Kraft Fetch Rewards Partnership
Kraft Heinz Co. is working with Fetch, Madison, WI, which enables shoppers who’ve downloaded the Fetch Rewards app to scan products while they shop in a store and receive reward points or exclusive savings that get added to that shopping trip as they shop. The user checks out in-store by having a cashier scan the app’s bar code scanner to simply transfer over the order. (The shopper still pays at checkout as she normally does.) Fetch has been working with multiple Kraft Heinz brands and finding success with promoting complementary products. For example, over Memorial Day weekend, Kraft ran featured deals on Kraft original barbecue sauce that every Fetch user received on the app or as seen in a display ad on KraftRecipes.com or over email. However, when a user scanned a mango or garlic purchase, that shopper got a reminder of a mango barbecue chicken recipe with money-off for the sauce. An early test program that looked at shoppers who scanned in Heinz ketchup and were presented with a deal on Heinz mustard scored a conversion rate of about 20%, says Birk Cooper, head of marketing at Fetch Rewards. Heinz is also using data secured from these shopping trips to learn more about shoppers, including a path through the store that can be learned from the scanner, dwell time in the aisle, overall basket analysis, abandonment and more data points.