A relevant approach

FMCG brands know the benefit of using promotional techniques in their campaigns, not least as each of the retailers continues to try and sort out its own unique stance and positioning in a shopper’s life and basket. And for a brand it’s not just all about price: IGD consistently show how consumers are considering price as a really important factor but not the only factor. Or, as one of our clients recently put it,

"We are experiencing a national challenge of driving repeat purchase of our brands when they are not on promotion or a deal. How to create value at shelf?"

Increasingly it’s relevance – to an individual consumer or group of consumers – that’s going to count. Relevance? What your consumers want and not necessarily what you want to offer them. And if you take that approach then relevance will deliver results for a brand, specifically in terms of stand out and differentiation.

So brands use mechanics and content to drive differentiation – and sales. For example they may use an instant win, or a prize draw, or a short-term collector scheme, or even an ongoing loyalty scheme. Or a charity donation. Or any combination of the above. And to do this really effectively, to measure the results, and deliver relevance, each activation needs to link to the actual purchase of a product. This way you get actual consumer data – not an anonymous, aggregated group of people who live in an area. Actual hard consumer records that a brand then owns. Know who your consumers are, know what they like to buy, how often and what they respond to, and then incentivise them – with what they’d actually like from a brand.

"Relevance? What your consumers want and not necessarily what you want to offer them."

But how to do this? Well, unique codes are one of the current best proofs of purchase out there, whether they’re alphanumeric, non-sequential, truly unique or whether they’re 2D variable scannable codes, such as Heineken use.

Unique scannable 2D code on Heineken packaging

Why unique codes? Simple: they tell you exactly who, what, which, where and when. And how often. And why. Which means you start building relevance. And you drive differentiation. And start reducing reliance on pricing only to appeal to consumers yet drive frequency of purchase. Some of the brands out there starting to use them regularly for just this purpose include, for example The Sun, Kettle Chips and Kenco.

Lots of brands understand they need to use unique codes. There are some key requisites for running code-based activities, ranging from getting the codes on pack in the first place, ensuring code validation is robust and secure, through to having a system that’s suitably robust and secure enough to minimise fraud, deal with scale and deliver results and using tried and tested expertise and insight. Which is where the Hive platform comes in. Hive developed a unique code solution many years ago: it was designed to execute very best practise against proof of purchase, and also be able to handle scale. In fact in 2014 the Hive platform validated 1 code every 3 seconds, and from 2.6million individuals. It was designed to cope with significantly more than the 2billion codes that Hive enables every year. We know that brands get the benefits of collecting data, and using actual consumer data. There may be other, similar solutions out there and the IPM is currently getting them all in the one place: the Hive one, however, gives you best-practise, all the benefits of unique-code activated campaigns and resulting relevance.

To find out how Hive can help you, contact us.