Author: shopkick

How to Take a Budget Friendly Beach Vacation

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Whether it’s due to the below freezing temperatures or our ever-present wanderlust, we always find we’re ready to start planning a getaway (or two!) in January. And, today we’re dreaming of the place that allows all of us to enjoy sun, sand, and relaxation mixed with a hint (or more!) of adventure – the beach!

The beach is meant to act as a true escape, and we know one of the keys to relaxation is making sure to remain within your budget. We’re thrilled to announce for a limited time, you can book your next beach vacation with Booking.com and Hotels.com with Shopkick to earn 10 kicks per $1 spent! The best news? You can book trips now to take throughout the year – there aren’t any blackout dates! Plus, you can cash in your kicks for gift cards to use while you travel.

Now that you’re excited to plan, let’s start talking about beaches to visit. Up first? The United States!

There are miles upon miles of coastlines to explore throughout the world, and the United States has quite a number of incredible spots on its own. If you’re interested in seeing rocky coastlines mixed with classic coastal architecture in New England, Maine, Massachusetts, and Rhode Island are three beautiful spots to consider. Perhaps Southern charm is in order, in which case places like Myrtle Beach, Charleston, Hilton Head, and Savannah are all perfect spots to mix sand and history. Florida’s Panhandle has some of the most beautiful sunsets in the country, and Alabama and Texas offer plenty of relaxation. If surf culture is your thing, head west to cities spanning from Baja California to just outside of Los Angeles, jet to Hawaii, and don’t forget to consider traveling north to Oregon and Washington.

There are plenty of amazing beaches to experience outside of the United States too, which is why we would be remiss not to mention Mexico. Located just outside of Cancun, Riviera Maya stuns with its pristine stretches of sand, all-inclusive resorts, and plethora of adventure. Swim with whale sharks, snorkel, explore cenotes, or simply lounge on the beach with a great book – you will love your experience. Plus, Cancun’s international airport offers a direct destination for many airlines. Across the country, both Puerto Vallarta and Cabo San Lucas offer unparalleled experiences on Mexico’s Pacific coastline. Be prepared for rockier coastlines, incredible sunrises and sunsets, culture, and plenty of time to relax.

Lastly, the Caribbean is brimming with beaches to explore! The Bahamas are some of the closest Caribbean islands to the United States, and each island offers a different colorful flavor and feel. We have only ever heard rave reviews of Turks and Caicos, the Virgin Islands, Curacao, Grand Cayman, and Aruba. All offer dining, history, diving, snorkeling, and some of the most beautiful water to swim in.

Wherever your adventure takes you, isn’t it time to stop dreaming and start booking your complete budget friendly beach vacation? We think so too! Booking.com and Hotels.com to the rescue! But, remember to book prior to 1/27 with Shopkick in order to take advantage of the big kicks.

Let us know where your travels will take you in the comments!

Make sure to download Shopkick for free, and join us on Facebook, Twitter, and Instagram for more shopping inspiration!

How to Earn Money for Future Shopping Trips

Posted on by shopkick

Whether you’re working to keep your budget in check for all of your daily to-dos, dreaming of taking an upcoming trip, or stashing away extra cash to create more margin for fun in 2019, we’re here to help. Did you know you can earn money for future shopping trips whether you’re in stores or relaxing at home? It’s groundbreaking, if we do say so ourselves, and so easy you will wonder why you haven’t hopped on the earning train before now!

There are many apps and programs that allow you to earn money. Some apps reward you for meeting your daily, weekly, and monthly fitness goals, others ask you to complete surveys in order to earn cash or points, and additional apps encourage you to clip coupons to save for your next shopping trip. But, we have three even better ways for you to earn money for your future shopping trips, and you’re likely already doing them! Take a look at our three tips below.

Explore Online Content:

Do you start or end your day by reading blogs, finding inspiration, or catching up on the news? We do too! We always experience a thrill when we read the latest post from a favorite blogger or discover a new-to-us recipe to put into our weeknight lunch or dinner rotation. Exploring content online is a complete experience, and it’s one we most often participate in during times when we’re relaxing (think: over coffee in the morning or in between commercials in the evening). Did you know you can earn money for future shopping trips by exploring content?

