Brand opportunitiesfrom sofa to shelf

to keep the shopper engaged

Brand opportunities from sofa to shelfto keep the shopper engaged

�e pre-purchase shopper journey from sofa to shelf is fullof opportunities for a brand to connect with its target

audience at multiple touch points. Brands can help trigger the initial purchase idea by engaging in meaningful dialogue with

their target audience at home . Once the journey has begun, the brand can interrupt the journey with traditional and digital touch

points to help keep the shopper engaged. �e shopper will be tempted to stray from the path, at every opportunity,

by rival brands competing for their a�ention and loyalty.

Brand opportunities from sofa to shelfto keep the shopper engaged

Step 1: Tracking and analysing social media data

We listen to what people are saying, unprompted, about brands on social media today. We then identify who the most active

participants are online, within all the di�erent sub-categories of a brand’s consumers and shoppers, and our team of analysts

(not robots) track and analyse their likes and dislikes.

Brand opportunities from sofa to shelfto keep the shopper engaged

Step 2: Acquiring insights from social media data

�e collected data is then used to create psychographic &demographic profiles of a brand’s consumers and shoppers. Pro-

files that allow us to acquire unique insights into everyday con-sumer behaviour and identify what really drives

pre and post-purchase brand engagement.

Brand opportunities from sofa to shelfto keep the shopper engaged

Step 3: Plan content informed by the new insights

�e insights allow us to really get under the skin of a specific target audience. We plan strategic & creative content

that will engage them in a relevant and meaningful way:content that will connect with a target audience pre-purchase

and inspire them to choose the brand,and become loyal advocates post-purchase.

Brand opportunities from sofa to shelfto keep the shopper engaged

Step 4: Create content

We create content touch points that interrupt the pre-purchase shopper journey to engage the shopper and communicate the

right messages, and calls to action, at the right time:

At home >Journey to store > Proximity to store > In-store

Brand opportunities from sofa to shelfto keep the shopper engaged

Step 4a: At home

Shopper relaxes on the sofa multi-screening with TV, laptop, tablet, smart phone, magazines, newspapers, branded products.

�e touch points bring the brand message to life, engage theshopper in a relevant way and initiate the shopper journey:

• Voucher in a newspaper > scan with smart phone for money off next purchase• AR code in a magazine > 3D brand experience

• QR / Blippar / Aurasma code on pack > link to a branded game, TV ad or price promo• Facebook page > a branded social interaction with friends and like-minded people

• Macro and micro blog > updates on what’s happening with the brand• Transmedia storytelling > multi-platform pervasive entertainment brand experience

• Digital game > viral online social media branded game• Website/microsite > interacting with general and specific branded sites

• Video sharing platform > uploading and sharing content to branded video platform• Music sharing platform > listening to and sharing branded music library

Brand opportunities from sofa to shelfto keep the shopper engaged

Step 4b: Journey to store

Shopper leaves home and begins the journey to the store.Shopper touch points along the way bring the brand message to

life, engaging them in a relevant way, giving a positive brandexperience and maintaining the flow of the journey:

• Blu-tooth bus shelter > pushing promos and offers to mobile phone• NFC Tap-Technology 6-sheet poster > tap poster with phone to download info

• QR / Blippar / Aurasma code poster > URL link to branded mobile game or promo• Brand experience event > unique activity for limited time inspired by brand message

• Pop-up shop > unique shop for limited time inspired by brand message• Guerilla brand activity > random and unexpected marketing activity

• Foursquare on smart phone > store and friend locator• AR app on smart phone > 3D map navigation to nearest store

• Sampling event > experience look and feel of product• Promotional event > free offers, vouchers and events

Brand opportunities from sofa to shelfto keep the shopper engaged

Step 4c: Proximity to store

Along the journey the shopper has been exposed to multiple brand touch points. As they get closer to the store the brand

messages usually become more tailored with specificinformation related to pricing, promotions and o�ers:

• QR / Blippar / Aurasma code poster > URL link to branded TV spot or online promo• Floor graphics > simple floor stencils and vinyls with campaign/brand message

• Exterior window & door graphics > campaign/brand message• Exterior store signage > campaign/brand message

• Store canopy > brand message alongside store name• A-frames > campaign/brand message with call to action

• Car park bays > campaign/brand message on canopy, floor and walls• Bicycle park bays > campaign/brand message on canopy, floor and walls

• Shopping trolley bays > campaign/brand message on canopy and trolley handles• ATM cash machine interface > campaign/brand message on interface screen

Step 4d: In-store

�e shopper enters the store and the messaging now has to work much harder, with direct calls to action, to compete with all the

other brands in-store. �e touch points must navigate theshopper to the correct aisle, fixture and shelf to choose the brand:

• QR / Blippar / Aurasma code poster > URL link to branded TV spot or online promo• AR navigational signage > 3D store navigation signage interacting with mobile• Interactive video touch screens > interactive digital campaign/brand content

• Free sampling & promotions > trial pods with push-people• Basket & trolley graphics > campaign/brand message on handles, side and base

• Secondary sightings > small product display in unexpected partner-product location• Dump bins > additional ‘grab & go’ fixtures in fast moving areas of store

• Parasite units > additional ‘grab & go’ fixtures in complimentary areas of store• Floor & ceiling graphics > high impact graphics to raise brand awareness

• Headers, wings & shelf comms > Printed in-store tools with interactive QR codes

Brand opportunities from sofa to shelfto keep the shopper engaged

1. At home (Pre-purchase)Shopper relaxes on the sofa multi-screening with TV, laptop, tablet, smart phone,magazines, newspapers, branded products.�e touch points bring the brand messageto life, engage the shopper in a relevantway and initiate the shopper journey...

3. In-store (Pre-purchase)Along the journey the shopper has beenexposed to multiple brand touch points.As they get closer to the store the brandmessages usually become more tailoredwith specific information related topricing, promotions and o�ers...

2. Journey to store (Pre-purchase)Shopper leaves home and begins the journey

to the store. Shopper touch points along the way bring the brand message to life, engaging

them in a relevant way, giving a positive brand experience and maintaining

the flow of the journey...

4. Proximity to store (Pre-purchase)�e shopper enters the store and the messag-ing now has to work much harder, with direct

calls to action, to compete with all the other brands in-store. �e touch points must

navigate the shopper to the correct aisle,fixture and shelf to choose the brand.

Brand opportunities from sofa to shelfto keep the shopper engaged

In-store

At home Proximity to store

Journey to store

BR

AN

D X

Check-out

Journey home

1 3

2

4

We believe the linear one-way approach tobrand communication is out of touch

with today’s consumers... do you agree?

Linear is dead. long live the loop!

tell us what you think:

hello@btlbrands.combtlbrands

+44 (0)203 589 6098btlbrands.com