Author: shopkick

3 CPG digital marketing trends changing how brands reach consumers

Posted on by shopkick

3 CPG digital marketing trends changing how brands reach consumers

Get In Touch

The Consumer Packaged Goods (CPG) industry has gone digital, allowing retailers to reach consumers early on in the buyer’s journey—sometimes before intent to purchase arises. Shoppers use mobile devices, computers, and other forms of technology as an integral part of their shopping trip, whether it’s to discover new items, plan their shopping trips, bargain hunt, or buy goods directly. 

Technology has made it easier and more convenient to shop, which is something brands can capitalize on when trying to reach new and existing consumers. As we’re halfway through 2020, this year’s prevailing trends indicate the lines between online and offline shopping have blurred. It’s not an “either/or” proposition, but rather a combination of the two. The brands that understand current trends and how to harmoniously integrate different channels will be the leaders.

Below, we’ll discuss CPG digital marketing trends like micro-influencers, ephemeral video, and third-party mobile shopping apps, along with some of the offline trends—like direct-to-consumer and same-day delivery—and how they intersect with the digital marketing landscape. No matter which combination of trends you implement as part of your marketing mix, the goal is to provide a seamless omni-channel experience that delivers the convenience, personalization, and quality customers have come to expect. 

Direct-to-Consumer Subscriptions

Direct-to-Consumer (DTC) brands are products, services, and experiences designed, produced, marketed, and sold by the same company, bypassing the retail channel. More than 40% of brands sell DTC in some capacity. The industry is growing year-over-year, expected to reach $130 billion by 2025.

 

Consumers flock to DTC models for a myriad of reasons. Some customers prize convenience and cost savings, while others appreciate the personalization and discovery aspects. DTC offerings cut out the time and hassle of browsing through retail stores, and generally boast exceptional customer service. Many models incorporate “VIP” services and provide exclusive access to rewards.

The Direct-to-Consumer trend has reshaped customer expectations, thereby affecting how digital marketing is approached. 

  • Pay-Per-Result Marketing: Just as DTC strategies hinge upon quantifiable marketing, digital marketing relies upon securing a return on investment (ROI). The DTC method of performance marketing—paying only when a specific result is achieved—has inspired digital marketers to look at free trials, coupon codes, first-month discounts, and rewarded in-app content as ways of getting a shopper’s foot in the door.
  • Subscription Services: DTC’s focus is not on the short-term sale, but on delivering continuous value. Likewise, digital advertisers for CPG brands are considering how to create and encourage direct subscription services that generate long-term sales. Though the DTC model has struggled with scale and profitability, the wildfire success of Nike, Disney, and Kellogg’s forays into DTC has many CPG brands taking a deeper look at the model. 
  • Personalization: Lastly, shoppers delight in the personalization available with DTC brands. CPG brands would be wise to emphasize similar options on their websites and email correspondences. By using quizzes, custom gamified experiences, and augmented reality (AR), brands are able to tailor their offerings and messages directly to the individual.

Omni-Channel Experiences

Marketers used to fret that “retail is dead,” and that eCommerce would take over the world. We now know that’s simply not true. 

Although online sales increased another 17.9% from 2018 to 2019, shoppers still enjoy in-store experiences. They love to touch and feel items in person, get out of the house, talk to store associates, and experience the instant gratification of purchasing a product and having it immediately available for use. 

Nevertheless, blurring the line between in-store and digital retail is an increasingly important trend. Social commerce and digital ad spend are still being budgeted for, but CPG executives are also investing in new tools like Instagram Shopping posts, mobile apps, artificial intelligence (AI), and AR tech in physical store locations, as well as automated or mobile checkout to remain aligned with future trends. 

Specifically for digital strategies, an emphasis has been placed upon micro-influencers, ephemeral videos, and third-party mobile shopping apps to deliver experiences customers want at home and in-store.

Micro-Influencers

Years of high-profile scandals, frauds, and fakes has brought the macro-influencer industry to its knees. 

Only 4% of people trust what paid social media influencers say. A study by Stackla found that people are 9.8x more likely to make a purchase based on a social media friend’ recommendation, rather than a high-profile influencer. As it turns out, real people have real influence. 

