Couponing for the ADHD Generation in a Digital Society
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Couponing for the ADHD generation: presentation by BD myShopi at Gondola's Digital Society event at GooglePlex in Brussels, on April 22nd by Toon Coppens, digital strategist at BD myShopi. Presentation about omni-channel marketing and more precisely how promo communication for omni-channel retail is evolving. The presentation concentrates on the main opportunities of 100% digital cashbacks for creative and relevant activation campaigns.
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Couponing for the ADHD Generation in a Digital Society
- 1. COUPONING FOR THE ADHD GENERATIONThe Digital Society – Gondola - April 2015 Geert Schoenmaekers Toon Coppens BD myShopi http://www.bdmyShopi.com @BDmyShopi
- 2. BD Group Omni-channel activation Data & Profiling B2C Promo & shopping platform Marketing, Media, Logistics & Data 650 employees in BE & ITA Owned by NPM Capital
- 3. Omni-channel
- 4. Is this the marketing mix for omni-channel retail? REACH Mass market PUSH communication + Permission based 1-2-1 marketing with extreme targeting TARGETING
- 5. Promo communication is hotter than ever
- 6. Couponing
- 7. ADHD generation ALL DAY HEADS DOWN
- 9. mCoupon?
- 10. Digital cashback campaign examples
- 12. Kriek Liefmans Time constrained actions
- 13. Coca-Cola Enterprise & Continental Foods Complex cross-sell actions
- 16. CBG – Target – “kip in blik” New product launches
- 19. Profiling & prospect identification 1+1 Cashback Participating consumers Sociodemo & Lifestyle mapping Lookalike mapping
- 20. Danone Nutricia Targeted cashbacks & follow-up cashbacks New born 3 months 6 months 1 year 1,5 year Cashback + Survey Targeted Follow up cashback Targeted Follow up cashback
- 21. Club Nestlé Promo CRM program
- 23. Shopping list: buying intent
- 24. Future: targeted promotions based on buying intent
- 25. Omni-channel: the next screen
- 26. Conclusion: We are only at the start of how brands can disrupt couponing in next years 100% Digital Couponin g Creativit y Agile Versatil e Coverag e Impact & Analytic s Targetin g
Notes de l'éditeur
- BD evolved from a logistics promotional communication distribution company (Belgische Distributiedienst) into a marketing, media, logistics and data company with focus on B2B and B2C The main B2B proposition is an omni-channel activation platform, supported with data driven intelligence brought by DBM
- We are witnessing a omni-channel commerce world with showrooming (check in real world and shop online, about 20% of consumers in BE) and webrooming (search online and buy in real world, about 70% of consumers in BE) becoming mainstream Key in this is that the consumer decision funnel became a consumer decision loop across different channels, placing the consumer centrally The impact on marketing and consumer activation is large, as consumers need to be reached on different channels in this fragmented environment
- According to us, the ideal mix for omni-channel marketing consists of One one hand mass market push communication: proven effectiveness at low price per contact, with a focus on channels with a mass reach and opt-out mechanism And on the other hand permission based marketing, providing extreme relevance based on opt-in data like behavior, micro-location and buying intent
- When we focus on promotional communication to activate consumers, we witness the fact that mass market push communication is hotter than ever In a Belgian market with declining ad budgets and print under pressure, the number of distributed door to door promotional leaflets remained flat over last years with about 5,5 Bn leaflets distributed More and more e-commerce and pure players also add door to door in their marketing mix
- On the side of couponing, we also remark that in retailer leaflets, but also in-store the number of coupon campaigns is on the increase Meanwhile, Belgians households are still european champion in the usage of coupons At BD myShopi, we have some very popular unadressed couponing products launched last year, addressing the mass market push side of the equation
- But to address the permission marketing side of the equation there is a need for a more agile couponing solution Moreover, with the generation Z (also called the ADHD generation = all day heads down) now becoming RFP (responsible for purchase = VVA), we need an extreme agile “100% digital” couponing solution to complement the mass market evergreen paper couponing solution.
