Shopper Marketing - August 2017 - 19
to keep its members from looking elsewhere
for the product. To incentivize purchase of Foster Farms items, the retailer sent purchasers of
the old brand a $3 off coupon. The offer saw a
higher-than-average 7% redemption rate and
a 38% repurchase rate within three months.
"We saw repeat purchase behavior, which
drives the loyalty component." Fung said. "We
got them to try it once, and they came back
and kept buying it."
The retailer also worked with Unilever to
target lapsed buyers - individuals who had
purchased its product in the past year but
had stopped in the last 90 days. In addition,
the manufacturer wanted to build affinity for
its other brands. To achieve both these goals,
Sam's Club sent target members a $1.50 coupon on a portfolio of brands using its website, email and mobile. This offer led to a 47%
repurchase rate and a larger basket size for
the retailer because multiple brands were involved.
Ultimately, the offer drove $3.2 million in
incremental sales over a three-month period
with a campaign spend of just $90,000. "That's
a huge ROI, and a massive win for the supplier,"
Fung said monitoring the results of these
campaigns was essential to its success and that
the retailer continually optimized the media
mix used and the members targeted to maximize the impact of the offers.
"As we continue working at Sam's Club,
we're constantly thinking about all the digital
experiences we have, and how we can maximize these experiences both to satisfy member needs but ultimately also to drive the types
of behaviors we want," Fung said.
SET EXPECTATIONS ABLAZE.
Branding fuels emotional relationships, but driving sales is what
lights up revenue. Only Integer® brings the two together so you can
creatively connect with consumers and ignite commerce.
At Integer, we live at the Intersection of Branding and Selling®.
For creative and strategy that accelerate transaction, contact Nicole Souza,
SVP Global Business Development, at firstname.lastname@example.org.