I feel that innovative marketing at retail, specifically grocery stores, is currently lacking. Studies have shown that shopper marketing, done properly, can be a very effective driver of brand awareness and product purchase – more than mass and digital media. A recent trip to a Vancouver, BC grocery store revealed both good and bad examples of shopper marketing.
The good: When purchasing deli meats, a Hellman’s mayonnaise coupon was placed on the package. Right beside the deli was a well-placed, visible rack of Hellman’s mayonnaise. Two complementary products, and a coupon presented in a unique manner – well done. I had never seen that before, it caught my attention; a “purple cow” in Seth Godin lingo.
The bad: The same grocery store, for the last year, has been playing a short promotional video for a particular brand of meats near the frozen sausages section. I shop there every week, and I don’t think I ever recall anyone stopping to watch the video. It is not engaging, there is no incentive to watch. Who really cares, and who has the time? What a waste.
How can brands be more innovative at retail? Here are a few suggestions:
- Add value by promoting quick, easy to access digital recipes on packaging. A simple link to a website, or perhaps Facebook group, will suffice. Enable consumers to easily share the recipes with their friends, perhaps using the Facebook “like” feature.
- Consider a cause-related incentive to purchase. People care about brands that truly strive to make a difference, through genuine relationships and partnerships with charities. TOMS donates a new pair of shoes to a child in need, for each pair purchased. How about donating a portion of proceeds for each sale to a relevant charity?
- Ensure that your packaging is innovative. Employ functionality wherever possible, making it easy to store. Also make sure that your design truly stands out, without adding to the messaging clutter found in grocery stores.