The Impact of Mobile on CPG CRM Strategy: A Kraft

CASE STUDY ON MOBILE CRM
THE IMPACT OF MOBILE
ON CPG CRM STRATEGY:
A KRAFT CANADA CASE STUDY
Diane Lee, Katrina Engelman Abstract: Kraft Foods has been a pioneer in the online and content publishing space, offering online branded content through its customer relationship management (CRM)—or as Kraft Foods defines it, consumer relationship marketing—
activities since the 1990s, launching kraftcanada.com in 1997 and “what’s cooking” and “qu’est-­‐ce qui mijote” magazines in 2000. Kraft Canada has also had Facebook pages in French and English since 2009 and 2010, respectively, and a YouTube channel since 2011. It has expanded its platforms in mobile as well. As a leading consumer packaged goods (CPG) company, Kraft Foods has used the mobile channel to promote CRM since 1999. The following study explores the efficacy of mobile in promoting consumer acquisitions and cultivating loyalty through evergreen mobile programs and short-­‐term campaigns, with a particular focus on Kraft Canada and the Canadian market from 2005 to the present. Keywords: Kraft Foods, consumer packaged goods, customer relationship management, consumer relationship marketing, mobile strategy, mobile web, mobile application, SMS, QR codes, Microsoft Tags, Millennial Generation INTRODUCTION Kraft CRM is a centralized division within Kraft Consumer Experiences at Kraft Foods, has said, Foods supporting all of its consumer brands through “There’s no question that as marketers, certainly we key shared investments. Kraft Foods is the largest food need to depend on numbers, but we can’t forget and beverage company in North America and the about our gut instinct. My gut instinct as a marketer is, second largest worldwide (Forbes, 2012). In the if I can get a consumer to engage with my content and Canadian include my platform in this multitude of high-­‐value tasks, it is kraftcanada.com, what’s cooking and qu’est-­‐ce qui going to deepen my connection with that consumer. mijote; the United States market has kraftfoods.com When he or she is considering purchasing a product and comidakraft.com, food&family and comida y within a category that I offer, I think his propensity to familia magazines. Each also has an email and CRM consider a Kraft product increases because of that registered subscriber database. The brand’s overall engagement” (Peterson, 2011). mobile marketing objective is to: “Use mobile to accelerate our vision of becoming the indispensable as a platform on which to test and learn, it began food resource for all consumers’ meal planning, investing in mobile in earnest in mid-­‐2008. The brand preparation and shopping needs—making their lives saw what it believed to be an incredible opportunity easier and more delicious, anytime, anywhere.” An to connect with the consumer closer to the point of important part of achieving this vision is innovation, purchase in a highly relevant manner, through new which has always been a driving force in Kraft Foods’ and extraordinary experiences. Kraft Foods’ initial marketing endeavors. motive was, and continues to be, to better connect market, these brands Ed Kaczmarek, Director of Innovation and Though Kraft Foods first looked at mobile in 1998 with its consumers, with the ultimate goal of driving Mobile Marketing Association 5 IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 loyalty and bringing them value above and beyond just accelerated desire in an age of on-­‐demand delivery the Kraft product itself (E. Kaczmarek, personal (Willis, 2012). Multiple studies over the last two communication, March 22, 2012). decades show that people seek out media and content Principles of CRM to meet the need for immediate utility and inspiration. CRM involves the deployment of strategies, Willis (2012) continues, “Consumers interact with processes and technologies to strengthen a company’s content looking for task facilitation, emotional relationship with consumers through every phase of gratification or both, so a brand’s content strategy the purchase cycle, from marketing and sales to post-­‐
should address these requirements, which will sales communications (Chan & Lam, 2004). It is a facilitate loyalty building.” For Kraft Foods, an example means by which brands can provide better service, of content in context would be a recipe for a improve and manage customer expectations and consumer interested in making chicken for dinner with promote loyalty through customized offerings. In a limited number of ingredients, in 30 minutes or less, essence, CRM approaches are built on the concept of delivered to his or her mobile device via Web or relationship marketing, which embraces strategies of application. personal and ongoing exchanges with customers for brand management, feedback, knowledge acquisition, consumers who are frequent users with a high and 2002). purchase rate and strong brand loyalty, and, as Knowledge acquisition enables companies to gather previously stated, in need of on-­‐the-­‐move services for better information about their customers through spontaneous shopping (Chan & Lam, 2004). The first some type of self-­‐disclosure, while customer step toward a mCRM solution is building a consumer differentiation allows companies to offer services that database. This involves (1) building a database of match different customer needs and values (Chan & consumer activities, (2) analyzing the activities, (3) Lam, 2004). Moon (2002) further states, “The determining the target consumers, (4) developing a relationship marketing process involves an iterative tool to reach those consumers, (5) implementing cycle customer privacy issues, and (6) defining metrics for measuring differentiation, and customization of the entire the success of the CRM