With the likes of Amazon Prime, Jet.com and the recent free shipping offensive at Walmart and Target, most retail observers have been commenting about brick and mortar survival. “Not true,” according to our recent consumer insight survey. The shopper study reveals despite declines in foot traffic and same-store sales numbers, most consumers still prefer to buy most categories in-store, but on average 80% do research online before doing so.
Procter & Gamble is taking creative measures to celebrate World Water Day. Through their hair care brand Pantene Pro-V, they promoted water conservation in Southern California by launching limited edition packaging on various shampoo products with a “ShowerGlass” bottle. The bottle served as a timer to help consumers cut their shower time in an effort to save more water, and launched at Vons supermarket in Los Angeles in November. In order to start the timer, consumers “Flip the bottle to time your shower” and a five-minute countdown begins. Saveourwater.com indicates that taking a five-minute shower can help save between 12.5 and 25 gallons of water per shower. The ShowerGlass is attached to a reusable band that is meant to be transferred to other bottles of shampoo, so customers can continue to keep their showering times to a minimum.
We took a look at our advertising data to see other creative ways that Procter & Gamble were promoting World Water Day. They took to social media and teamed up with Upworthy to host a twitter chat on empowering women and clean water. Bringing awareness to the water crisis, Procter & Gamble used the chat to also promote their technology that purifies dirty water in 30 minutes, highlighting that over 100 children die each day from illnesses that could help be prevented by clean water. The Twitter chat drew many participants and positive attention to Procter & Gamble, while also helping promote a good cause.
MillerCoors is now providing the option to order beer with the touch of a button or a voice command. Recently the brewer teamed up with IPG Mediabrands for "Miller Lite On-Demand" that will allow consumers to stock their fridge with an Amazon Alexa command, or by using a programmable button that’s based on the Amazon Dash Button hardware. According to an article on AdAge, the delivery requests will be fulfilled by Drizly within one hour.
Today’s constantly-connected shoppers are becoming more and more inclined to use their digital devices to plan before heading out to the store. According to the Market Track Shopper Insight Series survey, 35% of consumers said that they look at emails from retailers while planning their shopping trips. Furthermore, 13% said that they used those same emails while out shopping.
We learned in a blog last week that 78% of shoppers buy private label/store brand products. According to PLMA’s 2016 Private Label Yearbook, “store brand sales in the U.S. reached $118.4 billion in 2015 – an increase of $2.2 billion over the previous year.” With private label brands growing in popularity each year, how are retailers promoting them?
Last week, we wrote about private label share of health and beauty care circular ads, and found some distinct shifts in how retailers are promoting their private labels this year compared to last year. Today, we will explore HOW retailers are promoting their private label HBC products, with a special focus on the offer types and overlays retailers are using to draw customers to their brands, rather than national brand alternatives. Specifically, we looked at the top three drug stores – CVS, Walgreens, and Rite Aid, and reviewed the top offers each retailer uses to promote their HBC store brands.
When it comes to off-beat St. Patrick’s Day marketing, look no further than today’s fast food advertisers.
Consumers in our Shopper Insight Series survey seem to have little concern around buying private label products over the national brands. Over ¾ surveyed said they purchase private label/store brand products, while exactly 75% said they would buy the store brand if it was less expensive than the national brand.
As fans prepare their brackets for the upcoming March Madness Tournament, it might be a good time to accept that things won’t always be perfect. At least that’s what official partner of the NCAA, LG Electronics, is choosing to focus on for their latest ads. The brand is using the tagline “Life’s not perfect” to build a campaign that will connect with consumers along their passion points, according to an article on MediaPost.com. “We aim to connect with our target consumers in new, relatable ways” says David VanderWaal, head of marketing for LG Electronics USA. “NCAA is a great example of one of those passion points, which is why we’re an official NCAA corporate partner,” he added.
Virtual reality advertising is gaining in popularity among marketers. The interactive videos allow viewers to feel “inside” the action, moving about and interacting with the environment. Several brands and retailers are jumping in on the experience, but marketers might want to make sure they have a great plan with a storyline in place first. One virtual reality advertisement can cost upwards of $500,000, per Forrester Research.