Unilever’s Magnum ice cream brand ran a program at Saks Fifth Avenue in Manhattan last summer where consumers could customize their own Magnum bars that were both Instagram-able and delicious.
Following the creation of the elite treat, participants headed to a digital kiosk where they took a visually engaging ice cream survey that informed the brand of shopper habits and consumer preferences in return for a coupon that could be used for the next purchase of Magnum.
This creative and highly integrated brand experience gave Magnum’s brand marketers new insights into shopper purchase habits and access to opt-in consumer data.
Both program examples represent new ways to reach and engage more intimately with shoppers at the right time and place — in store and in buying mode.
The opt-in data captured enables the marketers to track customer engagement and KPIs as well as access the name, location, purchase pattern and detailed demographic information of each consumer.
Based on the impulsivity of today’s shoppers, smart retailers will look to capitalize on reaching consumers in the places they go. By analyzing data that consumers provide while engaging with innovative digital experiences in-store, and aligning this with their CRM system, retailers gain the insights they need to be able to maintain an on-going dialogue with customers online or on premise.
The key here is to attract and to better understand the mindset of today’s spontaneous consumers and turn them into valuable customers.
Marci Weisler is chief commercial officer at Vengo.