We tend to browse on our phones because it’s quick and easy, and one of the new concepts we’re seeing and enjoying are virtual inspiration books! They’re are exactly what they sound like – short and content-filled books complete with slides from brands we know and brands we’re happy to discover. We’ve found these books contain inspiration for hair, makeup, fashion, home décor, and even recipes. If you’re thinking inspiration books are just like the slideshows you see online you’re correct, but these have a twist. They allow you to earn money for future shopping trips because you’re viewing them through our app!

Watch Videos:

One of our other go-to ways to explore new content is by watching videos. They’re always a great way to catch up on the news, see what’s gone viral, and discover new content. And, we’re so excited they represent a way to save and earn even more for future shopping trips!

Rather than watching videos on YouTube, open your Shopkick app instead. Once the app is open, start exploring the Discover page of the app. There you will find a host of videos to watch from known brands. Expect to find inspiration for recipes, drinks you have to try, just introduced workout gear, sneak peeks of upcoming magazines, and much more. Every video is short, sweet, and to the point, plus you will be earning kicks that add up quickly for you to trade in for gift cards to the stores where you already enjoy shopping.

Why find yourself down a YouTube video rabbit hole when you can be earning kicks through Shopkick?  

Discover New Products In Stores:

Online shopping is quick and easy, but we don’t think it will ever replace the experience of shopping in stores. To us, wandering down the aisles is fun and relaxing, and it’s an activity that always results in a host of new inspiration. You can take even a simple “window shopping” night out to new heights by earning money for future shopping trips!

The products supported by the Shopkick app are available in a number of stores where you probably already go on a weekly (or daily!) basis. Plan a night to wander through the aisles of Target (a favorite pastime for many!), and scroll through the app to see which product barcodes you can scan to earn kicks, or reward points, while your browse. Not only can you scan products, but you can also purchase them, take a picture of your receipt, and submit it in the Shopkick app to earn even more kicks. A stroll through the grocery, beauty, or home aisles can result in hundreds of kicks you can redeem for gift cards to your favorite stores, like Target, Amazon, Starbucks, Disney, AMC Theaters, and many more.

Whether we’re reading articles or watching videos, we’re all constantly consuming online content. Not to mention, we all run errands to browse and shop on a weekly basis. Rather than simply viewing content or walking through the grocery store, why not turn to Shopkick to earn kicks and gift cards for future shopping trips? Think about saving gift cards for future vacations, gifting them to friends and family for their birthdays, or treating yourself for something you will enjoy! It’s as though your purchases are on us.  

Don’t forget to download Shopkick for free, and join a community of loyal Shopkickers who have already discovered the rewards of shopping with us.

If you love social media and stretching your budget as much as we do, join us on Facebook, Twitter, and Instagram for daily shopping inspiration.

Understanding the types of consumer buying behavior and ways to influence them

Posted on by shopkick

Understanding the types of consumer buying behavior and ways to influence them

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While the basic types of consumer buying behaviors haven’t changed much over the years, the way in which marketers approach consumers has. Digital avenues have expanded the information that consumers have available, as well as their connection to brands. Whether a consumer is prone to impulse buying, or starting a more complicated purchase journey, there’s a digital solution for reaching them and increasing purchase potential. Technology strengthens the bond between brands and consumers as it can be leveraged to cater to any journey on the path to purchase.

CPG brands need to carefully monitor how consumers choose their products to help them stand out among the competition. Approaching these consumers as they’re in the shopping aisle and prepared to make a purchase can be an ideal method. Managing the brand’s online reputation is also critical for differentiating products. With technology, brands can cater to all four types of traditional buying behaviors: impulse, habitual, dissonance reducing, and complex.

The Types of Consumer Buying Behavior and Their Impact on CPG Brands

There is a basic model of human buying behavior established by Henry Assael, professor of marketing for NYU Stern. Assael broke down the consumer buying models according to consumer knowledge of products and the difference between brands. These categories break down as follows:

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Variety-seeking:

Consumers may enjoy reading about and trying new brands and will often make decisions to try new products impulsively. There’s very little time between product discovery and purchase. The consumer isn’t switching brands due to dissatisfaction, but simply because they want to try something new. Variety seeking is a substantial area of opportunity for CPG brands as CPG goods are typically priced lower than others, posing a low risk for consumers.