There are a number of ways CPG brands are engaging micro-influencers. They’re monitoring hashtags, responding to mentions, and using new tools to find, engage, and reward organic advocates and unofficial ambassadors. Some strategies include: 

  • Running inspirational contests and giveaways. 
  • Giving out promotional items and goods like free swag.
  • Offering VIP experiences. 
  • Inviting members to join their communities. 

It may not be as simple as paying a celebrity with millions of followers for a promotion, but the micro-influencer pitch works wonders for increasing authenticity and trust. 

Ephemeral Videos

Content is diversifying in new ways. Long-lasting “evergreen” content used to be the standard, but now consumers have demonstrated a demand for short, fresh, relevant videos.

The word “ephemeral” is an eloquent way of saying “short-lived.” Think Instagram Stories, Snapchat, or TikTok videos, for instance. Engaging visual clips that appear today, but are gone tomorrow, create a sense of urgency and FOMO (Fear Of Missing Out). 

With over 500 million active users in 2019, TikTok is a popular platform (particularly for Gen Z) that attracted CPG brands like Kind, Red Bull, Kool-Aid, Pepsi, and Lay’s.

CPG brands can use these platforms in a more casual, interactive way. They might offer a behind-the-scenes glimpse of the company, ask a live poll, countdown to an upcoming event, or create a contest.

Third-Party Mobile Apps

With 85% of customers using smartphones while shopping in-store, we can safely assume apps are now a staple element in the path to purchase.  

Third-party shopping apps are an easy, accessible, and affordable foray into this burgeoning market. Instead of developing a constant stream of app content, brands only need to create campaigns, which they can test, alter, and change as they please. 

Through Shopkick, clients’ campaigns have delivered noticeable ROI and increases in brand favorability thus far. 

For instance, when Claritin partnered with Shopkick, they achieved a 4:1 ROI on their campaign during the busy allergy season. By the end of the campaign, 28 million impressions were made, and 59% of consumers who went on to purchase the product originally had no plans to.

Same-Day Delivery and BOPIS 

Consumers’ desire for instant gratification is well-known, but now brands have the tools and technologies to facilitate this desire like never before. In a startling move, Amazon announced that their Prime two-day shipping guarantee would soon become a one-day shipping guarantee in 2019. This announcement made waves as retailers sought ways to compete.

Kohl’s, Best Buy, Macy’s, and Target went one step further and made same-day delivery available, while Apple and Walmart went on to offer next-day delivery. Many supermarkets used (and continue to use) Instacart to facilitate immediate order fulfillment or developed their own proprietary system. 

CPG brands should prioritize incorporating Instacart and Shipt into their delivery strategies. They must optimize their photos, product descriptions, titles, and specifications on these platforms with skimmable elements and relevant keywords in order to see peak search performance results. The same holds true when selling in the Amazon Marketplace. CPG brands should also consider implementing tailored promotions designed to move more units or cross-promote.  

Over the past year, we’ve seen a considerable rise in stores offering BOPIS (Buy Online Pick Up In Store). CPG brands have responded by finetuning their supply chains to keep products moving fluidly from the warehouse to the store. 

The coronavirus pandemic placed a high premium on quick delivery, particularly among cleaning supply brands, meat products, and other household staples. CPG brands adapted by reallocating resources from traditional media and other investments to digital eCommerce strategies like grocery delivery and in-store pickup.

It’s never been easier for brands to reach consumers directly than it is in 2020. Marketing mainstays like SEO content, pay-per-click (PPC) ad campaigns, mobile-friendly websites, and targeted social ads are still very much relevant, but some of these budgets are shifting toward the latest CPG digital marketing trends, tools, technologies, and partnerships mentioned above. CPG brands looking to improve their omni-channel experience can count on Shopkick to connect with audiences in a meaningful way, boosting short-term incremental sales as well as long-term loyalty.

Shopkick is a third-party shopping app that partners with CPG brands to deliver incremental sales, ROI, product awareness, and brand affinity. Users spend an average of two hours per month watching partner brand videos, flipping through curated lookbooks, locating products at-shelf, and purchasing campaign items in exchange for reward points (“kicks”). Read a few success stories or contact our team to learn how you can benefit from these new CPG digital marketing trends.

