Cross-channel campaign for launch of PiCK UP! minis
Digital integration is today an essential part of any POS campaign and a crucial piece of the puzzle in the customer journey. The buzzword word is 'Phygital'. A combination of the words 'physical' and 'digital', it describes the convergence of the offline and online world. But what kind of cross-channel concepts really work in retail and why?
Bahlsen’s campaign for the launch of PiCK UP! minis is an excellent example. The mini versions of the popular PiCK UP! bars have been creating a buzz at the POS, engaging shoppers in a fun and unexpected way. Once inside the store, shoppers just need to install the PiCK UP! live app on their smartphones and point it at the totem standee in the store, one of the visual merchandising elements of the launch campaign. The PiCK UP! bar transforms into a virtual character that the shopper can take a selfie with and share on social media. This way the target group shoppers are spreading the word themselves, driven by their positive brand experience – fun, authentic and anything but boring. That’s PiCK UP! minis for you. In addition to the totem standee, a giant PiCK UP! pack builds shopper awareness about this 'Meet & Greet' campaign with integrated Augmented Reality. Designed and produced by STI Group, the giant pack is suspended from an archway over the display pallet and is complemented by further corrugated board standees, which help to bring the characters to life.
The Target Group sets the Tone
However, fun campaigns such as these don’t work for all products and for all target groups," explains Frank Rehme. The brand leads the campaign orchestra, but the target group sets the tone", says Frank Rehme, POS evangelist and former Director of the Metro Group Future Store Initiative, offering a vivid analogy for the challenge of a successful digital POS campaign.
Even the way in which information is delivered to the customer may vary. "Everything centers around the smartphone. But for this the shopper needs to install the relevant brand or shopping app and that only works if the app offers real added value. Once the brand or the retailer manages to do this, the digital offer can be customised for different target groups", explains Frank Rehme. "Exclusive bargains for bargain hunters, recipe ideas for amateur chefs or that free extra pack of packet soup for coupon hunters, for instance. The relevant information can be conveyed to shoppers using beacons that connect with smartphones via a bluetooth interface."
How are the beacons placed on shelves?
The content for beacons needs to be constantly updated. This is more easily said than done. "No retailer wants to burden his store staff with the additional task of managing beacons", explains Claudia Rivinius, Marketing Director at STI Group. One solution is to integrate beacons in display pallets – something CHEP will offer in the future. "If the beacon is fixed to the pallet instead of the shelf, it will follow the same route taken by the CHEP pallet in the return and reuse system. This would make it possible for manufacturers and retailers to implement interactive cross-channel promotions without using up additional organisational resources."
We have the Technology – what we need now is good ideas
"The 'how' is clear – smartphones, apps, social media and beacons make it possible to reel in the digital shopper at the POS. But at the end of the day, only original ideas and convincing arguments will win over the shopper and boost sales in stores. And that is the real challenge of a digitally integrated POS. The crucial question continues to be: How do I convince the shopper to choose my product? Which is why good shopper marketing with sophisticated integration of digital media is now more important than ever", Rehme concludes.