U Stores / Fresh Perspective
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world
Supermarket uses Snap’s Spectacles to increase transparency
French supermarket chain, U, is using Snapchat to prove to customers how fresh its fish is.
Working with agency TBWA\Paris, the brand gave a pair of Spectacles – sunglasses made by Snap Inc. with a built-in camera that connect directly to your Snapchat account – to one of its fishermen, one of its buyers and its fishmonger so they could record themselves catching, buying and preparing the fish available in the supermarket that day.
The supermarket’s customers could access and watch these videos by scanning the Snapcodes (QR codes that link to a Snapchat account) on labels at the fish counter.
Snapchat Stories last for 24 hours, so Snapcode labels were only put behind the fish that had been caught that day so the Fresh Stories became proof of how fresh the fish were.
Contagious Insight /
Well-timed transparency / According to data science firm Label Insight, consumers want brands to be completely transparent about food products, but also don’t trust brands to be completely honest. The Label Insight Transparency ROI Study, a survey of more than 2,000 people, found that customers ‘want to see everything from a complete ingredient breakdown to sourcing information’ and ‘if a brand doesn’t provide them with this information consumers will look elsewhere for it’.
– Label Insight Transparency ROI Study
73% of consumers are willing to pay more for a product if the brand is transparent
If a brand is open, however, it can have a positive impact not only on an individual sale, but also on customer loyalty. Thirty-nine percent of respondents said they would switch to a new brand if it offered full product transparency. And 81% said that they would consider a brand’s entire portfolio of products if they switched to that brand as a result of increased transparency, which means the positive impact of the Fresh Stories campaign would not be limited to U’s fish sales. Plus, Label Insight’s study also found that 73% of customers were willing to pay more if the brand is transparent.
With this campaign, U has also found an effective way to be transparent at the time when it matters most – when the customer is deciding whether to buy. The ephemerality of the Snapchat platform allows the supermarket brand to show it has confidence in the freshness of its products, while also providing concrete evidence that the fish is as fresh as it’s advertised to be.
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.