Consumer Packaged Goods companies are constantly searching for smarter ways to engage consumers, influence a purchase, and keep consumers invested in their brand. For brands and retailers, more success can be found by building an effective omni-channel, mobile-first shopping experience. Consumer expectations and behaviors are ever changing and the majority are now turning to their mobile devices to consult online reviews, research products, get recommendations and comparison shop.
How do brands maintain and increase sales in the vast and clustered online crowd? The key is to establish and maintain a direct connection with the consumer through his or her shopping journey, the experience of a shopper before a purchase through to post purchase behaviors. Product packaging leads as the best connection between consumer, product and post purchase behavior. Analytics rising from the consumers shopping experience allows brands and retailers to evaluate and adjust their product, marketing and purchasing audience.
In September 2019, launched the largest on-pack Intelligent Packaging program for Kraft Heinz. TPG’s “Intelligent Packaging Platform” TAP created a true ‘one-of-a-kind innovative solution, it triggers different engaging content depending on whether the product is brick and mortar or online. TPG’s TAP technology was built to track collateral compliance, and now has developed into consumer shopping experience and engagement as in the Kraft Heinz, Kraft Singles case. Rather than utilizing a QR code printed on the packaging a shopper could simply hold their smartphone next to the product and a mobile page to enter an interactive Scratch-and- Win contest is immediately activated. To collect consumer data the page also obtains personal information like name, location and email from the consumer’s mobile device which enters the shopper into the contest and gives the brand essential detail of who their consumers are.
Kraft was struggling against healthier brands and changing consumer tastes which made a change to in-store marketing a dire need. In the Kraft Heinz case, the objective was to increase in-store sales, gain intel on consumers and create brand excitement through a reward system that created an “at-home” or mobile experience. This was achieved through smartphone Scratch-and-Win savings offer on participating Kraft Cheese packages. Utilizing the fact that smartphones an everyday essential and online coupon use is increasing TPG took advantage of that knowledge and linked accessories to reach shoppers proving that packaging can be transformed into an interactive mobile experience with high return of interest!
TPG Rewards helped to provided a true 1:1 consumer connection with Kraft Heinz from start to finish. Their project planning, production design, Key Performance Indicators tools and sweepstakes administration gave essential insights to KH customers and drove sales! On top of that, it brought in a digital experience to their products and created an increase of brand trust.
The TAP Mobile Engagement platform and TPGs reward solutions make it easier and practical for brands and retailers to understand usage patterns; pre-purchase as well as post-purchase customer behavior, in a way they never could before providing context for each connection. Understanding these core interactions is essential to growth and longevity.
TPG is unique in it’s industry and has grown tremendously through innovation of exemplary promotional platforms that help large brands and major retailers like Walmart reduce resistance to purchase. As problem solvers and boundary pushers they bridge the gap between brands and consumers by way of enriched shopping experiences and powerful analytics. Their 360 specialties range from marketing analysis on sales drive to pro gram execution, exceptional customer service and legal compliance ensures a scope of specialties and security to carry out big name projects.
TPG, also utilizes the Near Field Communication (NFC) chip which allows phones, tablets and other devices to easily share data with other NFC- equipped devices, a connection in the Kraft Heinz/Kraft Singles project. In large NFC is used as a secure payment alternative such as Apple Pay or Samsung Pay, but it is also used for minor transfers like video and photo sharing. The limit to sharing information is a distance of four inches, users must be in very close proximity to prompt and communicate.
Today, TPG’s TAP and the utilization of NFC Technology is known as the most intensive, insightful and successful marketing platform in the world.
MSgraphics, Inc and TPG work together to combine TAP utilization of TAP technology and MSGI’s creative, print and production capabilities to bring innovative programs to their client’s products and services. Providing services for not only in-store POP but through direct mail programs. Interested in TAP technology for your organization/product, call us today to learn more of how MSgraphics, Inc. can help! Vickie Tilley at (501) 278-0757.