What are the best examples of shopper marketing campaigns that have successfully integrated sustainability?

由人工智能和领英社区提供技术支持

Shopper marketing is the art and science of influencing consumer behavior at the point of purchase. It involves understanding how shoppers think, feel, and act in different retail environments, and designing strategies and tactics to meet their needs and wants. One of the emerging trends in shopper marketing is sustainability, which refers to the environmental, social, and economic impact of a product or service. More and more consumers are looking for brands that align with their values and demonstrate responsibility and transparency. How can shopper marketers leverage sustainability to create engaging and effective campaigns that drive sales and loyalty? Here are some of the best examples of shopper marketing campaigns that have successfully integrated sustainability.

此文章中的业界达人

由社区从 5 条内容中精选。了解更多

Sebastian Villalobos Moltedo

Gerente General | Gerente Comercial | Country Manager | Consumo Masivo | B2B | Industrial | Crecimiento | Rentabilidad
Max Gross

Marketing Manager
Sandra Sánchez Alarcón

Strategist | Retail, Shopper Marketing & Insights Director | Category Leadership Director - CATMAN | Trade Marketing…

1 Use packaging as a medium

Packaging is a powerful tool for shopper marketing, as it can communicate the brand identity, the product benefits, and the value proposition. It can also be used to convey a sustainability message, by using eco-friendly materials, reducing waste, or adding functionality. For example, some brands have created edible, biodegradable, or reusable packaging that reduces the environmental footprint and enhances the customer experience. Other brands have used packaging to educate consumers about sustainability issues, such as carbon footprint, recycling, or social causes. Packaging can also be used to create interactive or gamified experiences that engage shoppers and reward them for choosing sustainable products.

添加您的观点

Sandra Sánchez Alarcón

Strategist | Retail, Shopper Marketing & Insights Director | Category Leadership Director - CATMAN | Trade Marketing | Storyteller | Professional Trainer and Certified Coach | Personal Branding
举报内容
Durante el Mundial de Fútbol, Francia 96, CPW (Ceral Partners Worldwide / Nestlé - General Mills) México, generó el primer empaque en cereal Corn Flakes con grandes atributos visuales: - En una cara (front panel) de la caja, se imprimió media cara de uno de los futbolistas más emblemáticos del momento: Luis García. Mientras que en la cara trasera (back panel) de la caja , se imprimía la otra mitad. Al juntar ambos lados en el anaquel, se lograba un efecto visual espectacular, además de que esto promovía que necesariamente se tuvieran que exhibir frentes de dos en dos para que se diera el efecto visual. Con esto, se ganaban frentes y se le daba visibilidad al empaque con la foto de una figura pública de la que mucha gente era fan.

已翻译

赞

2 Create in-store activations

In-store activations are shopper marketing tactics that aim to attract attention, generate interest, and stimulate action in the retail space. They can range from simple displays and signage to immersive installations and events. In-store activations can be used to showcase sustainability features, such as organic, fair trade, or locally sourced ingredients, or to highlight the positive impact of a purchase, such as planting a tree, donating to a charity, or supporting a community. In-store activations can also be used to create emotional connections with shoppers, by appealing to their senses, values, or aspirations. For example, some brands have created sensory zones, storytelling booths, or social media walls that invite shoppers to experience, share, or co-create sustainability stories.

添加您的观点

Sebastian Villalobos Moltedo

Gerente General | Gerente Comercial | Country Manager | Consumo Masivo | B2B | Industrial | Crecimiento | Rentabilidad
举报内容
So far, considering Shopper Marketing and the main target of conversion, the best actions I've seen are those store activations where you can take your old product for recycling purposes and get a considerable discount on the purchase of a new one. I've seen these actions being performed by different brands and categories, such Levis or Samsung

已翻译

赞
Sandra Sánchez Alarcón

Strategist | Retail, Shopper Marketing & Insights Director | Category Leadership Director - CATMAN | Trade Marketing | Storyteller | Professional Trainer and Certified Coach | Personal Branding
举报内容
A inicios de la década de los 2000s, en HEB México, se implementó una activación por parte de Armor All (Clorox Co, en aquel entonces), donde se fomentaba la limpieza y cuidado del automovil. La activación salió del piso de ventas, para instalarse en los estacionamientos de las tiendas. Con carpas y personal capacitado, en la compra de producto, el shopper tenía acceso a un autolavado. Esto generó, sin duda, una conexión emocional del producto (Armor All - Car Care) con sus beneficios y la satisfación de tener un automovil limpio por dentro y por fuera.

