Last week we spent a lot of time scouring the aisles of Kmart, Walmart, Lowes, and Home Depot. No, we weren’t looking for a cheap DIY project; we were seeking inspiration around how customers transition from an in-store to an online experience.
What we found proved interesting. Most established, older companies chose to sidestep even mentioning a digital platform, while younger companies dove right in. However, not all that jumped were graceful. Here are the highlights of our afternoon outing – the good, the bad, and the downright ugly.
The Good
1. Hamburger Helper
Touching on consumer emotions, the “you choose” campaign puts the user in control, giving them a sense of accomplishment.
2. Matador Jerky
Hip, intriguing packaging + a seamless mobile experience = the DWW team high-fiving in front of a confused cashier.
3. New Belgium
Just like their witty Facebook page, New Belgium’s mobile experience entertains and provides value to the customer with videos and suggestions on what music, food, and books best pair with their brews.
The Bad
1. Keebler
Don’t get us wrong—donating cookies is nice. But why mention it to your customers if they can’t get involved or find out more information? The idea behind this campaign had the potential to build a strong online community around the brand; without a call to action, they didn’t really give it a chance.
2. Kohler
Maybe we’re just picky, but… (yawn). The package is fun and colorful; the mobile experience is just plain boring.
3. Annie’s
This is a nice idea, but their website is hidden at the bottom of the package amongst distractions. If you want to engage customers, we would encourage your call to action to be semi-noticeable.
The Ugly
1. Oreo
Other than there being no established value for the customer (e.g. what’s the point of going to the website?), the call to action is literally hidden behind a flap on the package.
2. InnovAsian Cuisine
There wasn’t any specified reason to scan the QR code on the package, but we did it anyways. What we got in return was a hard-to-read version of their webpage; however, the large chicken image made us realize it was lunchtime.
3. Chef’s Requested
Ding, ding, ding – we have a winner! We were “super excited” to see what delicious meals we could create using our beefsteaks, but alas… this account is closed. We’re calling this one a definite digital fail.
What We Learned
Encouraging your customers to transition from in-store to digital is tough. Learning from the mistakes other companies have made can help you form a digital experience that is fun, valuable, and entertaining for your customer. However, the biggest battle is getting them there in the first place.
Using an appealing and simplified call to action, empathizing with your target market, and providing value to the user all will enhance your brand’s success in creating a digital online community.
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