Shopper Marketing - January 2017 - 28
that number is expected to rise to 75% by
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
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-