Article

Stuart Sankey
Stuart Sankey 8 December 2016

Breaking Through ‘Autopilot’ Supermarket Shopping

Shoppers in supermarkets are ‘on autopilot’, buying less than one per cent of the products on the shelves. With supermarkets increasingly limiting options to brands in-store, there is a real need for FMCGs to find innovative but effective ways to generate cut-through, delivering their brand message, whilst at the same time driving purchase and supporting sales.

I like to think of a supermarket as an Aladdin’s cave; filled with delicious, tempting goods that consumers just can’t wait to try. The reality is, however, that shoppers feel quite differently.

The basket of the average UK shopper contains 10.5 items according to Kantar Worldpanel, while a large supermarket will stock approx. 60,000 different product items. No wonder, then, that Matt Hill, Kraft Heinz’s European president, recently claimed that supermarkets were turning into ‘libraries’ with shoppers on ‘autopilot’ as they go through the store (1); consequently, they are not being tempted into purchasing different or new products that Hill claims are the ‘life blood’ of his company. I’m sure Kraft Heinz are not alone.

So, how can brands rouse these shoppers from their reverie? As in-store opportunities dwindle, there is a significant need for brands to reach and engage with shoppers & consumers right along the path to purchase, predominantly out of store. The channel which carries the most potential to reach us is Mobile. As a society we are heavy mobile users; it is our primary screen / device for getting online and consuming information. The challenge is that we use our phones in lots of small “micro-moments” (150+ times a day) and often in a particular need state (according to Google). Therefore, it’s not easy for FMCG brands to capitalise on the mobile opportunity – until now.

Quotient’s product discovery app, Shopmium does exactly what it says on the tin: it is an app that sits on the smartphone of its users and introduces them to category-exclusive FMCG brands and products, sharing brand content, rich media and product usage & purchase ideas, then provides them with an exclusive offer to try the product along with the location of their nearest supermarket that stocks it.

Shopmium users go to store and add products to their basket that they wouldn’t ordinarily buy, while at the same time completing a first purchase cycle for that product. They then get the opportunity to provide a Rating & Review on that product for other users – and also for the benefit of the brand. Due to the nature of the media engagement through mobile and purchase cycle, 30% – 50% of those buyers go on to re-purchase the product at full value in 4 weeks. The beauty is, no touchpoint with the retailer is required.

Too good to be true? Brands such as Naked, Heineken, Bahlsen, Hipp & Hovis are already taking advantage of this. Download Shopmium yourself from the App stores. To find out how it could help you, don’t hesitate to get in touch: ssankey@quotient.com

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
Smash your customer acquisition targets with these AB tests

Smash your customer acquisition targets with these AB tests

Don't second guess what will work best to drive new customer acquisition via referral. Plan a program of AB tests to maximise results and you could benefit from a 5-7x improvement in results!

Angela Southall
Angela Southall 17 October 2017
Read more