10 Summertime Peach Recipes

Posted on by shopkick

One of the best parts of summer is definitely the fruit that is in season! As we celebrate August, we have a new fruit season to celebrate too: peach season! This sweet, sometimes tart, and always delicious summertime fruit is wonderful for both sweet and savory meals, desserts, and (of course!) drinks. We love the great variety offered by peaches.

We also love that many pick-your-own farms present you with the fun opportunity to pick your own bounty with your family. During a time when family outings (or outings in general!) feel a little more complicated as we try to keep our social distance, a visit to a farm to pick fruit combined with a recipe challenge offers a fun and memorable way to spend a day, night, or even a full weekend.

Keep reading below for 10 summer recipes you can make with peaches!

10 Summertime Peach Recipes:

Raspberry Peach Lemonade:

Lemonade is a classic summer drink, and Damn Delicious ups the fun with her take on Raspberry Peach Lemonade. Your kids will love this summery drink!

Easy Homemade Peach Jam:

We couldn’t share a post about fruit without finding a great recipe for jam. The reason why we’re intrigued by this Easy Homemade Peach Jam recipe is because Scattered Thoughts of a Crafty Mom makes it without pectin (an ingredient that can sometimes make jam feel complicated to master).

Easy Baked Peaches:

We have talked about grilling peaches in the past, which you can definitely do. But, we also wanted to highlight a great recipe for baking them. I Heart Naptime shared this recipe for Easy Baked Peaches that also introduces cinnamon sugar topping. We definitely recommend following her lead and completing this sweet combo with whipped cream or vanilla ice cream for a wonderful summertime dessert.

Peach Wine Slushies:

To make your glass of wine more fun and summery, turn it into a slushie! Of course, it’s even more delectable when you add peaches. These Peach Wine Slushies from Dessert for Two take minutes to make.

Spicy Peach & Avocado Salad:

We’re fans of summertime salads, and this Spicy Peach & Avocado Salad from Country Living sounds like a great take! It combines peaches together with avocados and a Fresno Chile pepper for a great kick. If you don’t love spicy foods, we think the salad would be equally as tasty sans pepper.

One Skillet Peach Glazed Chicken:

Meals that can be made in a single pot, skillet, or pan are always up our alley. When we spotted this One Skillet Peach Glazed Chicken recipe from The Seasoned Mom we added it to our “to make” list right away! The prep time for this dinner dish is 5 minutes. Need we say more?

Peach Mango Coconut Oil Banana Bread:

Our passion for banana bread continues, and Averie Cooks shared a Peach, Mango, & Coconut Oil Banana Bread recipe that combines three amazing fruits together! The great news is this recipe includes coconut oil for a healthier option.

Turkey, Brie & Peach Panini:

A panini is a wonderful way to make lunch more fun, and Foxes Love Lemons created a Turkey, Brie & Peach Panini! It combines all of the flavors you would think, plus arugula, brie, and Dijon mustard.

Slow-Cooked Peach Salsa:

The summer is meant for salsa, and it’s always fun to create your own. Taste of Home shared a recipe for Slow-Cooked Peach Salsa that makes plenty of servings (11 cups!) after cooking for three hours. This would be excellent for a Mexican themed taco night!

Georgia Peach Homemade Ice Cream:

Rather than purchasing ice cream from the grocery store, why not try your hand at creating your own at home? This Georgia Peach Homemade Ice Cream recipe from All Recipes has over 400 positive reviews, and the results sound incredible.

We can’t wait to hear about the peach recipes you make! Fill us in on Facebook, and make sure to share any peach recipes you love that we have yet to discover.

How to Embrace Back to School Season

Posted on by shopkick

Over the past few months, we’ve discovered a new appreciation for our schools and teachers, especially as we look ahead to back to school season. This time of year always feels like the holidays for many parents and students. While this year likely continues to look and feel different for many students and families, we still believe back to school can (and should!) be celebrated. No matter if you’re prepping to learn virtually from home or return back to the classroom, below are four tips for embracing back to school this year. 

Start Incorporating Learning: 

Depending on where you reside, you’re either days away from returning to school or you have another month filled with summer fun. Either way, one of the best ways to start getting into the school mindset is to ease it back into your everyday routine. Set aside time for your kids to read, switch to an educational game on a computer or iPad, dive into a math game, or complete a science experiment. By welcoming learning back now, students will feel more ready to fully embrace a school schedule in the days and weeks to come.

