Shoppers are ready to open their wallets, but with stiff competition and alternatives around, you need to give them that final nudge to bring them to your side.
Here’s the proven 6-Step formula to make that happen.
The first step to an effective FMCG Spend Win Campaign is to create a plan.
Step 1: Create a Spend & Win Marketing Campaign Plan
A solid plan ensures you have the essential ingredients to ensure your Spend & Win Campaign will yield a 5x ROI.
Ensure that you have the following in the plan:
- Campaign Name: It must be catchy and attractive to your shoppers.
Target Spend Total: How much do you want to generate from this campaign? Having a specific figure can help clarify if your campaign was successful or not when you audit the campaign at the end.
Success criteria: How will you decide this campaign will be a success? What are your parameters aside from the target spend total?
Duration: This sets the urgency for shoppers. The shorter the duration, the more they’ll be incentivized to spend. Normally, you would set the duration during a festive season like Christmas. So, a few weeks to one month would be good for a Spend & Win Campaign.
Amount Spent to Qualify: You need to figure out the optimal minimum spend to get a chance for a reward. Ultimately, this would depend on the products you sell and the ones you intend to promote highly during the campaign period. Generally, the lower the better, so that more shoppers will be inclined to join, especially now that it’s high inflation and there is much economic uncertainty.
Step 2: Determine Prizes and Mechanism
The next step is figuring out the prizes and how the entire process works.
Choose prizes that are exciting and enticing to your shoppers.
Most of your prizes should be something that your shoppers want. Go through your product list and see which ones are bestsellers. Select from there.
Mix it up a bit with some new products you’re launching so that they get to try it as well.
Include a few products that are on the decline to clear stock.
The next step is how to set the mechanism.
How will you verify the purchase of your shopper?
It’s 2023 so you shouldn’t be doing manual verification of receipts anymore.
It’s tedious, and a waste of time for your personnel.
Enter Smart Receipts, a revolutionary product designed for FMCG brands like you.
This technology allows you to automatically verify your shoppers’ receipts without the need for any POS integration and or QR codes.
Shoppers can simply upload their receipts through SKALE’s WhatsApp Chatbot or other alternative messaging platforms, and it will automatically read and record the purchase data and connect that to every individual shopper.
After uploading the receipt, the system will verify the rewards based on the parameters you set earlier. The bigger the spending, the bigger the reward.
Combining smart rewards and real-time receipt scanning at almost perfect accuracy is an effective strategy to get more in-store shoppers, drive repeat visits, and enhance the in-store shopping experience.
This allows you to create an accurate customer profile for each of your shoppers and gives you the opportunity to reach out to them directly for future marketing campaigns.
From transactional data to customer details, you’ll get crucial data points that would allow you to personalize future communications and enable your loyalty marketing campaigns.
Step 3: Select an Exciting Game to Engage your Shoppers
People love games and this engagement factor will naturally increase the likeability of your brand which will help in turning them into loyal customers.
Once the shopper uploaded their receipt, they can spin the wheel to determine the prize.
Another game to consider is the digital scratch card.
After uploading the receipt, they get the opportunity to scratch and win!
And they get the same dopamine rush of winning.
These games can be customized to your brand and integrated easily with your website, or if you have an existing app already, we can work with that.
This is the ultimate habit-building tool for your new shoppers.
For this one, your shoppers can complete the stamp card and get themselves a cool prize once that happens.
So, this means they will have to make several purchases to get the necessary stamps to finish it. So, the best would be to lower the amount spent requirement for this so that it won’t be hard for them to complete it.
Tip: give them two stamps ahead so that they have the first momentum to complete it.
In all these games, you collect precious first-part customer data like name, cellphone, and email so that you can easily re-engage them directly with future marketing offers.
The battle right now is all about personalization.
If you’re able to personalize, shoppers will easily gravitate to your brand because they explicitly want that personalized shopping experience.
Step 4: Create a Logistics Plan
Make sure you do a test run.
Do some practice transactions and see if there are any hiccups in the system so that you can do final tweaks to ensure a smooth experience.
How will your shoppers get the prizes? Make sure you coordinate and train your ground staff well so that the campaign will go smoothly and there will be no confusion.
Remove friction points so that your shoppers will have an enjoyable experience spending and getting their rewards.
The last thing you want is to promote a spend- and-win campaign well but have a terrible user experience.
That experience will stick in your shoppers’ minds!
Step 5: Launch
Once you are satisfied with your test run, it’s time to promote your campaign.
You need to go digital and offline with this.
Do social media ads, leverage relevant influencers, and use typical marketing tools like posters, billboards, and even TV ads if your budget allows.
Prepare ahead and let people know that you have an upcoming campaign so that they can get their wallets ready.
Launch during festive seasons so that people will be in the mindset to enjoy and spend.
Step 6: Monitor and Assess
It’s important to check that you’re on track in the campaign.
Observe both the statistics and on the ground.
The remarkable thing with the SKALE platform is that you can watch your FMCG spend and win campaign in real-time.
You’ll see the names, contact details, and purchases of your shoppers.
Building this customer database is priceless.
You can now go directly to them.
The SKALE Pixel tracks all actions taken on your website, and in-store (e.g., Store Check-in, Add to Cart Online, and Purchase In-Store/Online).
You will have better clarity in what they like.
You can now recommend targeted promotions to them that will have a high success rate.
You can now inform them of your new product launches. You can now remind them to visit your store through personalized discounts.
The Next Step
Now that you have read SKALE’s 6-Step Formula for Effective FMCG Spend & Win Campaigns, it’s time to schedule a meeting with the SKALE Team to plan and execute your FMCG Spend & Win Campaign for Quarter 4!
Deployment for your Spend & Win Campaign can be as quick as two weeks and even less in most cases.
We’ll be with you every step of the way to ensure your spend and win campaign gets 5x ROI.