Ourcart Blog

CPG brands are drowning in receipts. Cashback programs, digital sampling, loyalty rewards have all made it easier than ever to collect purchase data. But more receipts doesn't mean better decisions. As receipt volume has exploded, confidence in that data has actually gone down. 

You can collect thousands of receipts and still have no idea what's really happening. Which purchases are legitimate? Which receipts have been submitted multiple times? Which baskets reflect real shopping behavior versus someone gaming your promotion?

I hear from brand marketers that they are constantly searching for innovative strategies to not only capture consumer attention but also convert it into long-lasting loyalty. While driving awareness and offering cashback have been traditional mainstays, the ever evolving consumer demands a more sharpened thought process.

Outlined below are key recommendations we provide brand marketers so they can make good decisions when considering which strategies to adopt to transcend traditional methods and create deeper, more meaningful connections with their audience.

Focus on the Outcomes

Successful brands look to gain every edge in their marketing efforts. To gain this edge, quality purchase data must be part of the equation. It is imperative to have retailer agnostic insights to assess marketing channel effectiveness, ROI, conversion rates, but also the consumer data itself. With this data brands can craft strategies that increase consumer engagement, build loyalty and drive growth. We often recommend that brands make their investment decisions with the outcome being the acquisition of quality consumer data.  A cashback offer is just the engagement to drive the outcomes desired; not the outcome!

When talking about making engagement and data collection work together, the goal is to create a system where the engagement of participants or users enhances the quality and quantity of data collected, and vice versa. Here are some strategies to achieve this: