By Chantal Tode
January 21, 2016
Clorox reimagines buyer marketing with mobile
New York City– A Clorox executive at Mobile Online marketer’s Mobile FirstLook: Method 2016 reported that the company is constructing first-party data and investing in ecommerce in 2016 to support how mobile is altering buyer marketing. Last fall,
Clorox tested a mobile-first end-to-end shopper-marketing program for its Hidden Valley and Soy Vay brands that leveraged advertisements, push alerts and beacons to drive factor to consider of its products with buyers while they are shopping. With survey results revealing both purchase intent and brand awareness rose, Clorox sees accuracy targeting an essential mobile marketing strategy this year.
“This will allow our messages to reach the best person,” she stated. “We are not all the method to one-to-one individualized messaging through beacons, but we are getting a bit closer.
“The other piece is a merging of the physical and digital worlds, the collapse of the funnel. We are investing greatly in ecommerce, shopperizing a lot of our material, we have an Amazon Dash button for our Clorox wipes.”
Shopper marketing evolves
Mobile and beacons are helping brands are reaching the client in aisle in methods they have not been able to do previously. Some of this is occurring independent of merchants, which is very various how buyer marketing worked previously.
In general, there are fewer opportunities for brands to engage buyers in shops than there were One Decade ago as retailers have approached a cleaner physical design with fewer end caps.
“Today, making use of Wi-Fi, GPS and beacons, we can get in front of the customer at the moment of reality with a message that is appropriate and timely to get them to put that product into the cart.”
Beacons construct
Beacons are the very best method to reach shoppers in stores, per Mr. Scartz. Nevertheless, it is still early days for beacon deployments, with 3 million delivered in 2015 while 400 million are anticipated to be shipped by 2020.
“More and more, we see the retailers themselves will most likely be the folks that own the beacon positionings and will perhaps resell the genuine estate like they would with any other buyer marketing,” Mr. Scartz stated.
The difficulty for brands sending out messages to customers in the aisle is making sure the content is relevant. If brands can identify significant material that would work in aisle, the advantage is marketing performance, as a smaller group of customers who are already in market are being targeted.
For Clorox, it built a program based on some key insights, such as that 79 percent of consumer mothers use mobile devices in the shop and 84 percent want receiving dish content from a brand. An objective was to produce a program that did not require seller approval.
The brand picked a strategy of supplying fast dish ideas utilizing its Hidden Valley seasoning packets and Soy Valley Asian marinades that would offer consumer mothers with a simple method to obtain supper on the table that night by simply buying a few items.
Hectic mothers
Difficulties in getting this information in front of mommies include that they see grocery buying as a chore, are not likely to bear in mind a 15-second television advertisement when they remain in the store and desire to enter and from the shop as quickly as possibly. Another challenge was that merchants normally control the messaging in shops.
“In spite of these difficulties, we wanted to up the ante and test out a method to drive that buyer when she is nearby a shop,” Ms. Ortman stated. “We desired to do it smartly, when she remains in shopper mode and when she remains in the aisle.”
The brand settled on back-to-school as the very best time for the project, as hectic mommies are frequently searching for brand-new meal options once the summer season is over.
Because Hidden Valley and Soy Vay do not have their own apps, Clorox and TPN partnered with inMarket to leverage its network of in-store beacons and food or buying related apps such as Epicurious, List Simplicity and CheckPoints.
The campaign reached users of these apps from the pre-shop stage all the way to when they remain in the aisle, leveraging beacons, distance marketing and targeted media for the buyer.
Messaging urged consumers to go to the appropriate aisle then offered an incentive for them to scan a product.
Users were also able to click through for recipe content, with the campaign delivering a click-through rate of 1.5 percent to 5 percent, depending upon the seller.
Walmart and Target represented at least half of the product scans, followed by Kroger.
The project was Clorox’s first test in distance marketing and beacons.
“This was very favorable for us,” Ms. Ortman stated. “We found out a ton – we moved the needle.”
Senior Editor Chantal Tode covers marketing, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.
Clorox exec says precision targeting, collapse of funnel are vital trends
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