Create a Schedule: 

The summer is when we all relax our schedules and embrace a go-with-the-flow mindset, but schedules are key during the school year. Take a moment to revisit first grade teacher Mrs. Lamb’s tips from the spring. She and her kids discovered how they can best learn while at home. Mrs. Lamb said sometimes that involves incorporating more focused work during the morning followed by an increased emphasis on play in the afternoon. Start determining how you think your family’s ideal school day will look and feel now. Then give it a try in advance of your official start date.

Shop for School:

We know how much students love shopping for new school supplies, and this year should not be any different even if you’re planning to learn virtually from home. Purchase new folders, notebooks, pens, pencils, crayons, markers, tech, and more just like you normally would. This nod to normalcy will feel comfortable, familiar, and exciting to your kids, and we think you will enjoy it too.

Also, consider shopping for back to school clothes! We’ve found it’s best to make a concerted effort to get dressed every day even if we’re working at home, and we think the same is true for kids. Think about shopping for new tops, pants, dresses, and shoes from their favorite stores, like Carter’s, OshKosh B’gosh, GAP, Kohls, Dicks Sporting Goods, and more through your Shopkick app as you embrace the fall season together. You’ll earn kicks, and your kids will keep up with their fun school year style. 

Embrace the School Season:

Just as you did during the spring, now is the time to embrace the school season whether it involves learning from home or returning back to the classroom. The more you and your student lean into learning, the more fun and normal it will become. Many of us are facing the same challenges, so keep this in mind: We’re all learning together, Shopkickers!

How are you and your kids embracing back to school this year? We would love to hear your thoughts on Facebook! 

P.S: For more on our “How to Homeschool” series with Mrs. Lamb, click here!

In-store marketing effectiveness: 4 proven case studies

Posted on by shopkick

In-store marketing effectiveness: 4 proven case studies

Get In Touch

Imagine you have a brand ambassador at a big-box store like Target or Walmart who:

  • Greets each shopper upon entering the store
  • Discusses the latest product news
  • Directs and personally ushers shoppers to specific items in-aisle
  • Answers questions
  • Assists with purchase

This holistic customer experience is guaranteed to leave shoppers feeling satisfied and well cared for. Shopkick has the ability to deliver that same in-store marketing effectiveness in one convenient app, and partner with virtually any CPG brand or retailer. The loyalty program works by offering kicks (reward points) to mobile app users, which can later be redeemed for gift cards to popular retailers like Walmart, Target and Amazon, dining options like Starbucks, and even entertainment options like AMC, iTunes, and Hotels.com. Traditionally, brands have relied on end cap displays, in-aisle discounts, and coupons to capture the attention of shoppers upon their arrival to the store. However, these advertising tactics have become static and are increasingly ignored by customers. Worst of all, these methods force brands to slash prices, chipping away at their market value and profit margins. Shopkick incentivizes shoppers to actively interact with brands by rewarding them for their store visits, for scanning product barcodes in-aisle, browsing digital “lookbooks,” watching informative branded videos, and more. This method of rewarding customers for non-monetized activities successfully leads shoppers down the purchase funnel to a final point of sale, ultimately earning them lucrative bonus kicks.

Shopkick capitalizes on several dominant trends to increase in-store marketing effectiveness:

Leading brands know they can’t expect to be marketplace leaders by using the same marketing strategies year after year. They must continually adapt, using the best available marketing stacks, tools, and resources. Continue reading to see how key CPG players like Claritin, Kraft, Barilla, and Georgia-Pacific partnered with Shopkick to educate, inspire, and boost their in-store marketing effectiveness.

Claritin

Claritin is the third-leading brand of over-the-counter allergy medication with over $238 million in annual sales.  During peak allergy season, they needed a way to differentiate their products from direct competitors on Walmart shelves nationwide.  Shopkick offered the brand a way to drive sales without damaging profit margins. First, educational in-app content drove brand and product awareness while shoppers were still at home, and encouraged shoppers to seek out the product during their next visit to Walmart. Once in store, Shopkick guided shoppers to shelf, and offered rewards for locating and scanning several products across Claritin’s brand portfolio. By offering rewards for engaging with the products at-shelf, and for purchasing Claritin over competitors in the crowded allergy aisle, many shoppers who hadn’t planned to purchase the product ended up with a box in their cart.

