Top 3 Reasons Why You Should Execute a Shopping List Marketing Campaign

Over the last few years, Shopping List Marketing has taken the CPG advertising world by storm. Advertisers looking for innovative mobile tactics are finding that the ability to land their promoted products on digital grocery lists can help achieve several goals for their brands.

95% of CPG marketers rate Shopping List Marketing as a credible way to reach consumers, and 96% said that getting on shopping lists was important to their brand. 82% noted that they were looking for better measurement in the middle to lower parts of the marketing funnel. (Source: Shopping List Marketing: The Smarter Way to Find and Influence Consumers)

Shopping List Marketing has consistently helped advertisers achieve several objectives. A few of these, along with campaign examples, are listed below.

DRIVE SALES

A Shopping List Marketing campaign makes sense for any marketer looking to drive sales for their brands. By engaging a consumer while they are planning their shopping trip and ensuring their promoted product is on the list when the shopper is in-store, a marketer can increase the likelihood that an advertised product will be purchased. 

81% of shoppers report buying every item on their grocery list, which means that Shopping List Marketing campaigns result in sales lift at targeted retailers. One prominent alcoholic beverage brand achieved 1.7% sales lift and $3.32 ROAS with a Shopping List Marketing campaign. To find out more about this campaign, click here.

INCREASE AWARENESS

When working to drive awareness, brands need to get in front of in-category shoppers before they enter the store. Many marketers have turned to Shopping List Marketing as a tactic to supplement existing awareness spend; by reaching consumers who have known affinities for categories and products, advertisers are able to drive awareness among likely purchasers. 

One regional brand that ran a Shopping List Marketing campaign saw that 99.8% of consumers who added promoted items to their grocery lists did not have the brand on their list previously, indicating that the brand drove awareness among shoppers previously unfamiliar with the brand. Additionally, 77.7% of those who added-to-list previously had generic versions of the product on their lists, proving the ability of Shopping List Marketing to turn non-branded shopping activity into brand-specific list behavior. For more information on this awareness-focused campaign, click here.

DRIVE TRIAL AND SUSTAINED CONSUMPTION

Many Shopping List Marketing campaigns result in consumers adding a product they have never tried before to their grocery lists. While advertisers can evaluate whether these shoppers crossed the items off their lists and measure sales lift through third parties, it can be more difficult to determine whether they continued to add these items to their lists when media spend ceased. 

One paper products brand found that they had significantly increased list presence between campaigns as compared to how they fared on lists before activating a Shopping List Marketing campaign. To see the results, click here.

Shopping List Marketing solves many advertising challenges CPG marketers face. Looking to explore how Shopping List Marketing can support your brand? To find out more, get a demo.