- That’s why BD took over myShopi, which had launched a 100% digital cashback couponing solution back in 2012 A cashback proposition whereby consumers are reimbursed on their bank account within 7 days after scanning the register ticket with their mobile phone or PC A solution launched with minimal burden for retail and brands, to challenge to current status quo of the industry and to address the requirements of the smartphone generation With the smartphone penetration in Belgium rising, week over week, we see more and more consumers opt-ing for this 100% digital cashback model
- As such, we believe the consumer is now ready for the next step towards a full mCoupon solution, in which consumers can have their brand coupons immediately redeemed at the register of the retailer
- Meanwhile, going full steam ahead with 100% digital cashback couponing After more than 500 cashback campaigns, we would like to share with you some inspiring examples on how digital cashback coupons are used 1: for creative brand campaigns 2: in targeted brand campaigns
- Let’s first look at some creative campaigns that could not have been executed in a classical way but take fully profit from the 100% digital implementation
- First example: Kriek Liefmans An agile promotion action in the summer of 2014, whereby the cashback was only published in weekends when the weather was nice and the the temperature was above 25 degrees
- Second creative example comes from CCE & Continental foods, a complex cross-sell action for the BBQ season, whereby consumers needed to buy 3 bottles of coke and 3 sauces to get 7,5Euro reimbursed.
- Third example for Danone, a saving and loading action whereby consumers needed to buy for 20 Euro of any Danone products within a period of a month to get 5 Euro reimbursed
- An extra asset from a full digital action is the easy campaign extension, in this case people buying a bottle of Smirnoff could win tickets for tomorrowland, an action running in last 2 weeks prior to the festival
- A last creative example comes from Charlier Brabo Group, with the launch of their “kip in blik” product. A 100% cashback sampling campaign, whereby consumers that used this cashback received another 100% cashback 3 months after the initial buy of the product. In addition, an e-mail survey was launched to these consumers, to capture their immediate feedback on the new product.
- In addition to this last example, whereby only consumers that used a given cashback received a follow up cashback, I would like to show you some other targeting campaigns that have been running in last weeks
- Like in the display advertising industry, multiple options exist to target a specific cashback to a given audience or person Multiple targeting criteria can also be combined to increase the relevance for the consumer
- Brands get an extended cashback report with reporting on age, gender, language and region as well as on the price of the product in different retailers In addition, many brands would like to understand better the sociodem & lifestyle info on cashback participants. Therefore, the participants of the cashback action are profiled and mapped onto the sociodem and lifestyle database of DBM Thereafter a lookalike mapping can be applied to get a broader targeting segment ready to address
- A second targeting example comes from Nutricia, whereby parents that redeemed a the Nutrilon cashback will individually receive a follow up cashback for the next Nutrilon type right before their baby reaches the specified age
- Club Nestlé is a promo CRM program, active on myShopi since 2013 In this program, people get different cashback promotions based on their sociodemo profile and promotion usage Activation happens both via myShopi, as well as via e-mailing campaigns of Nestlé
- In 2014, myShopi launched the first FMCG beacon based mobile marketing project in the Belgian market, together with Delhaize and on demand of Coca-Cola Enterprises Background info: 3 main goals to test: Can we change people’s behavior on the parking lot: supermarket trolley instead of small basket (promos coke, sprite, fanta) Can we change people’s flow inside the shop and get people entering an aisle they would not visit otherwise (promo 1+1 chaudfontaine) Can we achieve impulse buying (free coke with a salad)
- Half of the people using the myShopi app uses it to create their digital shopping list and to share their shopping list between devices and family members In Belgium people visit on average 4,8 different food retailers in 3 months, most non loyal retailer audience in Europe
- As such, brands could promote their products only to consumers that have a certain buying intent, herewith a dummy example for sparkling water
- The myShopi shopping list functionality has also been extended to the next screen: the smart watch, allowing consumers to check the items to buy immediately on their phone Also cashback promotions can be clipped to the shopping list and as such can be consulted immediately in their “mobile wallet” on the smartphone and smartwatch
- This overview of creative and targeted campaigns provide evidence that 100% digital coupons are fulfilling a real need into the market because of their inherent features: Coverage: applicable at all retailers & pharmacies, gas stations, kiosks, pubs… Agile: can start in less than 1 week if needed, number of redemptions can be adapted or extended in real time Versatile: special actions like 100% cashback, buy 3A + 2B, saving programs, goodieback.. Impact: average redemption rate of 12,5% Analytics: real time view on action impact Targeting: cashbacks only for specific segments Today we are only at the beginning of how brands can disrupt the traditional coupon landscape, both on creativity and targeting. These actions thus provide a perfect complement to the mass market promo communication of brands. With the advent of mCoupon, we are convinced that even more opportunities will appear for agile promotional campaigns.