Campaign Goals

  • Build Brand Awareness
  • Drive Trial and Consideration
  • Boost Sales

Shopkick Solution

  • Provide Educational In-App Content
  • Guide Shoppers to Product At-Shelf
  • Reward Shoppers for Product Engagement
  • Reward Shoppers Additional Points for Purchasing

Results

  • Over 28M campaign impressions
  • 4:1 Return On Investment
  • 59% Unplanned Incremental Sales

Kraft

Kraft® represents the third-largest food company in North America. The CPG brand was looking to increase sales of Baker’s Chocolate, Jell-O pudding, and JET-PUFFED marshmallows at Walmart during the busy holiday shopping season. With Shopkick, the brand was able to reach shoppers as they were planning their store shopping lists with holiday-inspired recipes and content, helping to boost awareness and purchase intent at home. Once in store, Shopkickers were sent on an gamified scavenger hunt through the store to find those three specific Kraft® products in-aisle. After earning reward points for scanning the product barcodes, many shoppers went on to purchase. By bundling these three products and offering heightened kicks for purchasing all three, Shopkick helped Kraft® boost incremental sales across multiple product lines.

Campaign Goals

  • Build Brand Awareness
  • Drive Trial and Consideration
  • Boost Sales

Shopkick Solution

  • Provide Educational In-App Content
  • Cross-Promote Products
  • Guide Shoppers to Products At-Shelf
  • Reward Shoppers for Product Engagement
  • Reward Shoppers Additional Points for Purchasing

Results

  • Over 9M In-Store Engagements
  • Over 18M Campaign Impressions
  • 27% Conversion Rate
  • 7:6.1 Return On Investment
  • 55% Incremental Purchases

Barilla

Barilla enjoys notoriety as the world’s leading pasta maker, responsible for roughly 45% of the Italian and 25% of the American market share. Barilla partnered with Shopkick to boost the momentum of their new Pasta Pronto product launch, and differentiate the line from other Barilla products. Shopkick inspired shoppers at home by rewarding them for viewing in-app native video and lookbook content, which helped grow awareness and explained the unique benefits of the new product line.  Shopkick users received additional rewards for locating Pasta Pronto in Target and Walmart stores nationwide. After scanning the product barcode and physically engaging with the new product in-aisle, shoppers converted at a high rate.

Campaign Goals

  • Build Product Awareness
  • Drive Trial
  • Boost Sales

Shopkick Solution

  • Provide Educational In-App Content
  • Guide Shoppers to Product At-Shelf
  • Reward Shoppers for Product Engagement
  • Reward Shoppers Additional Points for Proof of Purchase

Results

  • 66% Brand Awareness Increase
  • 50% Conversion Rate
  • 68% Lift in Future Purchase Intent

Georgia-Pacific

Georgia-Pacific operates under many household names, including Angel Soft, Quilted Northern, Brawny, and Dixie.  The CPG brand partnered with Shopkick at the launch of their new Dixie Ultra Deep Dish Plates in hopes of building awareness, trial, and consideration across Walmart stores nationwide. Shopkick first introduced the new product through branded lookbook and video content at home. Once shoppers were in-store, Shopkick guided them to the paper goods aisle, and incentivized them to physically pick up the new product at-shelf. While the product was still in shoppers hands, Shopkick’s innovative post-scan video feature highlighted differentiating product details, increasing trial and consideration. Shopkick then went on to reward consumers with additional points for purchasing the product.

Campaign Goals

  • Build Brand Awareness
  • Drive Trial and Consideration
  • Boost Sales

Shopkick Solution

  • Provide Educational In-App Content
  • Guide Shoppers to Product At-Shelf
  • Use Post-Scan Video to Spotlight Product Features
  • Reward Shoppers for Product Engagement and Purchase
  • Offer Dynamic Kicks to Drive Sales

Results

  • Over 16M Impressions Total
  • 1.7M Impressions In-Store
  • 99% Video Completion Rate
  • 50% Incremental Purchase

Drive In-Store Marketing Effectiveness With a Proven Differentiator

Debbie Zefting, Barilla Director of Shopper Strategy and Engagement, said it best:

“To have such a rich, experiential connection to customers before they even enter a store is powerful; add a rewards structure that encourages physical brand engagement and you see the kind of lift we experienced [with] significant sales growth.”

