Add a coupon to your campaign and you’ll boost sales significantly. Add a digital activity as well, and sales rise even further. That’s what a study by Retail Academics shows, and the figures speak for themselves. Because it’s when you meet customers across every channel that things really start to happen!
Being where the customer is and being visible “everywhere” is crucial to the outcome of a campaign. With coupons at the shelf edge, you break the shopper’s autopilot and increase sales – several earlier studies have shown this. Now a new study shows that if you also add a digital activity to your in-store campaign, with QR codes on POS material, you can maximise sales even further.
“It’s about reaching shoppers on every platform where they are: online, in store, out and about, and on social media. The digital coupon drives the shopper to the physical store and secures the purchase there. That’s what we call phygital marketing,” says Cecilia Tellhed Johansson, Key Account Manager at Clearon and an expert in 360 campaign solutions.
In the study, which Clearon carried out together with Retail Academics and Skånemejerier’s brand Galbani, several different campaign solutions were tested. In store, these included coupons and POS material with a QR code that shoppers could interact with, on shelf wobblers, shelf strips, floor stickers and sound showers, for example. The digital campaign was shown on screens in store and in a competition and sampling activity on social media. The result was clear – when a digital activity was added to the campaign, sales increased by 16% compared with having only a traditional paper coupon in store. Overall, sales rose by 24% with the 360 solution, which included both physical and digital elements.
“The paper coupon gives a good baseline effect in the campaign and acts as a shelf talker that increases sales – we’ve seen that before. But when you also add a digital activity with a QR code on POS material, you create an in-store experience that shoppers, sales teams and store staff all appreciate, and which also results in a marked increase in sales. For example, we saw in the study that eight out of ten shoppers appreciate 360 campaigns and were inspired to buy more products from the range,” says Cecilia Tellhed Johansson.
In a 360 campaign, a marketing and in-store activity is tailored together with Clearon. Both the digital and the physical coupon play a leading role, and other sales promotion tools, such as competitions, quizzes and the like, are added on top.
“Clearon is the end-to-end supplier and takes care of everything from A to Z. All these activities, across different channels, get shoppers engaged and bring them into the store, which increases sales,” says Cecilia Tellhed Johansson, adding: “For stores, there are several benefits, not least that we drive up the average basket value. A phygital campaign also builds relationships. Customers in our study said they found shopping more fun when they could enter competitions or engage with brands in other ways.”
With Clearon’s Engage service, the possibilities are almost endless for creating this kind of 360 campaign, combining both in-store and digital presence.
Would you like more valuable insights into how to create more effective campaigns? Did you know that Clearon has a large knowledge bank, full of insights that give a deeper understanding of sales promotion in general and coupon campaigns in particular?
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