Kooperation von REWE Customer Insights & Media und cmmrcl.ly ermöglicht zielgenaue Media-Kampagnen für FMCG-Marken

Hamburg/Köln, September 2021
​Der Bereich Customer Insights & Media von REWE und die Social Commerce-Spezialisten von cmmrcl.ly entwickeln gemeinsam das Retail Media Produktportfolio des Handelsunternehmens weiter: Im Rahmen einer Partnerschaft bieten sie jetzt mit dem gemeinsam weiterentwickelten Produkt „REWE Social Targeting Solutions“ eine innovative Lösung für ein übergreifendes Branchen-Problem an.

In einer Zeit, in der sogenannte “First-Party-Insights” immer wichtiger werden, sehen sich FMCG-Marken ohne einen eigenen Point-of-Sale mit einer zentralen Herausforderung konfrontiert: Ihnen fehlen Insights zu den Käufer:innen ihrer Produkte. Marktforschungsansätze und statische Modellierungsversuche sind als Targeting-Lösung für eine moderne kundenzentrierte Marketing-Kommunikation zu kurz gedacht. Denn nur wer die tagesaktuellen Konsum- und Kaufvorlieben im Markt kennt, kann wirkungsvoll auf die Bedürfnisse der Verbraucher:innen eingehen und Mediabudgets effizient einsetzen.

SOCIAL MEDIA-KAMPAGNEN BASIEREN ZUKÜNFTIG AUF AKTUELLEN KAUFDATEN
Eine Antwort auf dieses Dilemma vieler Marken liefert nun eine Partnerschaft von Customer Insights und Media, der eigenen Retail Media Unit von REWE, mit dem Hamburger Start-up cmmrcl.ly. Konkret ist es Marken und Agenturen ab sofort möglich, Social Media-Kampagnen basierend auf den umfangreichen Absatzdaten von über 22.000 gelisteten Produkten im REWE Online Shop umzusetzen. Neben den bereits bestehenden Werbemöglichkeiten zur gezielten Absatzsteigerung auf shop.rewe.de macht Customer Insights & Media den Herstellern und Agenturen damit erstmals ihre Online-Insights auch zur optimierten Aussteuerung von Marketing- und Branding-Kampagnen zugänglich. Hierbei kommen – je nach Media-Zielsetzung – drei alternative Einkaufsmodelle zum Einsatz: TKP, CPC oder CPV. Die Plattform-übergreifende Aussteuerung und Optimierung verantwortet der Kooperationspartner cmmrcl.ly aus Hamburg. 

VERÄNDERTES NUTZUNGSVERHALTEN FÜHRT ZU VERMEHRTEM ONLINE-SHOPPING
“Die Corona-Pandemie hat maßgeblich dazu beigetragen, dass das Einkaufsverhalten starke Zuwächse im digitalen Raum zu verzeichnen hat. Dieser Trend spiegelt sich auch im Bereich Retail wider und beschert dem REWE Online Shop bereits heute hohe Zuwächse an Usern”, fasst Sven Angel, Lead Sales Customer Insights & Media bei REWE, die Entwicklungen der letzten Monate zusammen. Er ergänzt: “Wir sind froh, dass wir mit cmmrcl.ly einen kompetenten und innovativen      Partner gefunden haben, mit dem wir das Potential unserer Insights nun auch über die bisherigen Maßnahmen hinaus für Werbetreibende nutzbar machen können.”

“Wir wissen genau, wann welche Produkte im digitalen Einkaufswagen liegen und nutzen diese Insights für den Aufbau spezifischer Zielgruppen. Von individuellen Produkt-Zielgruppen bis hin zu echten Haushaltsführenden ist alles möglich. So präzise war Markenbildung in den relevantesten FMCG-Zielgruppen noch nie”, sagt Max Poth von cmmrcl.ly, die ihre dezidierte Expertise im Bereich Adtech, Walled Gardens sowie Mediaplanung und -steuerung in die Partnerschaft einbringen. ”Gleichzeitig gilt für uns: Datenschutz hat höchste Priorität. Daher werden keine Individualdaten erhoben und analysiert, nur Gesamtsegmente mit mehreren tausenden Nutzer:innen”, stellt Max Poth abschließend klar.