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Habitual buying:

Consumers stick to brands they know as they see little difference between products. Habitual buying challenges CPG brands when that loyalty is to a competitor, as it can be very difficult to pull the consumer away from the products they trust. The brand must be able to differentiate its products from the competitors to win consumer attention.

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Dissonance reducing:

There may be very little difference between the products available across various brands, but consumers may still choose to do extensive research. This research may stem from dissatisfaction with the product itself. Alternatively, this information gathering may come as a result of increased social awareness about the impacts of manufacturing. In either case, brands must invest in products and overall reputation to connect with these shoppers.

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Complex buying:

Consumers who do extensive research before buying may have little familiarity with the brands and choices available. This buying behavior is typical when making big-ticket purchases, but that does not mean it’s not a concern for CPG brands with lower price points. Complex does not have to mean costly. It can also occur when a consumer has a concern over a product’s impact on their well-being, like in the case of health and beauty products with unfamiliar ingredients.

While not every path to purchase will fit into one of the above models, they do a sufficient job of giving an overall look at the most common methods for purchase. These behaviors have no boundaries, as consumers will follow them whether purchasing online or in the store.  Understanding these models benefits brands as they can create individual plans to cater to these specific purchase behaviors, regardless of where the consumer makes the purchase.

Using Mobile Shopping Apps to Excite Variety-Seeking Consumers

Variety-seeking consumers are promising prospects for CPG brands as they’re open to trying new products. While they may not extensively research before making a purchase, digital marketing still makes an impact. Timely promotions delivered via mobile shopping apps can provide excellent ROI for impulse buying behaviors. Such messages target these consumers based on their location and drive them to interact with products. We see an example of this through Shopkick and how consumers use the shopping app.

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Notifying:

The first step to securing a purchase is brand awareness. With Shopkick, a timely notification lets the consumer know which products in the store offer kicks (aka rewards points) and how many. The alert makes the consumer aware of the brand and encourages them to seek it out.  

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Priming:

When a consumer physically handles a product, it establishes a sense of ownership. Shopkick encourages consumers to pick up products by offering incentives for scanned UPCs. The moment a consumer touches the product, the chance of purchase increases.

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Incentivizing:

Shopkick users receive rewards points when they locate certain products in the store, and even more points when they purchase them. By rewarding purchase path behaviors both in-aisle and through checkout, brands create customer affinity and increase sales potential.

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Gamification:

The entire process works as a digital scavenger hunt with various goals and rewards. Shopkick’s design turns an everyday shopping trip into an enhanced customer experience. This gamification improves the use and retention of the app, which expands the brand’s audience.

Brands often target variety-seeking consumers with discounts and coupons, but rewards points provide the same benefit without the need to cut the product price. As variety-driven consumers make impulse purchases, these apps target them more efficiently than other marketing methods.

Cultivating Habitual Buying Through Data-Driven Personalization

Customer loyalty is entirely relationship-driven. Brands wishing to pull loyal customers from competitors, while also growing their faithful following, should look to personalization to establish these relationships. Profiles created with existing consumer data aid in this process by helping brands deliver personal messages on a mass scale.

Consider a brand trying to cultivate a following for a new ultra-moisturizing lipstick. That brand could use existing social media data to locate a general group of consumers who have an overall interest in makeup. That data can be used to target a specific age range, location, or consumer need. The brand might consider targeting users in hot, arid climates with a message about how this lipstick prevents chapped lips. As the message is designed to solve a problem that is unique to them, the consumer feels a deeper connection to the brand.

Any time a brand uses data, consumer privacy must be a concern. If a consumer feels their personal information is unsafe, there’s a risk of alienating them. However, consumers are receptive to data use for personalization, and consider value the number one driver of trust. As long as their data is used to provide them with a heightened experience, consumers are willing to share it.

The key component of any data-driven campaign is how it improves the customer shopping experience. Brands must consider if the information the consumer will receive is more valuable than the data used. It also helps to have a clear data collection policy which explains how consumer information is used, and provides an opportunity to opt out. Through transparency, brands can use data to cater to consumers without invading their privacy.

