Friesland Campina has reported strong sales for its YAZOO and Chocomel brands following bespoke promotions with leading home delivery platform Snappy Shopper.
The company said the significant sales uplift demonstrates the effectiveness of digital point of purchase activation within the convenience channel.
For the two week-long trials, shoppers on the app were offered one free 250ml Chocomel sample via branded banners and geotargeted social media advertising, resulting in almost 5,000 organic redemptions – a 6,000 per cent of sales for the same period in the same stores before the offer.
As the results of promotion were so instant, with 500 bottles being sold within 48 hours, the brand freed up another 2,500 free products for the rest of the activation.
Following this, YAZOO’s new limited-edition flavour, Choc Caramel, was advertised on Snappy Shopper with bold and compelling ‘buy it while stocks last’ messages via its dashboard, newsletter, and direct text messages. The pre-campaign push to Snappy Shopper retailers resulted in 81 per cent increase in distribution, which led to a 2,800 per cent purchases via the app following a similar, targeted social media campaign.
The company said the Snappy Shopper tie-up supports its growth ambitions within convenience and appeals to a new audience, with an average of 80 per cent customers being incremental to the brands during this period.
“Now more than ever, consumers are looking for great value for money on the brands that they love. We’re thrilled with the results from the Snappy Shopper promotions; it shows that a deal doesn’t need to be extensive or complicated to work. This simple, easy to follow online mechanic has resulted in impressive sales and incremental purchases as well as improved our distribution within stores,” Maren Fuhrich, YAZOO Brand Manager at FrieslandCampina, commented.
“Convenience is an incredibly important channel for both YAZOO and Chocomel, with a high percentage of our sales already through independents, so we’ll certainly look to partner with Snappy Shopper again to engage and excite our loyal customers, as well as entice some new fans.”