ERFOLGREICHER KAMPAGNENSTART FÜR LIKEMEAT 
​Das Angebot scheint zur rechten Zeit zu kommen und einen Nerv im Markt zu treffen. Als erster Kunde konnte “LikeMeat”, Hersteller von Fleischersatzprodukten, das innovative Media-Produkt einsetzen. “Flexitarier:innen wirkungsvoll und Media-effizient anzusprechen, ist eine Herausforderung. Das Angebot von cmmrcl.ly und REWE leistet dies erfolgreich. Wir konnten als First-Mover mit LikeMeat sowohl unsere Brand Awareness als auch die Kaufwahrscheinlichkeit in dieser Zielgruppe deutlich steigern”, sagt Karola Kentner-Schütz, Head of Marketing DACH bei LikeMeat.

“Das erste Feedback aus dem Markt ist wahnsinnig positiv. Wir freuen uns darauf, das Produkt weiter auszubauen und damit unser Retail Media Angebot auf ein neues Niveau zu heben”, ergänzt Simon Sondern, Senior Manager Agency Relations Customer Insights & Media bei REWE. Buchbar ist das Produkt sowohl über REWE Customer Insights & Media als auch über cmmrcl.ly. 

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Über REWE:
Mit einem Umsatz von 26,5 Mrd. Euro (2020), bundesweit 161.000 Mitarbeitern und 3.700 Märkten gehört die REWE Markt GmbH zu den führenden Unternehmen im deutschen Lebensmitteleinzelhandel. Die REWE-Märkte werden als Filialen oder durch selbstständige REWE-Kaufleute betrieben. Die genossenschaftliche REWE Group ist einer der führenden Handels- und Touristikkonzerne in Deutschland und Europa. Im Jahr 2020 erzielte das Unternehmen einen Gesamtaußenumsatz von rund 75 Milliarden Euro. Die 1927 gegründete REWE Group ist mit ihren mehr als 380.000 Beschäftigten in 22 europäischen Ländern präsent. REWE Customer Insights & Media ist die Retail Media Unit der REWE und bietet Industriepartnern der REWE als auch deren Agenturen die Möglichkeit, datengetriebene Omnichannel-Kampagnen zur zielgerichteten Steigerung von Awareness und Abverkauf bei der REWE umzusetzen. 

Über cmmrcl.ly:
cmmrcl.ly ist ein Anbieter von digitalen Marketingprodukten und nutzt alle relevanten Social-Media-Plattformen, um datengetriebene, plattformübergreifende Ergebnisse für Marken und Agenturen zu erzielen: vom Branding über die Produktentdeckung bis hin zur Absicht und schließlich zur Aktivierung und Transaktion.

Time flies and the holiday season is quickly approaching its festive highlight: Christmas! With Q4 and Christmas being the most important time for many brands, it is also the most important time for social media platforms. It is the time when they are rolling out new features or concepts and are helping brands to better reach their (pot.) customers.
Improving their own social commerce capabilities is a major point on every platform's agenda and Pinterest marked off some timely ToDos right before Christmas. 

Improving the Social Storefront
One the essential differentiators  between just window shopping and buying is inspiration. The ability to discover and experience products easily is key. Pinterest made some interesting changes and additions to enable exactly this.
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​Merchant Storefront Profile
An updated profile enables brands to transform their shop tab into a storefront with featured in-stock products organized by category, featured product groups and dynamically-created recommendations. 

Product Tagging
A feature we all know from Instagram is the ability of brands to tag their own products in scene images. Pinterest is now testing this as well to make it more seamless for shoppers to shop from this scene and make that inspiration a reality.

Product Catalog improvements
Product catalogues are quintessential for any brand or retailer with huge amounts of different products. On Pinterest it is now simpler to upload those catalogues as well as keep them up to date with scheduling mechanics. IKEA used this functionality recently to upload over 130.000 products.

Collections are becoming an ad format
With the aforementioned ability to upload huge amounts of products, Pinterest is combining this with its current collection feature transforming this into its own ad format. Brands can now select a main asset and a corresponding product group to create an inspiring, multi-image ad unit. Additionally, Pinterest is launching the option to use video as a hero in a Collections ad unit to further tell a brand story.

