Saturday 3 December 2016

Checking out what our consumers really want

Michael Cullen

Published 25/06/2015 | 02:30

A Reep Rewards TV ad
A Reep Rewards TV ad

Trying to influence shoppers as they push their trolleys through supermarket aisles is a constant ask of grocery marketers. WinWin rewards and incentives scheme founder James Lenehan reckons he may have come up with a form of in-store marketing which ticks all the grocery boxes and pays dividends for marketers and shoppers alike.

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Called Reep Rewards, Lenehan's smartphone app allows consumers to find special offers, complete surveys and earn cash back on brands by taking photos of till receipts.

With thousands of shopping baskets tracked daily, the Reep app is used by almost 80,000 shoppers to make savings on groceries. Lenehan says they receive about 7,000 till receipts a day.

By lifting data off receipts, Reep provides supermarkets and brands like Kelloggs, Heinz and Brennans Bread with valuable sales activation and buying insights. Lenehan first road tested the idea with various brands and used his WinWin set-up to build a mobile app and see if could fly. He got 30,000 shoppers on board in the first six months.

With finance raised from shareholders in Dublin and London, Reep signed up an 'angel' investor in Germany. Lenehan is chuffed to be the first in the FMCG market with such an offer as it means he's no direct competitors to worry about - for the time being at least.

Reep allows food brands and retailers run location-based promotions. In the early days, the focus was on brand loyalty, such as giving shoppers a 5c rebate on P&G brands. But Lenehan soon realised shoppers were in the market for more tactical cash rebates when buying Fairy washing up liquid or Pantene shampoo. Shoppers who sign up to Reep can check the app to find out what brands offer cash back.

While special offers was down the Reep list for shoppers at first, Lenehan was happy to do an about-turn and the same applied to how retailers saw after-sales insights. Working with UTV Ireland, Lenehan made a tongue-in-cheek video, main picture, explaining the app. A kitsch throwback to the 1980s heyday of supermarket ads, the viral has clocked up around 53,000 viewers on YouTube.

The Reep video takes viewers to a happier place with a reward in the tagline 'Save your money for the finer things in life'. It was ranked fourth on the Google Play list. Support ads have run at Luas stations in Dublin. Lenehan hopes Reep can reach 200,000 mobile users in the not too distant future.

* As the average ad agency employee is aged between 25 and 35, The Advertising Benevolent Society, aka TABS, is targeting younger folk in adland in its ongoing efforts to help families experiencing financial hardship and life-changing personal problems. TABS chairman Gerry Coleman was in talks with media and creative agencies over recent months.

About 10 agencies have agreed to come up with ideas for a new TABS drive, aimed at making the young adlanders more aware of the work the voluntary body does. Coleman says regardless how well the economy is doing, there's never any let-up on the demands made on TABS for support. Ads in the trade press will get under way in the autumn.

* Ulster Bank's recently-appointed director of customer experience and products, Maeve McMahon, is at the centre of the bank's first TV campaign, pictured left, in four years as it aims to improve its share of the mortgage market. Before joining Ulster Bank in March, McMahon spent almost nine years with GE Capital and was awarded the company's growth hero award in 2013.

She worked with American Express for over seven years. Created by Ogilvy with MediaVest handling buying, the €1.8m mortgage campaign also runs online and on outdoor. On the new business front, Chemistry has won Bord na Mona, previously with Owens DDB, while OMD retains the energy company's media.

* Ignite Research looked at news stories of most interest to Irish people in April and May. Finian Murphy's report assessed 15 news stories. The headliner was the Nepal earthquake, followed by the same-sex marriage referendum and the arrival of Irish Water bills.

Irish men were more likely to have followed the British general election coverage and the banking inquiry. Irish women were most absorbed by the marriage referendum and the tragic death of Cork student Karen Buckley.

The news story most popular with under 35s-was the much hyped Floyd Mayweather Jr-Manny Pacquiao fight in Las Vegas.

* A carnival atmosphere was created at the Publicis summer shindig. The top floor on Sir John Rogerson's Quay was enlivened by music and street theatre acts from the Jerry Fish Electric Sideshow. As well as circus entertainment, partygoers were treated to traditional fish 'n' chips, curries and German sausages.

With C&C as a recent client win, Bulmer's Cider and Clonmel Lager was on tap. The climax of the night was a lip sync battle. Pictured with Jerry Fish are Publicis account manager Etaoin Knight and office manager Julie Morone.

Michael Cullen is editor of Marketing.ie: cullen@marketing.ie

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