TapScan - "A Year in Review"
Drug Channel Shopper Activation
March 22, 2021 - March 21, 2022
TapScan™ Retail Media Platform invited Braun shoppers to engage POS through a touchless demo delivering a detailed rich product information experience. The data results outlined below is the beginning of a line of sight on direct brand relationship by retail banner by country and provides the opportunity for return on investment comparison.
Operational Insights
- POS included 12 unique permanent on shelf product display modules.
- Program has been in market over 10 months and is still tracking double digit growth in engagements.
- Data analytics included never before seen time and geo locational engagement tracking by store, program and country.
- 71% store compliance was achieved in Darty stores.
- Darty and Boots executed quickly and lead Shopper engagements throughout the pandemic
The Darty Compliance Achievement
Internal reps were sent communications with instructions to ‘Tap/Scan’ the displays to activate once set up in store. Not only did we have increased engagements, but we received confirmation of which stores had live executed displays. Within the first 5 days of the program rollout, 66% of Darty stores had complied.
Shopper Insights
The TapScan™ tool delivered a direct link for shoppers based on the type of display and the country of engagement.
Location & Language
Insights below are taken from the top 5 countries and languages engaged.
67%
Shared Location
38%
of Total Engagements
47%
Shared Location
34%
of Total Engagements
69%
Shared Location
12%
of Total Engagements
35%
Shared Location
8%
of Total Engagements
37%
Shared Location
4%
of Total Engagements
Location & Language
As per the statistics below, the majority of the engagements were across a specific set of campaigns.
Top 5 Campaigns = 89% of Total Engagements
Darty Campaigns = 30% of Total Engagements
Boots Campaign = 14% of Total Engagements
Executive Summary
The Market
The rise of RETAIL MEDIA, initially framed as an extension of performance media vehicles, is also proving to offer brands a full-funnel solution – all with unrivaled measurement and attribution capabilities.
Already, 74 percent of brands say they have dedicated budgets for retail media networks and these networks now rank fifth in terms of budget allocation, behind digital video, paid social, digital display and paid search.
Brands see retail data as effective in both building brands and driving conversions: 39 percent of those marketers surveyed said they use it to drive brand equity scores, while 44 percent said they now use retail data to track sales growth.
Modern retail consumers still value the in-store experience though much attention has been given to the rapid acceleration of e-comm driven by the pandemic, consumers are still vacillating between digital and real-world shopping.
Brands Report they are very or extremely satisfied with the retail media network they use.
“You can see a world where you’re no longer making choices based on publisher inventory, but instead leveraging data to target customers and measure campaigns that actually drive sales
Mic Zavarella, VP Marketing and ecommerce Sales, PepsiCo”
Of consumers have at least one digital account with a retailer.
“Every digital point of contact with our consumer is a commerce opportunity. As consumer behavior changes, we want to meet our shoppers’ needs with innovative marketing and easy ways to get their favorite products delivered to their home in a matter of minutes.”
Jackie Guarini (Nothacker), Head of Commerce Media, US Portfolio, Anheuser-Busch]”