Conversion Analysis
Introducing a visualization tool a more granular look into conversion performance is now possible. Brand can see how customers are completing their path to purchase - all summarized in a familiar funnel.

None of those features are game-breaking for advertisers as most of them are already known from other social media platforms. However they further solidify Pinterest position as significant part of a brands own social storefront.

Stay cmmrcl.ly impactful!

Sources: https://newsroom.pinterest.com/en/post/pinterest-launches-new-commerce-tools-for-merchants-to-curate-feature-and-measure-their

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As all events these days, the Facebook Marketing Summit 2020 was in full grip of the Covid-19 pandemic. Turned fully digital, we were in the convenient situation of leaning back in our remote office chairs and listening to the (marketing wise) most important topics to Facebook. Those were quite diverse, however we want to focus on one particular issue in this blog post: "discovery commerce".  Under this term Facebook is fusing multiple topics which are happening within our behaviour as consumers as well as the commerce space. 

The shift towards online shopping is happening for quite some time now and the global pandemic has simply accelerated this shift. For advertisers this is a significant disruption as it changes the consumer journey as we know it: “Instead of consumers finding their preferred products, their products are finding them.” While e-commerce comes directly in mind when thinking about online shopping, it is already established and limited on searching and purchasing through a website. Customers will mainly encounter products they already know and are actively seeking out. However, it needs way more to create demand in this new reality. That's where "discovery commerce" shines. It lets "products find people so they can discover (and potentially buy) things they are most likely to love".

To help a company’s products find the right people, Facebook is supplying a set of tools within its “discovery engine”. Those are clustered in four pillars:

Rich Data
“Nobody knows your customers better than you.”. In other words: If you know who your customers are (CRM, Tracking etc.) or what characteristics they have (interest, behaviour etc), Facebook is offering ways to utilize this data to target specific audiences most relevant to you.

Sophisticated Advertising Tools
“...with some help from machine learning…”. With its algorithmic power Facebook is able to utilize the various signals advertisers are getting back to constantly improve optimization and hence becomes better at “turning desire into demand”.

Engaging Shopping Experiences
“...with your own digital storefront, people can be easily moved from discovery to purchase…”. Facebook and its family of apps is already the digital place where people are engaging with your brand and products. Enabling them to nearly frictionless take the next step, offers great potential.

Secure Data Handling
As data security is being watched more carefully from various stakeholders, Facebook is highlighting the system being rooted in privacy. 


Why do we find this so interesting:
First of all, it appears that someone at Facebook is closely following our blog: Having a top view, Facebook is offering its own perspective on the importance of social commerce. They are simply dressing the topic within a facebooky wording. 
To be honest we believe this is quite a smart choice:

1. With “discovery” commerce they have a phrase without much prior baggage. They can coin it the way they want people to think about it.
2. They are playing to their own strength as every commercial interaction needs to start with discovering a brand/service/product. Facebook's family of apps is really good at every step of the funnel, however they are exceptional at letting people discover new things.
3. The last and probably most important reason is the deliberate highlighting of the difference between discovery commerce and eCommerce. Simply by hearing the word “commerce” many people immediately think about searching and purchasing through a site. However the act of selling products encompasses so much more than just the parts eCommerce is able to accomplish. There are so many different steps that need to happen before people decide to purchase something. The phrase discovery commerce is able to transport this overarching perspective on the whole process really well.

With Facebook running ads (even on competitor networks) about discovery commerce, we know they are really serious about the topic. The considerable push we can expect for social commerce in general will be great for everyone! We are excited to see what they are able to accomplish!

Stay cmmrcl.ly impactful!

Sources: 1.) https://www.facebook.com/business/c/discovery-commerce  2.) Turn on discovery commerce - Driving demand through shopping serendipity

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​Huge digital malls with unlimited storefronts: strength and weakness at the same time. The need to stand out from the crowd. This is a lot to process, so let us compare it to something we know and understand quite well: actual malls.

