download the PDF version - Strategy
download the PDF version - Strategy
download the PDF version - Strategy
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
GOLD IN-STORE ENGAGEMENT<br />
Keurig brews a sample solution<br />
Research conducted by agency SVM for<br />
Green Mountain Coffee Roasters (GMCR)<br />
Canada and its Keurig brewing system<br />
found that consumers saw <strong>the</strong> machine as<br />
fast and easy. However, <strong>the</strong>y did not see<br />
it as a better-quality, high-value option or<br />
believe that <strong>the</strong> single-serve coffee was<br />
fresh, had a superior taste or better aroma<br />
than traditional brewers.<br />
To counter this, SVM developed a new<br />
self-serve Keurig sampling unit with K-Cup<br />
packs to be used in <strong>the</strong> deli section of<br />
supermarkets. Two different size units were<br />
created to accommodate different kinds<br />
of retailers, and included instructions to<br />
educate shoppers about <strong>the</strong> product and<br />
how to use <strong>the</strong> single-serve system.<br />
The unit allowed shoppers to sample a<br />
variety of coffees, and it generated traffic<br />
and buzz for <strong>the</strong> product. The year after a<br />
pilot project, <strong>the</strong> brand installed a sampling<br />
prototype in Sobeys stores.<br />
Research showed that 98% of shoppers<br />
liked <strong>the</strong> Keurig self-serve concept in <strong>the</strong>ir<br />
store’s coffee section and preferred <strong>the</strong><br />
layout and process over supermarkets’<br />
traditional coffee service. Freshness (60%),<br />
coffee selection (53%) and convenience<br />
were <strong>the</strong> key benefits mentioned.<br />
For retailers, <strong>the</strong> addition of an eyecatching<br />
brewing system in <strong>the</strong>ir coffee<br />
section enhanced <strong>the</strong> shopping experience<br />
and created opportunities to attract new<br />
customers. And GMCR Canada benefited<br />
from <strong>the</strong> value-added visibility outside <strong>the</strong><br />
regular coffee aisles in retail locations.<br />
Credits: Client GMCR Canada; Agency SVM; Director trade marketing Martin Rivard; Account director Elfi Morin; Account manager Virginie Lacroix<br />
BRONZE IN-STORE ENGAGEMENT<br />
ComQi issues a Passport<br />
for digital play<br />
ComQi’s Passport was created to bridge <strong>the</strong><br />
virtual and physical retail environments by<br />
allowing consumers to interact with content<br />
and messaging on digital screens using<br />
<strong>the</strong>ir smartphone. Content on <strong>the</strong> screen is<br />
paired with a unique QR code, which users<br />
can scan to access product information,<br />
coupons, loyalty programs and interactive<br />
gaming. It can also incorporate social<br />
media sites, including Facebook, Twitter<br />
and Foursquare, so that consumers can<br />
share <strong>the</strong>ir experiences with friends.<br />
Consumers have access to way-finding<br />
information, “what’s on” listings and<br />
specific offers, with some companies<br />
also integrating queue management,<br />
reservations and ticket purchasing<br />
systems. The Passport differentiates itself<br />
from o<strong>the</strong>r mobile-focused applications<br />
in that it uses HTML5 technology to allow<br />
rich web-based apps to run on any device,<br />
<strong>the</strong>refore consumers never need to install<br />
an application on <strong>the</strong>ir phone.<br />
Credits: Company ComQi; CEO Ajay Chowdhury; CTO Max Stevens-Guille; President, North America Stuart Armstrong<br />
34 www.strategyonline.ca