Growing Your Brand
Years of experience have shown us and our clients that the best approach to getting your message out is to take a holistic view of your customers and have all your marketing and advertising efforts work in sync. We recommend that you tear down the silos currently in place like the printed circular, the stand-alone email program, the loyalty points program that may or not be linked to actual purchase data, the in-store merchandising plan, the online coupon offers, and the third-party mobile app. Few of these independent tools communicate with each other, and as a result, none of them are working anywhere near capacity.
In 2016, Proco Marketing decided to refocus our efforts and concentrate on bringing our clients the best in digital marketing services and functionality. We formed strategic alliances with a number of companies who we feel offer “Best-in-Class” service in their area of expertise. We felt that there are two major holes in most retailer’s market platforms that needed to be filled in and shored up with better and more cost-effective tools, Online Shopping and Customer Relationship Management (CRM)
Here’s why we feel that way
A recent report from the Food Marketing Institute and Nielsen found that the US grocery sector could grow five-fold in the next decade, with consumers spending upward of $100 billion by 2025. While around a quarter of US households currently shop online for groceries—up from 20 percent just three years ago—more than 70 percent will do so within 10 years, according to the report.
An IRI survey released in June of 2017 found the following:
- High Satisfaction: Sixty-eight percent of click-and-collect shoppers said they would “definitely” use the service again, while 23 percent would “probably” use the service again for everyday items. (91% positive experience)
- Meeting Shopper Needs: Nearly seven in 10 shoppers (69 %) use click-and-collect services to avoid charges for shipping, the most frequently cited reason for using the service. Furthermore, half of all users cite the time savings click-and-collect affords as a motivation to use the service.
- Cross-Selling Opportunities: 69% of shoppers who went in-store to pick up their orders ended up buying additional items. This was an important finding uncovered in the IRI research because many retailers and manufacturers need to understand the impact and opportunities of impulse purchasing when shoppers leverage click-and-collect.
Why is CRM a critical element to any food retailer’s success?
- Because it Drives Additional Sales - Once a shopper opts into your loyalty marketing program they become more engaged with your store. Over time, the system will track their purchase behavior and continually provide them with offers that appeal to their lifestyle, personal tastes and spending patterns.
- It Reduces Promotional Costs - Make “cherry-picking” a thing of the past. Shoppers who don’t opt-in to your program won’t ever see your best offers. Shoppers who don’t engage regularly will not be able to take advantage of your deepest discounts, point programs, or punch card savings.
- It Reduces the Cost of Advertising - By getting your best customers to convert to using a digital marketing platform as their primary shopping planner, you can reduce print and distribution costs. Eventually, you will find no need distribute print ads and can either opt for a simple in-store piece or eliminate print ads entirely.
- Customer Relationship Marketing - No need to manage a costly card-based loyalty program where shoppers who don’t remember their card get access to special offers using a generic card substitute. Almost everyone carries a smart phone or tablet with them at all times, so access to your special offers is always in their purse or pocket.
- You Now Have One Home for All Your Data - Too many of today’s marketing solutions operate within their own silo. Information is not linked together or shared with other marketing tools. With a closed loop solution, all data resides in a single database and data is universally shared within all parts of the database.
- Website registration
- Email newsletter registration
- Email marketing campaign results
- Shopping list selection
- POS transaction history
- Personal recipe collection
- Points programs
- Punch card programs
- Gain Access to Brand-Funded Promotional Offers - As a retailer, you get to enjoy the benefit of having your shoppers receive special offers on products that they want to purchase and the discount is paid by the brand. Unlike coupon offers placed in FSIs or found on Facebook where shoppers can redeem the offers at any retailer, these coupons will only be redeemable at your stores.
- Every Dollar is Targetable, Measurable & Controllable - As a retailer, you no longer need to place virtually all your eggs in one basket. Your options are practically limitless. You can segment your target audience and test various offer types and various spend levels to determine the point at which you maximize your promotional and advertising budget ROI.
Target top spenders with offers designed to increase basket size.
Target new shoppers with offers designed to get them more engaged in the store.
Target low per-cap spenders to get them to move up to a higher spending bracket.
Reward your best shoppers to keep them happy and coming back for more.
Identify lapsed shoppers and attempt to entice them to return.
Promote new products to shoppers who like the category that the product comes from.
Entice shoppers who have low use within a department to add items to their cart.