Attracting Dissonance-Reducing Buyers With Online Reputation Management

Dissonance-reducing consumers are researchers who are well-informed about products. Differentiative marketing is critical as this buying often occurs in the CPG market, where branded products are similar to those of their competitors. Brands may not be able to rely on their product but instead must focus on their overall reputation to stand out.

Campbell’s creates an excellent example of a brand leveraging their reputation to gain attention in the competitive canned food segment. The brand works hard to cater to consumers’ desires when it comes to social responsibility. They created several features to offer greater transparency to consumers, including their “What’s in My Food” database. They also spearheaded several corporate initiatives by increasing their focus on sustainable sourcing and providing aid to people in impoverished regions. These initiatives helped boost Campbell’s to the top of the USRepTrak 100 list, which ranks companies based on consumer trust perception.
By using their reputation as a differentiator, Campbell’s stands out in a crowded category often filled with lower cost competitors. A consumer may find themselves drawn to Campbell’s products due to the positive brand affinity their social efforts created. Brands can use social channels like Facebook, YouTube, and Instagram to help share news regarding the causes in which they invest, and invite consumers to participate as well. This strategy aligns their goals with those of the consumer, which creates a loyal relationship.

How Video Marketing Supports Complex Buying

When consumers make complex buying decisions, they’re often at a disadvantage. They know they need to do significant research but may not be familiar with the product. A typical example of complex buying is car purchasing. Consumers may not understand the differences between several different options and will turn to the digital space to learn more about them. However, CPG brands need to stay on top of this buying behavior as well, because it can impact lower-cost, mass-produced items.

Consider a broad category like whitening toothpaste, which encompasses thousands of diverse products and active ingredients. Some focus solely on whitening, while others combine whitening with other treatments like enamel protection or cavity prevention. Consumers may seek out information not just on efficacy, but on safety.

Catering to complex buyers requires a simplified approach. Explainer videos are ideal as they allow a brand to share information about a product while making those details easy to digest for the consumer. In some cases, they can drive the success of a debut product.

Dollar Shave Club discovered the power of explainer videos in 2016 when they rolled out their introduction. The funny ad garnered enough views to create significant clout for the brand which later led to its acquisition by Unilever. Through a short video clip, the brand created a connection with individuals on a complex purchase path. Dollar Shave Club provided the information that consumers needed in an easy to digest format. It also solved a common concern—the high expense and inconvenience of buying replacement razors. By making the process easy to understand, the brand built consumer trust and reached a broader market. The company went from a simple niche service to an industry disruptor that gained the attention of larger, established CPG brands all through the power of video.
It’s possible to cater to the types of consumer buying behavior by taking advantage of new technology. Mobile marketing can help brands connect with impulse buyers, while video helps guide those making complex buying decisions. Brands can differentiate themselves through reputation, rather than products. Alternatively, they can pull market share from competitors with personalization created through data. All of these methods help brands connect with consumers even when their path to purchase is less predictable than it was in the past.
Shopkick partners connect with consumers in the shopping aisle with our intuitive app that incentivizes product interaction. To leverage it to guide consumers to your products in the store, contact us.

Successful brand repositioning examples designed to reach a greater consumer audience

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Successful brand repositioning examples designed to reach a greater consumer audience

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Sometimes, iconic brands get consumers to look at an existing product in a new way. Any time a brand makes a significant paradigm shift, whether they’re introducing a new product or reintroducing an old one, they’re taking a risk. Several successful brand repositioning examples show us how a product can reenter the market and resonate with an audience.

Reputation management is often a challenge for brands. If a brand has established itself as a big business, consumers may write them off as impersonal. A personal connection is what allows smaller challenger brands to take market share from their established competitors. By focusing on connecting with consumers, brands of any size can reposition themselves in the marketplace both online and in the shopping aisle.  

Successful Brand Repositioning Example #1: Campbell’s Bets on Transparency

Consumers want transparency from brands. Specifically, 94% of consumers report they would remain loyal to brands with transparent principles. Keeping all business practices open isn’t easy for large brands, but Campbell’s managed this to do so leveraging the digital space.

