CheckoutSmart shopper marketing blog

Shopper Marketing Options for FMCG NPD

Posted by Paul on Jul 8, 2020 2:03:03 PM

With all the pressure from retailers and the fact that many brands have postponed their FMCG NPD launches until the second half of the year, we thought it would be helpful to review the shopper marketing options available to support NPD in supermarkets.

For those new to working with the major supermarket retailers in the UK, navigating your way through the variety of shopper marketing options can seem like the proverbial minefield. We've spent the best many years working for FMCG suppliers and supporting them as an agency. With our collective experience, we have broken down the pros and cons of each option in the hopes it will help you identify the best course for your product's unique marketing challenge.

We've grouped our thoughts under the kinds of questions you should be asking yourself when you are planning a shopper marketing campaign:

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Topics: Supermarket, Grocery, FMCG, NPD

What's more important to grocery shoppers Ratings or Reviews?

Posted by Paul on May 19, 2020 11:42:11 AM

It's obvious when you think about it, that for online grocery shoppers selecting products to put in their basket, product Rating out of 5 is always more important than the number of Reviews, right?

Well, wrong actually and not just wrong occasionally, wrong most of the time. From our research of 3,710 online supermarket shoppers we know that when the average Ratings for two similar products are different by as much as 0.3 eg 4.2 vs 4.5, then the number of Reviews is much more important in product choice. Let me give you an example:

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Topics: Supermarket, FMCG, Rating and Reviews, Shopper Marketing, ecommerce, CPG, Shopper Insights, Shopper Marketing Agency

Impact of Coronavirus on Supermarket shopping times

Posted by Paul on Mar 31, 2020 12:29:39 PM

Q. What happens when the government says "stay at home"?

A. People get up early and go to the supermarket!

Kantar* have just said that grocery sales were up 20.6% in March to their highest ever level, peaking 16th - 19th March. From our analysis of shopper's receipts submitted to us as part of cashback claims, we can see that they were up much earlier than usual that week, probably to "avoid the crowds" or just get there when items are in stock. This happened again the week after, when the restrictions were increased as the chart below illustrates:

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Topics: Supermarket, FMCG, Shopper Marketing, CPG, Coronavirus, Shopper Insights

Supermarket product reviews read by category

Posted by Paul on Mar 16, 2020 4:16:12 PM

As we go through a surge in online shopping, now is the perfect time to ensure your brands get their fair share of sales both now and in the future. Of course you should ensure you have the right images and descriptions, as these form "the basics" of eCommerce. It is also fundamental to your success to offer the undecided a perspective from their fellow shoppers through Ratings & Reviews. Genuine shopper product reviews delivered from validated buyers directly to the retailer sites, without any moderation on a specific sku are the best way of doing this and will make an immediate impact to sales.

Delivering Ratings & Reviews

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Topics: Supermarket, FMCG, Rating and Reviews, ecommerce

How to get your NPD into grocery shopper’s homes…

Posted by Paul on Feb 4, 2019 7:54:47 AM

The 3Ps of Supermarket Shopper Marketing

When launching your long-planned and lovingly-developed grocery NPD into supermarkets, it’s critical that it appeals to and is tried by the target consumers. Getting it into the hands, baskets and homes of the right grocery shoppers can be a daunting task, but here’s what you need to remember and how to go about it.

 

Supermarket shoppers are the key to NPD success as they are the ones who actually pick the product off the shelves and take it home, regardless of whether they, or someone else in their household is the end consumer. This is the crux of  Shopper Marketing and understanding the art  of getting shoppers to Pause, Pick up & Pay for your product is known as the 3 Ps of shopper marketing.

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Topics: Supermarket, Grocery, FMCG, NPD

The Top 10 Ways Cashback Apps Help Grocery Brands

Posted by Paul on Nov 5, 2018 8:22:34 AM

In 2018 we conducted research that showed 65% of our members look at our app when they are planning their food shopping, and 35% while they shop in the supermarket*. It is clear that grocery cashback apps are an excellent route to deliver shopper marketing goals.

For example, we can use Geo targeting to serve brand advertising right onto consumers mobile devices at the first moment of truth, but the power of these apps goes a lot further than simply helping to raise brand awareness.

Based on our experience as Europe's No.1 grocery cashback organisation, here are the top 10 ways you can start using these apps to your advantage today:

 

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Topics: Supermarket, Grocery, Coupon, FMCG, marketing, mobile phone

Shopper Marketing Insight: Top 100 Brands online 2018

Posted by Paul on Jun 25, 2018 1:27:44 PM

Coca-Cola retains their crown as the UK’s favourite online supermarket brand

CheckoutSmart, Europe’s No.1 grocery cashback app has released the UK’s Top 100 Online Grocery Brands report based on our online data. Once again, Coca-Cola was on sparkling form accounting for 66p in every £100 spent online by shoppers. This is an important club because £16.15 of every £100 spent is accounted for by the Top 100 brands.

Who else was a winner? Aptamil baby milk is growing up well as the fastest climber within the top 25, moving up 9 places to 19th. The No.1 Beer brand was Stella Artois, up 14 places to 32nd closely followed by Fosters up 12 places at 38th. Their perfect accompaniment Walkers Crisps was a new entrant in the Top Ten at 9th.

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Topics: Supermarket, Grocery, Coupon, FMCG

Digital Shopper Marketing

FAST & FLEXIBLE

CheckoutSmart is a leading digital shopper marketing agency delivering fast, flexible campaigns against all your goals in any retailer or just one:

  • Actively manage your shopper reputation in all online retailers
  • Create instant shopper action in any retailer, on any sku in the way you want
  • Start a genuine dialogue with shoppers about your products
  • Launch more successful NPD faster and use immediate feedback to improve your mix
  • Excite shoppers with easy to execute, effective virtual on-pack activities
  • Upgrade your understanding of the retail execution within all retailers
  • UK, Europe, US and beyond

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