digital divas: using receipt processing to get real roi on shopper marketing efforts aimed at women
DESCRIPTION
At the recent Shopper Marketing Expo in Minneapolis, Snipp COO John Fauller talked about how to integrate mobile tools and technologies into the path-to-purchase to reach the “Digital Divas". Snipp's receipt processing solution allows brands to create unique purchase-based promotions targeted at women. This slideshow includes data, statistics, examples of campaigns and how to leverage new ways of increasing social activation and drive purchase with receipt validation for rewards.TRANSCRIPT
DIGITAL DIVASTheir Path to Purchase Journey and
Mobile Receipt Validation
“Receipt Validation is the most efficient way to tie cross channel advertising and promotion dollars to actual online and offline purchases”
—EVP, Leading Shopper Marketing Agency
“Forget China, India and the Internet: economic growth is driven by women.”
— The Economist
Women Rule (offline and online)
Source: Business Intelligence, comScore, SeeWhy, Women’s Marketing Initiative, Marketing Zeus
22% shop online at least once a day
$7 trillion
in spendingContribute
58% of all online spendAccount for
of the household budgetControl80-85%
Women are Value Conscious Shoppers
She is more likely to…
…buy items on sale
71% vs. 57% for men
…use coupons
34% vs. 26% for men
…belong to deal sites
62% of Groupon members are female
Source: Payment Sense
She Uses Mobile (and Social) To Help Her Shop Offline
Source: comScore, Millenial Media, Payment Sense, Lippe Taylor
70% use their phones at some point during the shopping process
55%are more likely to buy from brands they interacted with on social media
2x Twice as likely as men to share purchase activities on social media
41% researched product details on their phones
But We Still Have The Same Problem…
The problem for many advertisers is that the vast majority of consumer purchases take place offline…so the question becomes: "If I buy advertising on Facebook, how do I know that someone bought a can of beans in the supermarket because of it?”
- Business Insider
Purchase Based Promotions Close The Loop
Awareness Consideration
Purchase Loyalty
A Quick Primer On How Purchase Based Promotions Work
Real Data From Real Programs
81% of registered participants are women across all programs
48% of all programs had over 50% of the basket total toward qualifying products
70% Opt-in percentage among women
40% Use MMS when given as an option
Retailers represented170+
Rethink ALL Your Promotion Tactics with Purchase Data
Marketers can now tie their awareness tactics across online and traditional media to actual purchases – and leverage that data to optimize spend, increase consideration, encourage loyalty and much more!
1. Customer Activation
Which channels drove maximum purchase?
Which channels were most cost-effective?
What program structures encourage the most participation?
1. Customer Activation — Insights
Source tracking allows you to optimize your awareness spend
Incorporating social media as an amplifier
Trial sizes, incentives, awareness, co-marketing, reward structure all have an impact on participation and re-engagement.
2. Purchase Validation
Which of my products were purchased?
At which retailers were the purchases made?
How much did customers spend?
What other products were purchased?
Who purchased? Can I continue the conversation with
her?
2. Purchase Validation — Insights
Optimize trade promotion budgets and programs for the retailers that give you the best results
Consider co-promotion activities
Promotions need not be only offline, online works too
Promotions do not end at purchase
3. Incentive Optimization
What kinds of incentives work best?
To what extent do incentives drive purchases?
How can I structure my incentives to best meet my
program goals?
What was the ROI on the promotion?
3. Incentive Optimization — Insights
You can optimize your incentives to drive specific behavior
High value rewards are effective at driving people to store (but value doesn’t necessarily mean most expensive)
Sweepstakes and co-branded promos encourage sampling and trial
Structure your incentives so you only pay for what you use (i.e. tied to purchase)
Receipt Programs Offer a Wealth of Benefits
ROI +ive programseasy to setupdeep insights
omni-channel
tiered programs
retailer agnostic
custom brandedretargeting
no POS integration source trackingeasily integrated
cost-effective
loyalty
cross-brand promotions
configurableeasy to use
real purchase data
sophisticated incentive structures
simple pricing structures
THANK YOU!!