MarketingLab

Mar 22, 2021

Advertisement RangeMe Grows Product Sourcing Capabilities Online product discovery platform RangeMe is partnering with multiple certification providers in an industry-wide initiative to help retail buyers find higher quality products and bring greater transparency to the shelf RangeMe says retailers are eager to meet the demands of label-conscious consumers by sourcing products that validate their claims and create a more tailored assortment for customers. In support, RangeMe will work with the certification providers to give their efforts greater visibility and promote better understanding across the nearly 200,000 suppliers on its platform about the need to carry the certifications. Many retailers have invested heavily in sourcing products that match their core values to not only provide a unique assortment, but also to differentiate their offerings from the competition. Retailers use RangeMe to source brands with specific certifications, such as sustainable practices and supplier diversity, because they believe these brands will meet their quality and consumer standards, according to the solution provider. Ad Agency Campaign Celebrates 50 Years of Black Storytelling Chicago-based multicultural ad agency Burrell Communications Group is honoring its golden anniversary by launching a community engagement initiative that pays tribute to its 50 years of connecting some of the world’s most powerful brands with Black communities. As part of the “50 Acts of Kindness” initiative, the agency first made a surprise donation to Primo Center, which provides family shelter, permanent supportive housing and other services to homeless families in underprivileged neighborhoods of Chicago. Burrell also performed acts of kindness to support stakeholder groups focused on empowering the underserved. The agency was founded in 1971 by marketing maestro Tom Burrell, who sought to develop a relevant, respectful and strong relationship between brands and Black consumers. Burrell coined the phrase, “Black people are not dark-skinned white people,” as he championed the inherent cultural differences that must be considered when marketing to Black consumers. Mondelez Finds Partner for Cookie-Less Ad Measurement Mondelez International leveraged the early access program for DoubleVerify’s latest ad performance measurement tool to conduct a cross-platform display campaign for one of its snack brands. DV Authentic Attention is a privacy-conscious data solution aimed at optimizing campaign performance using timely, impression-level insights such as the impact of an ad’s presentation and key dimensions of consumer engagement. For Mondelez, Double Verify highlighted the value of “high-exposure” impressions on the campaign. There was a 9% increase in favorability, an 8% lift in consideration overall and a 5% rise in purchase intent among the brand’s primary target audience. DV Authentic Attention analyzes more than 50 data points about the exposure of a digital ad – and a consumer’s engagement with it – in real time. With this solution, advertisers are able to benchmark top-performing sites and apps, evaluate cost-effective private marketplace deals characterized by high performance, and focus on the ad units and creatives that deliver the most impact, according to DoubleVerify. MarketingLab/SellCheck Acquired by Tech-Focused Agency Neighbor MarketingLab and SellCheck, marketing services firms that excel at leveraging audience engagement technology, data-driven insights and behavioral science to aid the brands they serve, were acquired by Razr Marketing Inc. (RMI). The transaction aligns the capabilities of two Minneapolis-based companies to create more value for their combined list of clients, aiming to make the new entity stronger and more complete. Both firms leverage tech-enabled services to improve consumer experiences and create sustainable behavior change. RMI’s three core market-facing brands are RAZR, FluidNorth Technology and Grayduck Health. Rich Butwinick, founder and CEO of MarketingLab and SellCheck, will join RMI’s senior leadership team and become chief strategy officer for the company. In that role, he will drive innovation, new business and product strategy efforts for the combined entity. Industry Group Pilots Universal Mobile Wallet Coupons The Coupon Bureau, an industry-managed nonprofit coupon data exchange, is piloting universal digital coupons with Popwallet, a mobile wallet marketing platform. The collaboration aims to empower CPG brands and retailers to transform paper coupons into a secure, contactless and environmentally friendly digital alternative using mobile wallets Apple Wallet and Google Pay. The pilot program leveraged two CPG brands – Procter & Gamble’s Pampers and General Mills’ Chex – and took place at Elden’s Foods, an independent retailer in Alexandria, Minnesota. Shoppers at the store were sent coupons via text message that could be saved to their mobile wallet. At the point of purchase, a shopper scans the barcode on her mobile wallet coupon and, within milliseconds, the coupon is securely verified with the discount applied to the purchase. Digital Solutions Shops Sync Mobile Data A new partnership between mobile commerce company Button and cross-platform solutions company Branch Metrics gives mutual clients like Sam’s Club and Zulily visibility into all of their mobile attribution data in one tool. Rather than looking at each channel in a silo, the partners say this integration enables marketers to analyze Button mobile performance data alongside other mobile touchpoints in a single view within their Branch dashboards. It also brings mobile affiliate traffic into the marketing fold and offers brands a full view of their spend across all marketing channels. Button and Branch believe that the COVD-19 pandemic clearly accelerated an ongoing shift toward mobile shopping, citing as proof U.S. Department of Commerce statistics finding e-commerce sales increased 31.2% in October and 32.4% in November last year, and Salesforce data that found global digital sales growing 45% year over year to $181 million from Dec. 1-14. The partners leverage a mobile app strategy based on a cost-per-acquisition (CPA) pricing model, with a thorough measurement solution to help brands cultivate a loyal customer base and boost mobile growth. Dunnhumby Study: Amazon Top Grocery Retailer Chicago-based data science company dunnhumby this month released its fourth annual Retailer Preference Index, a study that examines the approximately $1 trillion U.S. grocery market based on a survey of 10,000 U.S. households combined with an evaluation of retailer financial performances. After a year dominated by COVID-19, Amazon eclipsed previous winner H-E-B and runner-up Trader Joe’s to take the top spot. For the first time, Target, due to strong COVID-driven momentum, broke into the index’s top quartile. Target is the only newcomer to the first quartile overall, jumping six spots to move out of the second quartile for the first time ever. The top 10 grocery retailers with the highest overall customer preference scores are Amazon, H-E-B, Trader Joe’s, Wegman’s, Aldi, Market Basket, Sam’s Club, Costco, Publix and Target. They were followed by Fresh Thyme, ShopRite, Sprouts Farmers Market and Walmart. AI, Analytics Provider Absolutdata Has New Owner Absolutdata, which delivers scalable business impact through AI-powered solutions, advanced analytics and data science services, has been acquired by Infogain, a ChrysCapital portfolio company that provides human-centered digital platform and software engineering services.As part of a larger organization with broader skills, Absolutdata’s data scientists and solution engineers can work with strategy, experience and cloud technology experts to deliver comprehensive AI and analytics solutions along with the infrastructure needed to execute digital transformation strategies. With a strategic focus on growing capabilities, Infogain is in strong growth mode. The Absolutdata acquisition follows earlier purchases of Silicus Technologies and Revel Consulting. Related Content