Commerce & Shopper: Omni-Channel Shopper Solution

In-store, online, customer service, loyalty programs, mobile apps, delivery services, social media, aisle disruption… Winners and finalists in this category represent the best examples of manufacturers and retailers committed to providing effective omni-channel commerce and shopper programs.

2021 SILVER

Ariel & Tide E-direct

eDirect introduced a new business model in the saturated Laundry category: direct to consumer. It addressed unmet needs that cannot be dealt with via the current retail model: seamless delivery, smart refillable packaging, and great value. By marrying the best of eCommerce and repeatable household deliveries, it upgraded the buying and storage experience of users. This has led to higher volume and spend per buyer: 27Kg (5Kg per retail trip), SAR180 (SAR42 per retail trip) and a 10% repeat rate within the first two months, all while increasing our profitability. ¦ eDirect introduced a new business model in the saturated Laundry category: direct to consumer. It addressed unmet needs that cannot be dealt with via the current retail model: seamless delivery, smart refillable packaging, and great value. By marrying the best of eCommerce and repeatable household deliveries, it upgraded the buying and storage experience of users. This has led to higher volume and spend per buyer: 27Kg (5Kg per retail trip), SAR180 (SAR42 per retail trip) and a 10% repeat rate within the first two months, all while increasing our profitability.

Brand: Ariel & Tide
Client: Procter & Gamble (P&G)
Agency: Procter & Gamble (P&G)
Language: English

2021 SILVER

CHIPS AHOY! and Dollar General Salute Service Members

To grow the 57-year-old CHIPS AHOY! brand at Dollar General, CHIPS AHOY! unleashed eye-catching camo packaging and a robust digital, social, and in-store program to capture shopper and employee engagement. The mission-driven program generated goal-surpassing Dollar General cookie category sales and increased Cookie Category $ sales. Unprecedented media, PR, and social impressions exceeded benchmarks with 2.3MM impressions and a double-the-benchmark .28% first action rate.

Brand: CHIPS AHOY!
Client: Mondelēz International
Agency: Phoenix Creative Co.
Language: English

2021 SILVER

Pringles and Pours

When we noticed that Meijer was experiencing lower Pringles’ sales vs. other retailers, we knew we needed to increase Pringles’ sales by solving their shoppers’ unique needs. We found that Meijer shoppers were making quick trips to Meijer and grabbing local craft beer to enjoy with friends. So, we partnered with Founder’s Brewing Co. and positioned Pringles as the perfect accompaniment to their favorite beer. The program doubled Pringles sales objectives by +49.8%, increased the Meijer Salty Snacks category +17.2%, brought in +8% new shoppers and grew baskets +7.1%.

Brand: Pringles
Client: The Kellogg Company
Agency: Haygarth US
Language: English

FINALISTS

ZzzQuil & Pure Zzzs ZzzQuil Better Sleep for Better Days

Kraft The Kraft World Cup Burger Joint

Canon Beauty deserves to be printed