In these economic times, the relationship between retailer and brand has become both more important and more complicated. More brands are fighting for the same limited shelf space and are in competition with the retailers’ own private label programs, which consumers are purchasing in increasing numbers (grocery channel private label store is now between20-25% in the U.S. depending on region).¹  

Active’s specific geo-targeted offerings can help both sides of the equation by increasing sales for brands and increasing overall store traffic for retailers.

Account-specific programs generally include:

• Geo-targeting appropriate sampling locations within a ~5 mile radius of selected retail stores
• On-site signage provides brand awareness and retail-specific messaging (e.g. “available at Publix”)
• On-site sampling at selected facilities / events to provide immediate trial opportunities with a targeted, relevant audience
• Sample recipients also receive bounce-back coupon for product good only at key retail partners
• In-store or on-pack message can be incorporated to provide a surround-sound promotion

Account-specific program benefits include:

• Provides key communication strategy for brand sales people to negotiate optimal shelf space or other benefits for the brands as a result of increased marketing dollars and driving incremental traffic to the retailer
• Uses co-marketing dollars in a creative and effective manner
• Retailer benefits as upscale consumers spend additional dollars while in the store
• Ability to tie in to specific promotional themes (e.g. back-to-school or National Fitness Month).

Active has significant experience in creating these programs and developing solutions that maximize the success of our client’s promotions. We are able to provide ideas for maximizing reach and impact with minimal incremental investment. Please contact your sales representative or Stephany Cavatoni, our retail activation specialist (858-652-6516 or Stephany.Cavatoni@activenetwork.com), to discuss account specific options for your brand.

¹ Source: IRI: "The 2009 Private Label Report: Emerging Trends and Key Success Factors in Private Label"