The results driven for Claritin, Kraft, Barilla, and Georgia-Pacific indicate the importance of reaching customers at each stage throughout the shopping journey, and implementing effective in-store marketing strategies. Shoppers have long held the technology we needed to reach them directly. With the widespread adoption of smartphones in recent years and the ever-growing desire to simplify life through helpful, interactive apps, Shopkick is the right solution at the right time. Shopkick is unique in the fact that it not only engages customers at home, but also on the go, in the store, and at the crucial point of decision-making. Best of all, Shopkick drives engagement and sales without coupons or discounts, allowing partners to drive sales at full price and preserve margins.

Shopkick is a popular mobile app that rewards shoppers for engagement with partnering brands, particularly at the point of purchase in-aisle. Shopkick is a powerful tool for in-store marketing effectiveness, helping brands surpass competitors. Contact us to see how easy it is to get started and achieve significant ROI.

Camp Shopkick: Camping Week

Posted on by shopkick

We’re back with the latest theme for this week’s edition of Camp Shopkick! In case you’re new to “camp”, we believe summer isn’t summer without themed weeks of fun to enjoy with your family, whether you try a new activity each day or plan a packed day to fit in as much as possible. We hope you and your family have already made wonderful memories during Barbecue Week and Family Fun Week. This week, we’re taking “camp” literally – it’s Camping Week!

Have you ever taken a camping trip? Whether you’re an outdoor camping novice, someone who frequently pitches a tent in the backyard, or a camper with plenty of experience in the great outdoors, we thought we would dive into everything you need to know to take a camping trip at a campground. Let’s dive into the essentials! 

Where to Go:

Once you have decided camping is officially on your agenda, it’s time to decide where to go. Parks are a great place to begin your research because many offer both camping facilities (wash houses are wonderful!), campsites, and plenty of information to review before you arrive. You can also look into official campgrounds. These can range from sites you will need to hike to, to locations where you will drive up and keep your car parked nearby. Some sites even include amenities, like pools, to encourage you to have even more family fun while meeting other families in the process.   

What to Do:

When deciding where you would like to go on your camping trip, you will also likely need to decide what you hope to do as a family while you’re there. One decision will help to guide many others! Many camping sites are located in wonderful areas to hike. If hiking will be a new experience for your family, you will want to research trails that are clearly marked for beginners. Some trails are even flat, which are excellent for young kids! You will also want to be prepared in advance to swim, so research if your camp is near a stream, lake, or beach open to water play. 

Must-Have Items: 

Some of your must-have items will largely be driven by the activities you plan to do while you’re camping, but there are also plenty of other items you will want to have on hand. Keep the following in mind: 

  • Tent (P.S: One Crazy House has plenty of tent tips!)
  • Foam Flooring/Air Mattress
  • Sleeping Bag
  • Clothes
  • Flash Light
  • Kitchen Items & Food
  • Toiletries
  • Hiking Gear
  • Toys for Kids
  • …and plenty more!

We discovered this packing guide for camping, particularly camping with kids, on the blog Em for Marvelous. Make sure to open the PDF she created titled Master Packing List. It’s excellent and so thorough! 

Recipes to Cook:   

Before you set out on your camping trip, you will want to create a meal plan. This will help you to know what you will be making well in advance, so you can make sure to have all of your groceries on hand. Cooking over a fire is a must while camping, and we thought we would think beyond hamburgers and hotdogs. So, we highly recommend trying Camping Breakfast Burritos from Taste & Tell, Grilled Cheesy Buffalo Bacon Fries from Tablespoon, and Campfire Philly Cheesesteak Sandwiches from Homemade Heather. All three recipes sound delicious! 

Of course, our top tip is to simply have fun on your camping trip! We are so excited to hear about the adventures you either experience or plan to experience on a camping trip with your family. Keep us in the know on Facebook!