The Checkers marketing team has been on fire lately, excelling in their advertisements and branding. Their most recent move, bringing back the popular 'Little Shop' campaign, is undeniably a stroke of genius!
It's undeniable that Checkers is one of the most popular grocery stores in South Africa — and besides having really good sales, its success is largely due to its marketing strategies.
The retailer has done the collectables before with Little Shop and Little Garden, and both were wildly successful. So what makes the revival of the Little Shop such a brilliant move for the brand?
Well, read on as Saads Abrahams from media update explains why Checkers Little Shop is a genius marketing strategy.
Customer Engagement through Collectables
The 'Little Shop' campaign encourages shoppers to spend a minimum amount to receive miniature versions of certain products. Checkers is a family-friendly grocery store and is fully aware that many parents come shopping with their children.
Now kids don't have too much say when their parents are shopping, but by running this collectable campaign, shopping is now a fun family activity.
So, when someone needs to get a few things from the shop, they choose to go to Checkers so that they can get more mini collectables. These minis are now turning customers into loyal, repeat customers who keep coming back to complete their collection.
Emotional Connections
As a Millennial, who grew up collecting Tazos and Pokemon cards, the retailer is tapping into our childhood by running this campaign. Nostalgia plays a huge role in the success of this campaign.
Additionally, it plays into the excitement for children who are getting a "free surprise" when their parents are done shopping. That combination allows parents to bond with their children — making shopping at Checkers a huge family experience.
Promotes Brand Familiarity
Most of the minis are actual products that one is able to see in stores, and this allows children to recognise brands and products. The retailer is also promoting its own brands with the minis but other well-known brands as well.
This helps build a strong relationship between these bigger brands and Checkers, as well as between the customers and all the brands.
Increased Sales and Basket Size
In order to get these minis, shoppers need to spend a minimum of R200 — encouraging shoppers to spend more and add extra products into their baskets so that they qualify for the promotion.
This also means that people who are collecting the minis are shopping more frequently at Checkers to complete their collection — and this all works to Checkers's advantage of shoppers choosing to go to its stores and spend more money.
Exclusivity
FOMO marketing is a brilliant technique that plays into people's fear of missing out — this is why the retailer added the hint of exclusivity to its 'Little Shop' campaign.
This campaign is only available for a specific period, while stocks last, and to customers who possess the Checkers Xtra Savings loyalty card. The limited time and availability of the Little Shop creates a sense of urgency in the customers, urging them to shop more during this period to try and complete their collection.
By making it only available to customers with the loyalty savings card, Checkers now has an influx of customers signing up to receive its card. You need to provide your email address or cell phone number when you sign up to get your card — giving Checkers a direct marketing line to you.
Cross-Generational Appeal
One of the reasons I find the 'Little Shop' campaign completely genius is that it is appealing to all age groups. This includes grandparents who love collecting things, adults who feel nostalgic about this promotion and children who feel like they are getting "free toys" every time their parents go shopping.
This campaign has (in my opinion) managed to attract the attention of people both young and old, creating a cross-generational appeal.
Social Media and Viral Potential
Social media will always play a huge role in almost everything we do nowadays. This marketing campaign is genius because people are posting about it online and creating content around the Little Shop.
This organic buzz that is created gives Checkers and the brands it has partnered with free online brand exposure.
What are your thoughts on the Checkers Little Shop marketing campaign? Let us know in the comments section below.
*Image courtesy of Checkers