CHICAGO — Sharing knowledge and objectives is key to a successful retailer-manufacturer collaboration, Jocelyn Wong, chief marketing officer, Family Dollar, said in a session yesterday at the Shopper Marketing Expo.
Using a “knowledge mapping” tactic, Family Dollar and Coca-Cola shared goals and consumers insights to determine the best ways to reach the Family Dollar shopper.
Both shared info on the lower-income customers. Family Dollar also detailed its business model to Coca-Cola. Yes, value and convenience are critical. But forming an emotional connection with consumers is just as important.
“Our goal is giving her more for less so that she can say ‘yes’ more often,” she said.
Indeed, sharing objectives lead to shared success, added Alison Lewis, Coca-Cola’s senior vice president, marketing.
“Collaboration has to be foundational,” she said.
Part of the collaboration focused on digital marketing. Family Dollar knew its shoppers are digitally savvy, but sought more information as to what degree.
Family Dollar and Coca-Cola conducted a joint study to analyze the touch points that would provide the greatest ability to influence and drive purchase.
Read more: Coca-Cola Ties Pricing to Temperature
This led to a co-branded “Say Yes to Happiness” in-store promotion designed to help Family Dollar shoppers share more moments of family happiness, and position Family Dollar as a destination for Coca-Cola and national brand snacks.
Shoppers who purchased a single-serve Coke and box of Nabisco Ritz or bag of Chips Ahoy! cookies for $3.75 were rewarded with My Coke Rewards.
Both traditional and new media was used, including circular ads, bus shelter ads, Twitter, Facebook, blogger posts, receipt messages and texts.
Click here for more coverage of the 2013 Shopper Marketing Expo
A custom in-store display featured the participating products and the price point.
“We wanted to make it easy for the core shopper to come in grab a Coke and a snack,” Lewis said.
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