«Makten flyttes fra forhandler til forbruker»
Experience Commerce

«Makten flyttes fra forhandler til forbruker»

torsdag 18. mai 2017

Katrina Dodd fra Contagious deler innsikt og inspirerende casebeskrivelser fra noen av de beste aktørene innen mat- og drikkevareindustrien. 

Katrina Dodd er seniorkonsulent i det ledende kreative konsulentselskapet Contagious, og foredragsholder på Creuna-serminaret Commerce AHEAD. Dette er et utdrag fra hennes presentasjon.

«Times truly are a changin’ in most industries and the Food & Beverage is no exception. But change isn’t always bad and scary. At the Commerce AHEAD conference Katrina Dodd will show some examples of creative marketing that have made an impact. She’s even agreed to share these three examples of excellent emotional marketing, clever customer experience and tremendous use of technology.

Making a commodity personal

Australian canned goods company SPC was facing difficulties after foreign canned food brands with contaminated food had raised concerns around provenance and trust across the entire market. In response, SPC launched a campaign that focused on the local Aussie farmers who produced the food.

Pictures of the families, whose farms had produced the food inside the can, were printed on the label, and every farmer family got an online video telling the story of their connection to the land as well. The hashtag #myfamilycan was used on additional social media content: it was even possible for consumers who interacted with the content online to get a tree dedicated to them in the farmer’s orchard.

«The simple idea of finding a way to tell an authentic, personal story behind a very commodified product resonated well with Australians and was a huge success. SPC experienced a 17 % increase in sales and had over a million engagements online», says Katrina Dodd.

Freshly squeezed customer experience

Intermarché, a French chain of supermarkets with close ties to farmers and suppliers, worked with their agency Marcel to come up with a brilliant customer experience to drive footfall amongst urban millennial shoppers and differentiate from their competitors. 225.000 litres of orange juice is sold every day in Europe, and Intermarché developed its own brand of freshly squeezed orange juice – setting up a production line in-store to minimize the time it took to get the juice onto the shelf. The ‘brand name’ on the label is the exact time the juice was squeezed, so it actually changes every minute.

«The campaign drives the idea that the freshest products can be found at Intermarché. During the course of running that promotion in store traffic went up 25% and fruit and vegetable sales also went up 30%. According to agency figures, the campaign had 50 million media impacts on the first day alone», Katrina Dodd explains.

A dash of empathy

A very interesting way of engaging with the consumers was made by British brewery Carling. It has many similarities with the Amazon Dash but differs on some key issues. The Dash button is a small device you can place around the house as a reminder to replenish products you often use. When pressed it adds the product to shopping list. The smart thing, of course, is that the button moves the purchase decision away from the store or retail environment - and removes all other competing brands and promotions in the process.

Carling is a mass market lager that often competes on price. To help their brand ensure visibility beyond the supermarket aisle and the online shopping process, Carling recently developed a button similar to the Dash button which they gave away with cases of Carling. Firstly giving customers an incentive to buy Carlings – to get the free button – and secondly increasing their chance of being top of mind for future purchases by being conveniently placed on the refrigerator of thirsty consumers.

«Another remarkable thing about Carling’s button is that the customer can set it up for their favourite supermarket. They don’t have to lock themselves into one retailer’s ecosystem as the Dash button does. Carling allows their retail partners to hold on to – and consolidate – the existing relationships they have with their customers, which, I believe, feels like a healthier form of retail than we see with Amazon,» Katrina Dodd remarks.