The problem.
Food prices are the highest they have been in ten years. According to McKinsey insights, 45% of shoppers reported that they were looking for new ways to save money. With value shopping rising as a trend, grocers need to discover creative ways to remain relevant to their shoppers. One of the best ways to do this is through brand engagement, i.e creating an emotional connection or fulfilling relationship with your shoppers over time.
That’s exactly what this global grocery retailer did. They have been in the food retail industry for a couple of decades now, with supermarket stores spanning across many countries. With the static version of their promotional circulars (pdf) loaded on their websites they were seeing high traffic volumes but low engagement and high bounce rates.
They’d discovered a large potential audience but needed to improve the shopper experience to drive engagement and conversion.
As they are not currently ecommerce enabled, their focus was exclusively on driving shoppers to their bricks and mortar stores.
The solution.
Through testing different solutions to drive increased engagement a number of new interactive features have been incorporated into this supermarket’s digital weekly circular. These have included interactive features and gamification concepts to ensure greater dwell time, readership and social sharing.
Red Peppers insights and analytical tools were used to identify specific customer segments of interest. This enabled personalized, local area marketing campaigns to be generated via our Dynamic Ad Tech solution. With no additional creative required this grocery retailer was able to significantly grow their audience across multiple digital platforms, driving in store visits and conversion.
Being a non-ecommerce retailer, there was challenge in finding what features and functionality readers would benefit from and engage with, without being able to shop directly from the circular. The user insights and analytics quickly identified these.
The result.
In a nutshell, this supermarket chain saw their brand engagement skyrocket in a matter of weeks. An improved shopper experience resulted in longer dwell times, increased brand engagement and purchases from both existing and new shoppers.
Consumer trends are ever changing. At Red Pepper, we are committed to finding a solution tailored to your business’ needs. If you’d like to have a chat on how you can Attract more shoppers, Learn more about them and ultimately Convert more into sales, reach out to us here