已翻译

赞

3 Leverage digital technology

Digital technology can enhance shopper marketing campaigns by providing more information, personalization, convenience, and interactivity. It can also be used to integrate sustainability into the shopper journey, by offering solutions, incentives, or feedback that encourage sustainable behavior. For example, some brands have used mobile apps, QR codes, or NFC tags to provide shoppers with product details, ratings, or reviews that highlight sustainability aspects, such as ingredients, sourcing, or certifications. Other brands have used digital coupons, loyalty programs, or gamification to reward shoppers for choosing sustainable products, or for taking actions, such as recycling, reusing, or reducing consumption. Digital technology can also be used to collect data and insights that can help shopper marketers optimize their sustainability campaigns and measure their impact.

添加您的观点

4 Partner with retailers and influencers

Shopper marketing campaigns can benefit from partnering with retailers and influencers who share the same sustainability vision and values. Retailers can provide access, visibility, and credibility to shopper marketers, by offering shelf space, merchandising, or promotion opportunities. Retailers can also collaborate with shopper marketers to create exclusive or co-branded products, bundles, or offers that appeal to sustainability-conscious shoppers. Influencers can help shopper marketers reach and engage their target audience, by endorsing, recommending, or reviewing sustainable products. Influencers can also act as advocates, educators, or storytellers who raise awareness and inspire action on sustainability issues.

添加您的观点

Max Gross

Marketing Manager
举报内容
Some retailers embrace sustainability with compelling marketing promotions. Enviromental shopping bag giveaway promotions are a winning combination. Shoppers spending $X or more will receive a complimentary sustainable shopping bag, encouraging environmentally conscious choices. Branded with the brand's logo, they serve as a symbol of shared values among the community. To amplify the impact, the brand can promote the initiative through social media, signage, and collaborations with local influencers, educating shoppers on the environmental benefits. Your retailer brand can attract environmentally conscious consumers and contribute to a more eco-friendly shopping culture. I've run this promotion in the past. It's a winner!

已翻译

赞
Sandra Sánchez Alarcón

Strategist | Retail, Shopper Marketing & Insights Director | Category Leadership Director - CATMAN | Trade Marketing | Storyteller | Professional Trainer and Certified Coach | Personal Branding
举报内容
Una buena alianza puede ser de un retailer con un influencer, que conecte con el segmento de shopper del retailer. Que, publicando en sus propias redes de influencer, pueda atraer shoppers a la cadena. En México, existe por ejemplo, "La Se?ora del Costco" en Instagram y TikTok, que anuncia nuevos productos y ofertas. Con esto, las se?oras responsables de las compras del hogar , se sienten identificadas y conectan con el formato de Costco.

已翻译

赞

5 Align with occasions and seasons

Shopper marketing campaigns can leverage occasions and seasons to create relevance and urgency for sustainable products. Occasions and seasons can influence shopper behavior, by affecting their needs, preferences, or motivations. Shopper marketers can tailor their sustainability messages and offers to match the occasion or season, by highlighting the benefits, advantages, or solutions that sustainable products can provide. For example, some brands have created sustainability-themed campaigns for occasions such as Earth Day, Valentine's Day, or Christmas, or for seasons such as spring, summer, or winter. These campaigns can appeal to shoppers' emotions, values, or goals, and create a sense of occasion or seasonality for sustainable products.

添加您的观点

Shopper Marketing

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

What are the best examples of shopper marketing campaigns that have successfully integrated sustainability?

1

2

3

4

5

1 Use packaging as a medium

2 Create in-store activations

3 Leverage digital technology

4 Partner with retailers and influencers

5 Align with occasions and seasons

Shopper Marketing

给文章评分

感谢您的反馈

更多Shopper Marketing相关文章

更多相关阅读内容