Campbell’s “What’s in my Food” database delivers ingredient lists across six of Campbell’s product categories. Consumers can search for any product and get a concise list of its ingredients—as well as an explanation of each ingredient’s use. This explanation helps consumers understand what’s in their food and make informed decisions.
The What’s in My Food” database, along with other initiatives, helped boost Campbell’s to the top of the Reputation Institute’s annual USRepTrak 100 list. This strong reputation is vital among the company’s key demographic of families seeking nutritious, affordable foods. It also targets Millennials who seek healthy meals on the go. To reposition itself as a quality leader in the food industry, all that Campbell’s needed to do was make product information public and accessible.

Successful Brand Repositioning Example #2: Hallmark Trades on Brand Equity

Hallmark serves as an excellent example of brand endurance in a changing market. The brand has been around for more than a century and has seen significant paradigm shifts from its early days as a simple greeting card company, to its current status as a multi-brand conglomerate. In 2014, Hallmark’s movie channel was floundering. They chose to reposition it to reach more consumers by changing the tagline and adding a new focus: mysteries.

Hallmark chose to rebrand the channel, but kept their brand equity by building it into the name. The name changed from the “Hallmark Movie Channel” to “Hallmark Movies & Mysteries” to contemporize the brand and reach new viewers. The title eliminated the dated “channel” while keeping critical brand recognition. It also targeted the massive mystery viewership, allowing them to reach new consumers whether they were watching via mass channel options or through their iPads and smartphones. Two years later, the channel is considered one of the strongest performers in Hallmark’s portfolio.
Hallmark didn’t toss out their brand equity when trying to reach new consumers. Instead, they adjusted it slightly to appeal to old viewers while simultaneously drawing in new ones. Eliminating the restrictive “channel” from the name freshened the image for today’s non-traditional viewers. It was a seamless paradigm shift for which the brand is known.

Successful Brand Repositioning Example #3: CoverGirl Updates Its Tagline

In 2017, CoverGirl faced shifting attitudes in the cosmetics industry. No longer just an everyday product for women, some consumers began using cosmetics as a means of self-expression.  The 60-year-old “Easy, Breezy, Beautiful” tagline didn’t do enough to reach the growing pool of diverse consumers. As such, the brand shifted its focus with a new tagline: “I Am What I Make Up.”

The brand debuted the tagline and its accompanying video on Instagram, a popular platform for cosmetics influencers. They also showed off a new listing of non-traditional spokespeople to include chef Ayesha Curry, 69-year-old model Maye Musk, pro motorcycle racer Shelina Moreda and its first male spokesmodel, YouTuber James Charles. Partnering with these individuals allowed the brand to connect to new audiences and reach consumers that use makeup for different reasons than everyday wear.
This strategy was another case of a brand revitalizing its image without the need to change products or acquire new companies. The new tagline was welcoming to both loyal users, as well as new customers. Social media allowed them to spread the message and familiarize users with these changes, ensuring the new logo, packaging, and product designs wouldn’t confuse consumers when they hit the shelf.

Successful Brand Repositioning Example #4: Clorox Targets Aggressive Growth

Many brands failed to make the transition to digital because they became too comfortable with the status quo. These brands had successful products and loyal users. However, even the simplest of products need reinvigoration to stay relevant. Leaders of the Clorox brand understand and embrace the need to innovate, even with items as basic as household cleaners. It’s recent “2020 Strategy” is a three-pronged approach which combines:

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Co-branded product development:

One way that Clorox expanded its presence was by collaborating on products with other well-known brands. A few examples of these strategies include Clorox with Scentiva and Fresh Step cat litter with Febreze. By combining brands, Clorox created awareness across multiple markets and solidified their overall household product lead.

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Digital advertising initiatives:

Almost half of Clorox’s marketing budget goes to digital initiatives designed to increase online awareness. So far, online sales bring in only 5% of the brand’s revenue, but it’s also the fastest growing segment for sales. The brand’s efforts to expand online marketing have helped it gain a greater e-commerce foothold which will drive sales in years to come.

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Brand equity investment:

Clorox has the benefit of strong brand equity. This equity is critical in household goods, where consumers tend to stay loyal. The brand reported reaching two million new households in 2017. This result indicates that the focus on staying true to the Clorox brand through integrated marketing strategies is paying off.

Even though Clorox is a clear market leader, the brand continues to innovate and target aggressive growth. This dynamic, continuous expansion strategy is one which helped the brand succeed as shopping went digital across product categories.

