How User-Generated Content Drives In-Store Sales for Grocery Chain
MarketingSherpa posted a very interesting case study that shows how Loblaws (a Canadian grocer) is using Web 2.0 / multi-channel marketing tactics. Specifically, they distribute ratings and reviews generated online through their membership club on their store shelves, in product
displays, on employee T-shirts and in ads in their monthly in-store
magazine.
Their goals, beyond expressing how much they value what their customers tell them, were finding a solution that would "meld online and offline without busting the budget", "enhance customer loyalty by becoming a more transparent part of the communities where their stores are located", and "leverage their private-label product line as much as possible."
The idea they decided to implement was deploying UGC (user generated content) in stores to create a unique brand experience. They collected reviews and ratings from their membership club (promoted via print and e-mail) and promoted highly rated products on-sale in their stores with the UGC. They even use the reviews for product & packaging development / re-development.
The results - thousands of club members have opted to allow their reviews to be used for in-store UGC marketing, their stores have flourished, their website has never been so busy, and they’re providing excellent content to their creative team. Also, products that are being rated and reviewed on the website are selling in the stores at a higher pace than products that aren't.
Many more details can be found on the MarketingSherpa site.
Posted by Universal Ad
Their goals, beyond expressing how much they value what their customers tell them, were finding a solution that would "meld online and offline without busting the budget", "enhance customer loyalty by becoming a more transparent part of the communities where their stores are located", and "leverage their private-label product line as much as possible."
The idea they decided to implement was deploying UGC (user generated content) in stores to create a unique brand experience. They collected reviews and ratings from their membership club (promoted via print and e-mail) and promoted highly rated products on-sale in their stores with the UGC. They even use the reviews for product & packaging development / re-development.
The results - thousands of club members have opted to allow their reviews to be used for in-store UGC marketing, their stores have flourished, their website has never been so busy, and they’re providing excellent content to their creative team. Also, products that are being rated and reviewed on the website are selling in the stores at a higher pace than products that aren't.
Many more details can be found on the MarketingSherpa site.
Posted by Universal Ad
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