Be an innovator not an imitator
Kids’ programmes are still quite new to many regions, sosometimes retailers want other supermarkets to take theinitiative first. But actually, kids’ programmes are a provenconcept on a global scale. Last year, when Pick n Pay decided tobe the first supermarket in South Africa to run a kids’ programme(using Stikeez as rewards), the programme turned into anationwide hype almost overnight. Since then other retailershave also embraced the idea of running similar types ofcampaigns, and these have become an accepted marketing tool.Our research has shown that kids’ programme pioneers enjoy ‘first-mover advantage’ when shoppers have never been offered instant rewards before; the effects of the very first campaign in a country are hardly ever matched. And shoppers are surprised, delighted and grateful. It’s a unique proposition.
Pleasing the next generation of shoppers
I love being involved with kids’ programmes, because they work on so many levels. They add a fun element to supermarket shopping. They let parents reward their children for being good when getting the groceries, and offer grandparents the opportunity to give their grandchildren an extra gift from time to time.