January 2017 - 92
Shopper Marketing - January 2017 - 93
Shopper Marketing - January 2017 - 94
Shopper Marketing - January 2017 - 95
Shopper Marketing - January 2017 - 96
Shopper Marketing - January 2017 - 97
Shopper Marketing - January 2017 - 98
Shopper Marketing - January 2017 - 99
Shopper Marketing - January 2017 - 100
Shopper Marketing - January 2017 - 101
Shopper Marketing - January 2017 - 102
Shopper Marketing - January 2017 - 103
Shopper Marketing - January 2017 - 104
Shopper Marketing - January 2017 - 105
Shopper Marketing - January 2017 - 106
Shopper Marketing - January 2017 - 107
Shopper Marketing - January 2017 - 108
Shopper Marketing - January 2017 - 109
Shopper Marketing - January 2017 - 110
Shopper Marketing - January 2017 - 111
Shopper Marketing - January 2017 - 112
Shopper Marketing - January 2017 - 113
Shopper Marketing - January 2017 - 114
Shopper Marketing - January 2017 - 115
Shopper Marketing - January 2017 - 116
Shopper Marketing - January 2017 - 117
Shopper Marketing - January 2017 - 118
Shopper Marketing - January 2017 - 119
Shopper Marketing - January 2017 - 120
Shopper Marketing - January 2017 - 121
Shopper Marketing - January 2017 - 122
Shopper Marketing - January 2017 - 123
Shopper Marketing - January 2017 - 124
Shopper Marketing - January 2017 - 125
Shopper Marketing - January 2017 - 126
Shopper Marketing - January 2017 - 127
Shopper Marketing - January 2017 - 128
Shopper Marketing - January 2017 - 129
Shopper Marketing - January 2017 - 130
Shopper Marketing - January 2017 - 131
Shopper Marketing - January 2017 - 132
Shopper Marketing - January 2017 - 133
Shopper Marketing - January 2017 - 134
Shopper Marketing - January 2017 - 135
Shopper Marketing - January 2017 - 136
Shopper Marketing - January 2017 - 137
Shopper Marketing - January 2017 - 138
Shopper Marketing - January 2017 - 139
Shopper Marketing - January 2017 - 140
Shopper Marketing - January 2017 - 141
Shopper Marketing - January 2017 - 142
Shopper Marketing - January 2017 - 143
Shopper Marketing - January 2017 - 144
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com