For many of us malls were a place to hang out, windowshop and of course buy products. We used to spend whole afternoons in malls, strolling through the hallways, trying to figure out which of the many storefronts is worth visiting. Changing the perspective to the shop owners. We see that they face their own set of challenges. What is best shown in the storefront to entice people to come in. Which of my products attract the most people? How to best allocate shelf space between my various suppliers? Who are the people who just windowshop and who are the actual buyers? 

Social Media platforms recognize the challenges for both the consumer and the brands/shops. With their advertising capabilities they are offering tangible value to both. As a consumer I can configure what kind of advertising I want to see and get advertising that is relevant to me and as a brand/shop I can identify the people with the highest value to me and showcase them the products with the highest value to them. 

The advertising possibilities on the social media platforms are constantly evolving and getting more complex. To understand what is actually possible is the first step in escaping the social storefront dilemma. As we are trying to help you navigate, we compiled some of the most important features. 
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​Targeting - Reaching the user that is most relevant to you
This is a bold claim, however with their walled garden structure and the ability to collect user data, social media platforms are in a good position to actually meet that. All platforms have their own capabilities (with differing degrees of sophistication), but we can cluster them into 3 categories:

• Based on on-platform data: As consumers we interact with topics, take part in conversations, follow people/organizations/brands, watch content etc. This behaviour reflects our personalities and interests, offering brands a great way to target customers based on individual characteristics.
• Based on off-platform data: Every relevant social media platform offers ways to target people based on their off-platform activities. The easiest way is via tracking pixels/SDKs. This way advertisers are able to retarget people based on their activities within their website or app. Additionally CRM-data, advertising IDs etc. can be used.
• Prospecting/Lookalikes: The last category is somewhat built on the two others. Interest based targeting is not always the best way to identify the most relevant users. The fact that I am interested in smartphones does not necessarily mean that I am in-market for a new one. The fact that I’m not interested in underwear does not necessarily mean that I’m not wearing any. Lookalikes based on actual behaviour e.g. ad-engager or purchaser are often a good way to have a more data-driven approach to targeting.

Ad formats - The ubiquitous storefront
Knowing the right customers is only part of the equation, as they need to be aware of the brand and products. This is where social media platforms shine. They created dedicated ad formats for specific advertising goals. From discovery and experience to consideration and purchase: users are in specific mindsets making ad formats specifically designed for those mindsets more successful. Looking at the most recent trends in social media advertising we see some interesting trends:

• The power of fullscreen discovery: With its story format Snapchat kick-started a new trend in 2016 and this year even LinkedIn launched its own version. Facebook/Instagram jumped early on this and TikTok broke onto the scene with a new approach to fullscreen video (prompting Facebook to launch its own version here as well). The reasoning behind it is as simple as significant: When having a fullscreen at your disposal, why not use it completely? Having this “real estate” enables brands to use the power of the fullscreen storefront to let people discover and experience brands and products. 
• The individual storefront: by using precise targeting, advertisers are not only able to reach users most relevant to them, but also tailor the storefront individually, making it more influential. Facebook, Instagram, Pinterest and even Youtube are offering Collection/Storefront ads, enabling advertisers to showcase their brand prominently, while offering direct link outs to the featured, individual products.
• Automated re-discovery: Remarketing was a big topic the last few years. However the social platforms are arguably best suited for it. As we spend 2.2h (on average) per day on social, it offers the best window to re-engage with customers already interested in specific products. The advantages are clear: Advertisers are not only able to retarget already interested users dynamically based on their own behaviour, they are also doing it with creative approaches best suited to the environment the users are moving within.

Algorithms - The almighty blackbox
Social media is almost a synonym for strong algorithms affecting our daily lives in 2020. In terms of advertising those algorithms are often mystified with their inscrutable ways. The platforms are of course anxious about keeping their proprietary algorithms as secret as possible. When managing many campaigns and understanding their workings though, the impact of those algorithms on the outcome is undeniable. However, as it is the case with every tool, you need to understand how it works and how it is supposed to be used. One of the key trends of the past years is the land grab by the social platforms. They requested ever more control to be passed to their algorithms and were taking it away from brands/shops. It is imperative though, that even if these autopilot systems work well, brands/shops do need to understand their workings to leverage them for their own objectives.

