If there’s one place Walmart is winning in ecommerce, it’s with online grocery pickup (OGP). This simple service has revolutionized the way Walmart shoppers can transact with convenience, while remaining loyal to the channel. It may even be the key to the omnichannel transformation of your product.

Reaching consumers in a relevant way is often profoundly tied to place. Historically retailers & suppliers have focused on contextual, physical mediums for tapping the power of place inside the store – signage, displays, shelf talkers and so on. Beacons haven’t really worked. Promotional touch screens don’t get used that much. By and large, efforts to innovate and change the game have failed…

The landscape for grocery is rapidly changing. As retailers struggle to adapt, supplier marketing teams are often left to find innovative ways to drives sales and strengthen loyalty on their own. The landscape for grocery is rapidly changing. As retailers struggle to adapt, supplier marketing teams are often left to find innovative ways to drives sales and strengthen loyalty on their own…

One of the biggest mistakes a shopper marketing strategist could make going into next year would be to treat Online Grocery as just another tactic or box to check off of the media plan. The landscape for grocery and retail in general is being completely shaken up by new, convenient pickup and delivery options. As of September 2018, Walmart now offers grocery delivery in 50 metro areas and online grocery pickup in over 2,000 stores. And the reality is, everyone is jumping on this trend – including Whole Foods (Amazon), Target, Costco and Kroger…

Woman shopping

Winning holiday shoppers online and in-store requires careful planning, in theory. But there’s not always time for a plan. Shopper marketers know how crazy holiday gets, so a plan isn’t enough – sometimes you need to improvise with smart, targeted tactics that you can quickly implement to reach and engage your target audience…

Test and Learn Media

By now most marketers have put in place a few moderately effective always-on digital media campaigns. But more often than not, despite achieving some success, most haven’t significantly evolved their digital strategy and aren’t sure how to level-up their paid media.

By the end of 2018, over 63 million households in the US will have “cut the cord” or will choose to never subscribe to cable or satellite at all. But what if you could still reach these households with the power and flexibility that you have with other online advertising platforms? Connected TV is the answer, and is rapidly becoming a critical component to any best in class media plan…

Many have heard of geofencing. Some have tried it. But few are maximizing the full potential of this powerful capability.

Real-time Isn’t Always the Best Time
More often than not, marketers and business owners who have tried geofencing used it as a real-time tactic. What that means is advertising to an audience while they’re inside of a given geofence.

But what if that’s not the best time to engage your audience? Do you really want to shop online for groceries while you’re shopping for groceries at a store?

Perhaps there are low-stress trips where you might want to look at ratings or digital coupons on your phone. But it ultimately depends on the campaign objective and what action you’re hoping your audience will take next.

What Happens After People Leave Your Geofence?
Sometimes the best timing to reach your audience is after they have left your geofence and gone home or back to work. Geo-retargeting, or mobile ID capture, is an exceptional tactic for nurturing consideration and repurchase. It’s also a way to reach influencers within a household that may have a say in a big ticket or otherwise high-consideration item.

Watch the short clip below to help you brainstorm how your business could be leveraging these two powerful methods of geofencing to their full potential.

 

Everyone talks about micro-moments and wants to win more of them. But these rich opportunities on the path to purchase are short lived and often elusive to marketers. So you need to be ready at the right time with the right solution, but how do you actually do it?

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