MISSING SOMETHING?

We all know on-pack promotions are a good way to add value and attract new shoppers. It's pretty much all we ever bang on about at Cat Among The Pigeons!

Walk the aisles in Tesco or ASDA and you’ll see dozens every month across numerous categories. From cereals and soft drinks to chilled ready meals or desserts. They help FMCG brands stand out in very competitive categories and can drive big sales uplifts.

But one of the benefits you may have overlooked is the vast amount of shopper data you get.

Running a promotion featuring an online entry microsite means shoppers happily part with name, postcode, email, mobile and more when entering. All in pursuit of winning a big prize or claiming an offer. They will answer brand insight surveys. Upload till receipts showing supermarket used, brands bought and wider basket spend.

It’s critical to get the value exchange right however. The more shopper data you want, the more reward must be available.

FMCG promotions run across millions of packs. This means food and drink brands end up with a sizeable shopper database of entrants from just a single promotion. 10,000. 50,000, even 100,000 is feasible.

These are shoppers who just bought your brand. Shoppers who are engaged. Shoppers who like promotional offers. They represent a terrific opportunity to build further loyalty. Grow brand sales. Send e-newsletters. Share seasonal content. Recipe ideas. Money-saving coupons. Even product samples.

Ensuring the necessary marketing opt ins are in place from the start is critical. At Cat Among The Pigeons, we’ve found up to half of all entrants are happy to receive further direct communications from the promoter.

With many FMCG brands facing tougher marketing and display restrictions, could your next on-pack promotion be the start of an exciting (and HFSS regs compliant) shopper channel offering great D2C potential?