In this chapter we provide an overview over best practices for digital shopper marketing along the path to purchase. Goal is to show how retailers and manufacturers make use of digital shopper marketing and to present concrete results they achieve.
Some of the examples transcend the different stages of the path to purchase. Yet, they are categorized merely into one single stage at a time for a matter of simplicity.
Wal-Mart Soundcheck is a website that contains videos of live performances of international artists and behind-the-scenes clips.
Users have the option to compose their very own playlist while on Facebook they can compete for signed merchandise or all-access-area passes. The Facebook page so far received 30,791 likes whereas on twitter some 5,576 followers are receiving tweets from Wal-Mart Soundcheck. Although Unilever is exclusive sponsor of the website, marketing messages are very subtle.
SC Johnson created a virtual home for Wal-Mart´s website. The different rooms educate users on the various applications of SC Johnson´s products for a cleaner living. Cooking recipes and videos with design tips are included to further engage shoppers and to increase average visit time on the site.
For additional information, please consult our post “Shopper Solution Of The Month (April) – SC Johnson”.
While Kraft Food´s iFood Assistant clearly transcends the individual stages of the traditional path to purchase, the app also includes functions for the shopper at home.
An included shopping guide helps users to generate their own shopping list based on a library of more than 7,000 recipes. The guide then indicates the closest store and offers printable coupons. The app is among the most frequently downloaded lifestyle applications and according to Kraft Foods “after six months, 60% of users are still using the app regularly“¹.
Home Plus, South Korea´s second largest retailer, successfully intervened with shoppers´ daily commuting routine in order to create a more convenient shopping experience.
Photos of the stores´ aisles were plotted in subway stations where commuters could use their mobile phones to order groceries by simply taking pictures of the products. The purchase was then delivered within 30 minutes. During the campaign, Home Plus increased its registered costumer database by 76% and raised online sales by 130%. The company also succeeded at becoming the number one South Korean online retailer.
For additional information, please consult our post “How To Turn A Subway Station Into A Supermarket”.
According to a recent report by In-Store Marketing Institute, shoppers rank self-checkout technologies among the most popular in-store tools².
In 2011, Stop & Shop started piloting its Scan It! app for iPhones which allows shoppers to scan, tally and check out without any employee interference. The company already offers handheld scanners but upon costumers´ requests developed an app especially for mobile phones.
Shoppers value self-checkout technologies for reducing time spent in-store and for allowing a better tracking of their budget.
The best practices presented in this article are not meant to reflect the full spectrum of digital shopper marketing tools available to retailers and/or manufacturers. Furthermore, as mentioned earlier, a clear distinction between the individual stages of the path to purchase often does not exist.
Nevertheless, traditional offline marketing tools are insufficient in our modern retailing environment in order to create a unique shopping experience. Instead, retailers and manufacturers have to tailor both traditional vehicles and digital tools to the very needs of their shoppers to be succesful.
Please consult additional posts on digital shopper marketing for further information:
In Chapter IX we introduce M-Commerce and present a simple six-step process to build a long-term mobile strategy.
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What best practices for digital shopper marketing did you spot?
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