PRE and POST-PURCHASE MARKETING ENGAGEMENT
The digital age has changed the way consumers research, buy and interact with brands. If consumers have changed the way they buy, businesses must evolve in their marketing engagement with customers.
Physical retail products in brick-and-mortar shops need to stand out from the rest of the products. Interesting and aesthetically-pleasing packaging can enhance brand value and help visually attract a customer. However, attractive packaging is just the one touchpoint in marketing engagement.
Social media posts, advertisements and other promotional activities form other touchpoints. Before making a purchase, consumers also want more information about a product before taking out their wallet or opening their payment app.
Brand owners must find ways to create multiple touchpoints in order to attract and ultimately convert a customer.
“It takes 6 to 8 touches to generate a viable sales lead.” ~ SalesForce
Subsequently, engagement post-purchase is essential to build customer loyalty and advocacy. This can be achieved through meaningful and interesting engagement with the help of smart packaging or product labels.
Nabcore’s Asia BrandProtect System uses a suite of interlocking solutions to help brands engage with their customers pre and post-purchase.
Our technology approach to marketing engagement is to use an “Attract, Engage and Excite” formula that has proven successful for multiple brands in 7 countries.
Attract: Through visual effecT
Visually-pleasing labels that also allow for information to be shared can help attract consumers’ attention and enhance brand value of a product.
- 56% of shoppers say a recognizable logo draws their attention to a product.
- 53% of shoppers say bright attractive colours draw their attention to a product.
- 60% of shoppers are unlikely to buy a product when the label doesn’t provide enough information.
Examples of marketing engagement labels that can attract and inform include 3D Security hot-stamp lens foil and holographic labels.
Engage: Through informatioN
Smart product labels are an excellent form of marketing engagement and can share a lot of information with consumers.
Check out the images below to understand how smart product labels work.
Excite: Through loyalty programS
Innovative customer loyalty program with a game-element and incentives can be a powerful form of post-purchase marketing engagement.
Loyalty programs that reward customers and provide a fun game element that increases the chances of rewards is a great way to engage with customers post-purchase.
Using a smart brand protection solution that combines protect authentication with rewards for consumers.
For example, if consumers receive a reward after authenticating their product purchase, this can be an incentive to purchase from the brand repeatedly. This “sticky” form of marketing engagement helps the brand owners gain recurring revenue and strengthen their brand recognition and recall in the consumers’ minds.
Example of Loyalty Program with rewards point redemption
- Unique QR codes can be added to the product packaging or labels.
- Consumers are encouraged and incentivised to scan the QR code with their mobile device to authenticate the product that they are going to purchase.
- Upon scanning, consumers can also register as members of a loyalty program where they can earn points to redeem rewards after purchase. The incentive helps to lock in customers in the long haul as consumers will be going back to purchase more products to accumulate points for rewards.
It is possible to create unique variable QR codes that are allowed to be scanned only once. This is a perfect application for lucky draw campaigns such as WeChat’s red packet engagement campaign.
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BRAND PROTECTION PARTNERS
As an anti-counterfeiting solutions provider, Nabcore supports a variety of partners to serve larger enterprise resource planning (ERP) or security printing projects.
If you are interested to establish a strategic partnership with us, click on the relevant link below:
Protect against counterfeiting with our bank-graded security technologies that provide both physical and online product authentication.
Provide real-time visibility along your supply chain to protect against illegal overruns, pilferage or grey market diversion.