Shopper Marketing - January 2017 - 29
running Paw Points loyalty program this year
by launching an app that lets people scan
their receipt to earn discounts, sweepstakes
entries and other rewards. Shoppers can also
donate their points to animal shelters.
"These are our best shoppers, our most
loyal users that we want to keep engaged
with the franchise," Ortman said. "We wanted
to deliver a fully seamless experience for the
consumer where they didn't have to cut out
the code from a cardboard box, mail in a receipt or upload the codes."
The manufacturer has also been experi-
menting more with e-commerce. Clorox's Brita is a longtime sponsor of the Sundance Film
Festival, offering hydration stations where
attendees can refill water bottles. "We were
really building a lot of good will," Kohler said.
"We asked ourselves how we can harness all
this goodness and convert it into a sale."
Brita is also tapping into the fast growth
of the Internet of Things with the release of
the Brita Infinity pitcher, which connects with
an Amazon Dash Button to order new filters
whenever the appliance has been used to
clean 40 gallons of water.
World Kitchen Able to 'WinWin-Win' With Digital Content
By Institute Staff
ROSEMONT, ILL. -Although the customer, the
supplier and the consumer have different
goals and agendas, creating a "win-win-win"
strategy that benefits all three isn't out of the
question, according to Chris Ann D'Alessandro,
vice president of North American sales and
customer marketing at World Kitchen.
Finding this sweet spot is something
D'Alessandro calls "three-by-three alignment," where finance, sales and brand marketing teams work harmoniously to meet the
needs of everyone involved on the path to
purchase. "We all learned early you have to
define your goals," D'Alessandro said during a
Path to Purchase Expo seminar in September.
"You definitely have to define your measurements. And you have to define the commitments that you need to make. However, the
three-by-three part is that we need to make
sure it's aligned with the consumer, the customer and you internally - the supplier and
Beyond that, digital content creation teams
must strategically get out a message to which
consumers will be receptive. "We need to create content that is on-topic and directed to
the consumer," said co-presenter Jeff Nowak,
CEO, Rocket Man Digital. "We create content
that goes into all channels. ... We're hitting
the topics, the needs. How do we answer their
JANUARY 2017 SHOPPER MARKETING
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