Close the Loop: Influence Shopper Behaviour with OOH, Mobile & POS Promotion
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This document discusses ways to influence shopper behavior through integrated digital and traditional marketing solutions. It promotes a partnership between three companies - HighCo Group, Clear Channel, and Netmedia Europe - to provide an innovative multi-channel promotion solution allowing companies to reach consumers across different contexts. The "Close the Loop" project aims to deliver the right promotion to consumers on the right channel by tracking them throughout their shopping journey. A case study with Alken Maes beer showed promising results, with many consumers engaging with a digital promotion and quickly redeeming offers in stores. The document argues this type of integrated promotion approach can provide benefits like increased awareness, consumer insights, and fast campaign rollout.
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Close the Loop: Influence Shopper Behaviour with OOH, Mobile & POS Promotion
- 1. Close the Loop OOH Mobile & POS Promotion
- 2. Who is Who? At home Out of Home On the move Instore Promo
- 3. Who is Who? How to INFLUENCE SHOPPER BEHAVIOUR WITH THE RIGHT DEAL ON THE RIGHT CHANNEL
- 4. Who is Who? WITH THE RIGHT DEAL ON THE RIGHT CHANNEL WITH THE RIGHT DEAL ON THE RIGHT CHANNEL HighCo group provides DIGITAL & TRADITIONAL INTEGRATED MARKETING SOLUTIONS strategy | activation | execution | monitoring & reporting
- 5. Who is Who? • leading player on the out-of-home communication market • billboards and digital screens throughout Belgium • employees put their efforts into the high-quality performance of our assignments on a day-to- day basis • years of experience and expertise 1 18,000 190 50
- 6. Who is Who? In many different places Service & tools Customized creativity Innovation A wide range of solutions
- 7. Who is Who? Online distribution folders & individual promotions >1 Mio users/month
- 8. Who is Who? >400k e-mails Average CTR on banners 1% - 5% Engaged audience SEO
- 9. Why this Partnership? Source: United Nations 2009 Revision of World Urbanisation Prospects AN INCREASINGLY URBAN SOCIETY… For the first time in history, more of us live in cities than in the countryside (51%) By 2050 the UN predicts this will rise to 70%
- 10. Why this Partnership? A CONNECTED CONSUMER… • Infinite availability of information • Live life entirely on the move • Changing purchase decision-making process
- 11. Why this Partnership? PEOPLE ON THE MOVE…
- 12. Why this Partnership? Shopper path has changed !
- 13. Why this Partnership? @ Out of Home@ HOME @ INSTORE
- 15. Belgians are Promolovers! • 600,000,000 discount coupons • 720,000,000 € saved • 6,4 coupons / Belgian • + 30% e-coupon used • 100,000 participation on PromoLife Mobile
- 16. Close the Loop Project • Multi-content and Multi-context approach • First time companies work together to offer an innovative multi-channel solution for manufacturers and agencies. • The right promo to the right consumer • Track and trace your consumer in his journey to promotion Consumer is always online
- 17. Case study: Alken Maes
- 18. Case study: Alken Maes
- 19. Case study: Alken Maes
- 20. Case learnings 10,000+ participations in 2 days 37% = digital 50% of shoppers who scanned, claimed the promotion within 30’ Connect = 5% of digital participations
- 21. Case learnings More than 3 000 referrals in 5 days! >20 000 SKUs sold in 2 days! Click-through rate of 5,25%
- 22. Case study: Alken Maes
- 23. The Future M-couponing possibility Multi Promo mechanism Virtual sampling
- 24. The Future : Virtual Sampling Solution for • Sampling inconvenience • Logistic issues • 24/7 sampling possibility Opportunity
- 25. Last but not Least • Know when and where the consumer has claimed his promotion • Know your consumer’s email address with absolute certainty • Ask extra information in order to know your consumer even better! Gain extra consumer insights!
- 26. What’s in it for you? • Extra awareness around your promotion • Turn a static poster into a dynamic communication tool • Full control of promo parameters • Multiple promotion concepts (Cashback, 1+1, couponing, sampling) • Extra Channel in the promotion strategy • Fast and flexible roll-out ! 1 week
- 27. Take Aways! • Keep it simple and flashy • 360° activation • Right promo to the right consumer with the right content
- 28. Join us on this innovation path! Bart Van den Notelaer Manager Digital Sales Clear Channel Belgium +32 (0) 497 52 71 03 bart.vandennotelaer@clearchannel.be Willem Stox Sales Director HighCo DATA Benelux +32 (0) 488 36 17 29 willem.stox@highco.be Patricia Verbovsek Teamleader sales & back-office Netmedia Europe +32 (0) 493 19 42 16 Patricia.verbovsek@netmedia-europe.be