[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
The consumer goods sector is undergoing radical change. <\/span>Faced with more demanding consumers, anxious to preserve their purchasing power but also to spend as little time as possible in shop, retailers can evolve thanks to innovative marketing strategies. <\/span><\/p>\n Online shopping and drive-ins, exclusive advantages for the most loyal customers, but also diversification of the offer to make room for more local and organic products… The players in the mass retail sector are having to <\/span>implement new marketing strategies<\/b> to differentiate themselves, win the loyalty of buyers and gain market share.<\/span> <\/p>\n For these companies, gamification<\/span> is an excellent way of engaging consumers<\/b> both online and in-store. It’s also an opportunity to multiply the points of contact and to <\/span>strengthen customer relations<\/span><\/a>. Dans cet article, on se penche donc sur les avantages de cette strat\u00e9gie marketing \u00e0 destination de la grande consommation avec des <\/span>concrete examples of playable marketing campaigns.<\/a><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Since the health crisis, but also the arrival of new 100% digital competitors (such as Amazon), mass retailing has undergone a <\/span>profound transformation<\/b>. Elle est aujourd\u2019hui somm\u00e9e de s\u2019adapter aux nouvelles habitudes des acheteurs. <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Inflation has come and gone, and consumers are now more concerned about preserving their purchasing power. Overall, we are seeing <\/span>a historic fall in sales volumes<\/span><\/a> in the consumer goods sector, both in terms of the size of the average basket and the frequency of purchases. This trend can be explained mainly by rising prices, but also by low purchasing morale (down 9 points compared to 2015). <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Shoppers are also more volatile, tending to flit from one brand to another. Competition between brands, but also changing consumer habits, are primarily responsible for this decline in loyalty. Companies now have to respond to a wide range of needs: online purchasing and in-store collection, takeaway, home delivery. This means broadening their offer and their field of action, while knowing how to adapt their services to each location. <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Today’s buyers prefer brands that are committed to the environment, and are turning to retailers whose products embrace their values (fairness, reduced plastic packaging, respect for the environment and people). Retailers must therefore not only expand their catalogue by distributing exemplary brands. But they also need to incorporate an ambitious CSR approach into their marketing in order to appeal to consumers for whom the act of buying is an increasingly transformative one. <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Consumer marketers must also embrace<\/span> the omnichannel shift in their sector<\/a><\/span>. D\u00e9sormais, les parcours d\u2019achat physiques et digitaux sont de plus en plus compl\u00e9mentaires, avec la g\u00e9n\u00e9ralisation du click&collect ainsi que des drive en supermarch\u00e9. <\/span><\/p>\n Increasingly present online, supermarket chains must also capitalise on these new interactions to collect customer data and gain a better understanding of their audience’s needs. This is the key to reaching consumers wherever they are, but also to personalising their brand message and offers as much as possible. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n To<\/span> create differentiating marketing campaigns<\/b> and better engage consumers (both online and in-store), consumer brands can rely on<\/span> gamification<\/span><\/a>. En int\u00e9grant des m\u00e9caniques propres \u00e0 l\u2019univers du jeu, elles peuvent non seulement multiplier les points de contact, mais aussi cr\u00e9er une relation beaucoup plus profonde et fid\u00e9liser les acheteurs. <\/span><\/p>\n The advantage of gamified marketing is that it offers companies<\/span> a wide range of formats and mechanisms<\/b> that can be easily adapted to each stage of the sales funnel, as well as to<\/span> different strategic objectives<\/span><\/a>.<\/span> <\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n First and foremost, gamification is an excellent way of<\/strong><\/span> boosting your company’s visibility,<\/b> all the more so in a sector as competitive as mass consumption. By focusing on fun formats and offering attractive rewards, retailers can capture shoppers’ attention more effectively. <\/span><\/p>\n The Famille Mary brand has relied on a game well known to users,<\/span> the Bandit Manchot<\/a><\/span>, to<\/span> expand its audience on social networks<\/b>. A travers une m\u00e9canique ludique et <\/span>generous prizes<\/span><\/a>, it was able to reach nearly 9,000 participants.<\/span> <\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/12\/Famille-Mary-bandit-manchot-grande-consommation.webp” alt=”Mary family – One-armed bandit for mass consumption” title_text=”Family-Mary-bandit-manchot-mass-consumption” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”|148px||148px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Gamification is also an effective strategy for<\/span> promoting your offer in an interactive way<\/b>. Plut\u00f4t que de pr\u00e9senter ses produits dans un format statique, la marque engage les consommateurs \u00e0 d\u00e9couvrir par eux-m\u00eames ses sp\u00e9cificit\u00e9s, renfor\u00e7ant la m\u00e9morisation de sa proposition de valeur unique. <\/span><\/p>\n Through<\/span> a Memory game<\/span><\/a>, the Motta brand invited participants to <\/span>discover the unique flavours of the Motta brand in a fun way<\/b>. As well as boosting consumers’ purchase intentions, the campaign captured the personal data of 12K new leads, which it was then able to reactivate with new email campaigns. <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/12\/Motta-memory-grande-consommation.webp” alt=”Motta – Memory Grande Consomation” title_text=”Motta-memory-grande-consommation” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”|141px||141px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\nConsumer goods: a sector in the throes of change<\/h2>\n
1. The end of hyper-consumption<\/h3>\n
2. Less loyal consumers<\/h3>\n
3. More responsible buyers<\/h3>\n
4. Omnichannel purchasing paths<\/h3>\n
Why gamify consumer marketing?<\/h2>\n
1. Boosting the brand awareness of supermarket chains<\/h3>\n
2. Promote your products and generate new leads<\/h3>\n
3. Boost sales with an effective drive-to-store strategy<\/h3>\n