Successful Brand Repositioning Example #5: Walmart Uses Digital Initiatives in Stores

Brick-and-mortar retailers faced challenging times when the internet turned into the source for all products, even lower cost CPG items. However, Walmart didn’t abandon its brick-and-mortar locations to focus entirely on digital sales. Instead, it tied the digital and physical together through its mobile initiatives. The brand focused on convenience features for consumers such as:

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Store maps:

The retailer offers an option to view location maps to find items at its stores easily. New maps are added regularly, as they have more than 4,600 locations to digitize. Through digital mapping, the brand improves the customer experience while limiting work for associates.

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List building:

Consumers can create an in-store shopping list to better budget their time and their grocery money. They can gain information on product deals and discounts and easily locate in-stock items across various locations.  

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Third-party app partnerships:

Partnering with third-party app developers like Shopkick allows Walmart to reach new audiences who don’t typically use the retailer’s proprietary apps. It also expands the kinds of apps the retailer can offer, as consumers may use several shopping apps while in the store or online.

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Specialty department integration:

Consumers can get details on Walmart Photo Centers, Auto Care Centers, and Pharmacies. They can also review availability for Rug Doctor rentals. This integration serves to cross-market these niche businesses within the store ecosystem.

By using mobile as a way to enhance the in-store customer experience, Walmart has seen consistent growth in same-store sales. While some of this stemmed from the closure of underperforming locations, much of this success comes from the enhanced omnichannel experience.

Successful Brand Repositioning Example #6: Amazon Embraces Shopping Innovations

When compared to other examples, Amazon is a young company. However, that youth doesn’t trump its need to innovate. Amazon, through the development of its smart speaker and Alexa digital assistant, has disrupted the industry by creating a new means of online shopping: voice ordering. The retailer also partnered with the popular social media platform Snapchat to take advantage of image-based search.

The voice ordering market has been slow to take off, but it’s rife with potential. Smart speakers have not fully penetrated US households. As they do, voice ordering is expected to explode in value. The industry could account for up to $40 billion in sales by 2022. Amazon, being the primary purveyor of smart speakers, is set to profit exponentially from this trend.

Image recognition in retail shopping is another area poised for growth. Through visual search tools, consumers can use photos to locate items. Artificial intelligence and machine learning have driven such innovations, but are still in their infancy. Amazon was also ahead of the curve by partnering with Snapchat to offer a way for consumers to search for items with photos in their account.
Amazon stays ahead of the competition by seeking out new ways to do traditional things. Even simple online ordering seems old-school when compared to the ability to order something with just a word, or turn the entire world into a digital shopping aisle. Meanwhile, partnering with Snapchat limits Amazon’s exposure if the trend fails to take off, while the company’s strong lead in smart speakers doubles its benefits for voice ordering.

Successful Brand Repositioning Example #7: Bloomin’ Brands Integrates Rewards

Customer loyalty programs are nothing new in regard to hospitality. However, integrated programs that allow consumers to dine at a variety of locations are. Bloomin’ Brands, the parent company of Bonefish Grill, Outback Steakhouse, Carrabba’s Italian Grill, and Fleming’s Prime Steakhouse & Wine Barn offers consumers a consolidated rewards program.

The company doesn’t just use the loyalty program to drive visits. Instead, their focus on servicing the 4.6 million users of the app is to gain data. Through it, the brand can discover what encourages consumers to visit specific locations. They can also use this information to guide future marketing initiatives and keep members alerted to promotions.

By integrating the program across all its concepts, Bloomin’ Brands reached a wider audience and built significant cross-promotional opportunities. They also eliminated a common barrier to rewards program adoption, in that consumers won’t participate if they don’t think they’ll use it frequently. By offering four options instead of just one, the likelihood of consumer participation and retention increases.
Companies should follow the successful brand positioning examples of industry icons to understand how to expand their reach. By leveraging industry innovations to gain insight into target demographics, brands can pivot their campaigns and increase market share. Digital marketing initiatives can even drive in-store sales with a robust mobile program. Sustainable brand growth is only possible through a strong consumer connection, and mobile marketing programs support these efforts.
Our partners engage with household decision makers in the shopping aisle and online through our innovative app. For more information on adding Shopkick to your marketing mix, contact us.