Creating opportunities in sporting and seasonal events

1. IGD INNOVATION TRACKER, SUMMER 2012 Creating opportunities in sporting and seasonal events

2. Key themes from our recent innovation tracking

3. Innovation of the quarter: ‘marketing on the hour’ Innovating with time of day promotions to create something new and different, and give shoppers a unique experience • What is the development? • Korean retailer Emart created 3D QR codes that can only be scanned at lunchtime. It has been dubbed the ‘sunny sale’. • How does it work? • The 3D sculptures work like sundials, and the shadow cast on them by the sun makes them complete for scanning only between the hours of 12 and 1pm. • Upon scanning the code, customers are directed to the company’s website where they can find shopping coupons and special promotions. • Did it deliver? • According to Emart, this ‘time marketing’ phenomenon generated a sales uplift of 25% in lunch hours. Source: IGD Research, Emart

4. What have we learnt this quarter? Top points to emerge: In a summer filled with events, suppliers have invested in new marketing tactics to maximise the brand opportunity We have witnessed new ways to target seasonal shopper behaviour in a bid to drive sales and basket spend We spotted innovative events which aimed to capture shopper’s imagination andprovide extra engagement opportunities This presentation helps you review new shopper marketing and engagement strategies, identified through our recent innovation tracking around the world

5. Key themes from our recent innovation tracking

6. Bringing the games to life with experiential activity Engage consumers in an environment where they can interact with and experience your product, and make it easy for them to share their experiences via social media • What is the development? • Cadbury set up an Olympic hub at Hyde Park in London during the games, creating a unique experience for visitors and inviting them to instantly share it on Facebook. • How does it work? • Cadbury House was open for the duration of the games and let visitors explore its ‘Chocolatrium’ tasting zone to experience Cadbury chocolate. • In its ‘Great Games Zone’, visitors could take part in a virtual race against swimmer Rebecca Adlington to win a chocolate medal. • Visitors to the ‘hub’ were issued with a card which, when scanned at touchpoints, allowed them to upload a photo or message to Facebook. • Why do we like it? • The social media card enabled users to connect with the brand online while taking part in experiential activity in a unique environment. Source: IGD Research, Cadbury

7. Uniting multiple brands under one emotive theme Brand impact with a global marketing message linked to the Olympics • What is the development? • P&G launched its global ‘Thank You Mom’ campaign 100 days before the Olympics started as part of its sponsorship of the games. • How does it work? • The multi-channel campaign celebrated the mums behind the athletes and launched with the same message in all markets at the same time via iconic advertising. • Individual brand campaigns fronted by Olympic brand ambassadors were part of an overarching programme to boost awareness of P&G through its consumer products. • Who else is doing it? • It echoes Coca-Cola’s strategy during South Africa’s World Cup and is a truly global multi-channel marketing campaign, with activity on TV, online, in stores, and via social media – with the same message in every region, and all under the emotive theme ‘Proud sponsor of Moms’. Source: IGD Research, P&G

8. Making use of sporting themes in creative ways Draw on universally recognised symbols and imagery associated with events to add relevancy to your marketing campaigns • What is the development? • In Belgium, Delhaize ran a wine promotion which gave medals to wines based on customer votes, drawing on the Olympic theme. • How does it work? • Shoppers were encouraged to ‘like’ their favourite wines on Facebook and votes were counted. • The most popular wines were awarded gold, silver or bronze medals in line with the theme of this summer’s Olympics, and discounted by up to 35%, with the message ‘You have chosen’. • Who else is doing it? • The Olympics has seen all sorts of themed merchandise developed, including Cadbury’s limited edition chocolate medals. Source: IGD Research, Delhaize

9. Tapping into sporting event fever with apps Develop fun apps linked to major sporting events to drive purchase and interaction with consumers through gaming • What is the development? • Domino‘s launched a free football-themed app that gave users the chance to win food prizes every time a goal was scored during Euro 2012. • How does it work? • Every time a goal was scored in the tournament, the first 1,000 users who tap the "woohoo" button on the app, were entered into a competition to win Domino's vouchers. The more goals scored, the greater the value of the voucher. • The app also allowed users to check fixtures and get football scores in real time. • Who else is doing it? • Lidl launched a Euro 2012 game prediction tool on its website for football fans to predict scores. Source: IGD Research, Domino’s

10. Driving sales with event-based food occasions Link sporting events to food occasions and inspire shoppers with recipes and ideas to drive sales. • What is the development? • In the US, Albertsons tapped into the food opportunity of the superbowl with its event-based ‘game on!’ promotion. • How does it work? • Under the game on! banner, Albertsons aimed to inspire shoppers with party ideas and over 50 recipes in a dedicated section of its website, including the ‘top 5 dips’ to make for game day. • Shoppers were able to create a shopping list of ‘must have’ game day items. • Who else is doing it? • Pizza retailer Papa John’s also got behind the superbowl opportunity by giving fans the chance to win free pizza if they correctly guessed the result of the ceremonial coin toss. Source: IGD Research, Albertsons

