Choose a promotion carefully, understand how to attract shoppers
The Schwartz brand was established in 1889. It was the first company in Canada to sell pure spices, with an emphasis on smaller, fresher portions. By the 1930s the company was selling spices to more than 50 countries but the Schwartz brand only reached the UK in 1959.
Schwartz now belongs to McCormick and Company and is one of the world’s largest producers of herbs, spices, seasonings and flavourings.
What’s the best way to launch a new product online? Schwartz used mySupermarket.co.uk to run a trial for two specific ad placements, promoting Schwartz Grill Mates BBQ Glaze, to see which performed better.
mySupermarket worked closely with Schwartz to develop two different promotional campaigns a call out message on the shelf and a checkout voucher to see which method engaged more shoppers. Both ad formats drove a high engagement rate, yet it was the checkout voucher that had a bigger impact. Therefore, the checkout voucher was used for the second part of the trial.
Schwartz wanted to know how much it needed to give away in the promotion to draw the highest number of shoppers. Three vouchers were offered before checkout. One was an ad for the product with no cashback, the second offered 50% cashback and the third offered 100% cashback. This was tested twice using ads with percentages and ads with actual monetary value (i.e two back when you buy this product).
The ads promoting the 100% cashback drove the biggest engagement, yet it was the 50% off promotion that drove the biggest click to purchase. This fascinating result probably owes much to human psychology, but could never have been predicted. These results can be used by mySupermarket to help brands that are considering promotions using cashback.
Furthermore, in order to measure if the new product has been adopted by consumers, mySupermarket will review the behaviour of shoppers in the coming months to see whether the group of shoppers who purchased the item during the trial have repurchased the product.