The social storefront dilemma is something every brand has to overcome. Getting the required visibility for one’s own brands and products is a real challenge, but with the right usage of their efficient advertising tools social media platforms are offering the right path to drive actual return! 

What social platforms are offering is unprecedented in many ways:  They have the place, form and tools to showcase the right brand and product to the right customer in the right way.

Stay cmmrc.ly impactful

Within our last blog posts we learned some fundamental things characterizing social commerce. Summing it up briefly: Social Commerce offers unlimited storefronts to let users discover, experience and purchase products! In this blog post we want to dive deeper into the implications of those infinite virtual shopping streets.

Hearing the term "unlimited social storefront" is great as it solves a huge challenge for physical storefronts. If you wanted to be successful back in the times, you better have a storefront at the high-street, otherwise you struggled in reaching potential customers and letting them discover your products. Social platforms solve this challenge as brands are able to build their own social storefront without major limitations.

However the biggest strength of this unlimited social storefront is also its biggest challenge: It is not limited for anyone. Since there are virtually no barriers to entry, every brand, big or small, can utilize this potential to engage with customers and let them experience the brand and products. These substantially lowered barriers to entry also mean that competition moved from the group of shops which clustered around high-street to a national, regional or even global set of players.

To have the ability to showcase brand and products is great, it will not lead to anything by itself though. You need to reach the right people and catch their attention as well. But with our attention being limited, this is the much harder part. On the one hand our attention is limited naturally, as there are only 24h a day of which a large part is already consumed by activities like sleep and work. On the other hand, platforms are actively managing how we "spend" our attention and there is a good reason for that. The time we are spending on their properties and the attention we are offering are the most valuable resources the platforms have. Our data for example is also highly valuable, however, this is mainly a product of us spending our attention. Keeping in mind how most platforms finance themselves, namely advertising, it is obvious why they are actively limiting organic reach.

Of course we are all commercial beings and we prefer to get stuff for free! However there is a significant upside to paying social media platforms for ads. Advertisers are not just getting more reach, they get equipped with much better ways of addressing and capturing users attention. Hence getting real opportunities to overcome the social storefront dilemma!​

If you want to learn more about the advertising possibilities social media platforms are offering, come by and read our next blog post!

Stay cmmrcl.ly impactful!

We are living in strange times. Technology is changing our lives at unprecedented rates and is offering opportunities we could only dream about 30 years ago. Maybe this extreme pace is one of the reasons why we like to dwell in memories of the past. One particular decade many of us like to think back to and that is influencing our lives again is the 90s. Especially the younger generations like not only to dress like the 90s but to shop like they are in the 90s. Do you remember the hay-day of QVC and HSE 24? Live TV-Shopping is back! At least somewhat and with a significant technological spin on it. Of course we are not watching TV anymore, we are watching livestreams on social media!

China is the trailblazer once again and for two years now, Chinese companies, influencers and everyone else who has something to offer is using livestreams to advertise their own products. Even the Chinese government has voiced its support, calling the industry the "new engine" of e-commerce growth.

With China leading the way, the US are of course the next in line following this footsteps. With "NTWRK" a new player is entering the livestream market: "Our goal is to become a massive marketplace". NTWRK is combining the power of engaging content and the influencers creating it, with desirable and exclusive products. Those products are limited in number and availability time frame, increasing their desirability and leading to high velocity in transactions.

Those opportunities did not go unnoticed by the big players in the social commerce market. Amazon has a streaming platform, which hosts daily live shows on fitness, makeup, cooking etc. The hosts are talking about certain topics and matching products are shown directly below the video. Easy to access, easy to purchase.
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With its "Shops" feature Facebook is going down a similar route. They are making it easier to shop for products in real time. Sellers, brands and creators will be able to tag products from their Facebook Shop or catalog before going live and those products will be shown at the bottom of the video so people can easily tap to learn more and purchase.
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As live-streaming becomes more popular it will be only a matter of time until more platforms will be offering similar product integrations into their streaming possibilities.

Stay cmmrcl.ly impactful!