11. Key themes from our recent innovation tracking

12. Linking private label focus to the season When everyone is feeling the pinch, this is an example which builds on a value private label campaign to demonstrate affordable summer food • What is the development? • UK supermarket Morrisons has launched a campaign highlighting its value private label range to coincide with the summer holidays. • How does it work? • Various initiatives targeting families include Morrisons "M savers recipes challenge" with links to recipes posted by customers featuring products from the M savers range. • Morrisons is also sponsoring pop up play parks throughout the UK where shoppers can sample the M savers range. • Shoppers can also get money saving advice on the retailers’ website and via Twitter. • Who else is doing it? • Ocado have tied up with popular TV series Great British Chefs to launch a ‘Summertime’ recipe app. Source: IGD Research, Morrisons

13. Targeting shoppers outside their normal routine Exploit seasonal holiday opportunities to engage shoppers with your brand and attract new customers • What is the development? • Tesco has created a virtual store at Gatwick airport (UK), to encourage shoppers to order food online as they return home. • How does it work? • Four large touchscreens featuring a catalogue of 80 Tesco’s most popular products have been placed in Gatwick’s North Terminal. • Consumers can order Tesco groceries via the retailer's new interactive virtual store, which can then be freshly delivered to their homes on their return. • Who else is doing it? • Lidl are also targeting holidaymakers in Sweden, handing out bags of private label groceries at the airport to drive brand awareness and connect with shoppers. Source: IGD Research, Tesco

14. Taking the hassle out of back to school Make life easy for parents by making the annual back to school stock up as simple as possible • What is the development? • Walmart in the US has developed a digitised back to school supplies list, customisable for individual schools and classes – ‘Classrooms by Walmart’. • How does it work? • Teachers can upload supply lists specific to their class or school, choosing items from Walmart’s online catalogue and share them with parents. • Shoppers can then search for their local school and child’s class to create a shopping list to order online or download and print to shop in store. • Who else is doing it? • We have noticed back to school campaigns have launched earlier this year in a bid to win shoppers. Carrefour and Leclerc in France have also been promoting made-to-measure school supplies lists. Source: IGD Research, Walmart

15. Bring a sales event to life with characters Use a popular character to create a host of activity that links the online world with the store experience • What is the development? • A collaboration between FamilyMart convenience stores in Japan and popular anime MikuHatsune has created a promotional event ‘Miku Loves FamiMa’. • How does it work? • FamilyMart is running a comprehensive advertising campaign, with a Miku TV advert and stores dressed with themed graphics. • If they spend 500 yen in store, shoppers can enter a lottery to win prizes including figurines of Miku wearing the FamilyMart staff uniform! • Miku merchandise is also available to buy in stores. • Who else is doing it? • Earlier this year, drinks company Southern Comfort created its own fictional character, music legend ‘Baron Jazz’ as part of a social media campaign. Source: IGD Research, FamilyMart

16. Create an event that fits your brand’s personality Create an event linked to your brand’s roots to communicate what it stands for and immerse your brand in all areas of consumers’ lives, not just at the point of purchase. • What is the development? • PeroniNastroAzzurro is creating its own opera, as part of its strategy to focus marketing on its “quintessentially Italian” heritage. • How does it work? • The open-air opera, which includes audio-visual technology, will tour the UK later this year, and celebrates Italian style, giving a “contemporary twist to traditional Italian opera”. • The event is supported by a digital advertising campaign, and offers an “immersive cultural experience” for consumers. • Who else is doing it? • Birds Eye have co-partnered with Nickleodeon in the US to launch an interactive cooking contest event to inspire kids to eat vegetables – ‘GenVeg’. Source: IGD Research, Peroni

17. Key themes from our recent innovation tracking

18. Did you miss…? IGD store of the quarter, Q3 2012 AH to go (Netherlands) – new format store focused on food-for-now. Integration of new technologies, social media, value, freshness and health are all key points of difference versus the competitors. The multi-temperature food-to-go unit by the main door is supported with a digital screen that showcases meal deals. Value orientated meal deals are rotated three times a day, with in-store music and lighting also flexed to match shoppers moods. One of the store’s unique differentiators is how it integrates social and mobile initiatives into the offer. A local Facebook page engages the core office worker catchment through offers and other initiatives. Self-scan checkouts are positioned in the centre of the store. Albert Heijn has partnered with Rabobank to offer shoppers a pre-pay tag that sticks on the back of their phones, enabling one-touch payment. Find more winning in-store tactics in our Retail Excellence presentation Source: IGD Research

19. Next steps 1 Read up on tactics to win in-store >> See our Retail Excellence Q3 presentation here 2 • Check out the innovation in grocery apps • >> See our top 10 apps to watch for 2012 here Presentation author: Abigail LawrenceBusiness Analyst abigail.lawrence@igd.com • Use an image from our latest store photos • >> Choose from 100K+ in-store photoshere 3 Need something else? Email askIGD.com or call +44 (0) 1923 851988