program. After understanding marketing mix.” the target audience’s activities, the company can proceed in creating mobile products and services customer of differentiation knowledge (Moon, acquisition, The mobile channel has become an essential tool Mobile CRM (mCRM) is most effective at targeting for building such consumer relationships. As Kannan et (Winer, 2001). al. (2001) point out, mobile and wireless technologies Channel Integration enable companies to (1) personalize content and services, (2) track consumers or users across media content delivery, though it is most effective when and over time, (3) provide content and service at the integrated with other media channels to enhance and point of need, and (4) provide content with highly bring an otherwise flat experience to life in the digital engaging characteristics. Anckar and D’Incau (2002) space. Understanding the strengths and weaknesses further emphasize that consumers are most interested of different marketing platforms and how those in services with high mobile value that meet platforms work together is critical to successfully spontaneous and time-­‐critical needs. delivering content. Each channel has its role to play on To be clear, fundamental consumer needs have a continuum that might include direct mail, print, not changed, they have simply evolved into acute, tablets, smartphones and the web, and it is a mistake Mobile Marketing Association 6 Mobile can be used as a standalone solution for IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 DEVELOPMENT OF KRAFT CANADA MOBILE CRM STRATEGY: A SIX-­‐PART METHODOLOGY Brand and Business Understanding to assume that one platform is interchangeable with another. Ideally, the channel mix allows the brand to tell a whole story, leveraging, for example, the emotional investment of print, the inspirational and reevaluation of its mobile offering and the strategy transactional power of the tablet and the mobility of behind it to determine the new direction in which the the smartphone (Willis, 2012). company and its brands were headed in the handheld According to Willis, best-­‐practice strategy in space. This included looking at the overall digital and content channel integration and optimization includes content strategy, considering updates to the five principles: 1.
company’s interactive assets and tactics and Leverage and balance the relative strengths examining the relationship between the corporate of each medium, considering dominant need state solutions—education, CRM team and Kraft brand managers. inspiration, entertainment, provocation, action and competitive food space on mobile: Nestlé, Tyson Optimize content for the unique consumption Foods Inc. and Pepsico Inc. were the other major habits of each channel—the medium must industry players in North America at this time (Fusaro, augment the message. 3.
2009). In the United States, Nestlé had just released a Encourage multi-­‐channel engagement; multi-­‐
Flash-­‐based mobile application (Butcher, 2009) and engaged consumers are almost always more was beginning to run promotional mobile campaigns valuable. 4.
and sweepstakes around its brands (Tsirulnik, 2009). Create links between channels and ensure Tyson Foods started to offer mobile coupons later in they reinforce one another (e.g., animate the year (Butcher, 2009), while Pepsico already had an print; make it actionable through SMS or QR established mobile presence globally and was a finalist codes). 5.
In addition, it was imperative to conduct a significant competitor analysis in the highly transaction. 2.
In 2009, Kraft Foods invested in a complete for the 2009 Mobile Marketing Association (MMA) Continually collect and apply consumer data. Awards in six categories on multiple continents, For Kraft Foods, mobile still remains a including Best Mobile Campaign Overall (Mobile comparatively small portion of the overall marketing Marketing Association, 2009). Fortunately for Kraft mix. The brand invests heavily in a variety of media Foods, despite the quantity of these competitive channels, including television, print and digital. efforts, the individual campaigns were in no way However, the key to the company’s marketing success connected as part of a larger story. It was, therefore, has been to use mobile and these other mediums in to the company’s advantage to create not just tandem for a 360-­‐degree, immersive consumer sporadic mobile initiatives, but a rolling, 24-­‐month experience. Kaczmarek also sees the role of mobile overarching mobile strategy. growing more prominent with time: “Suffice it to say that mobile has become more strategic and will Willis (2012) says that a robust content strategy usually includes several expected content pillars, continue to gain momentum this year and in the covered by competitors, combined with proprietary future” (Peterson, 2011). features that set the brand’s offering apart. For Kraft Foods, a mobile leadership benchmarking exercise clearly established that a key area of concern was the lack of breadth of the company’s mobile offerings. Mobile Marketing Association 7 IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 Kraft Foods’ niche marketing position, limited to the User Mapping iPhone at the time, was disjointed with its vision of meeting all consumers’ needs. Specific audiences (e.g., brand’s overall media mix, the intended users’ usage English-­‐speaking Canadians versus French Canadians) habits must first be determined. This way, the best needed to be approached differently in mobile, mobile tactics can be selected to complement the key considering characteristics, demographic life stage characteristics, challenges, ethnographies, print and email programs, as well as attitudes, behaviors, preferences and content needs mass-­‐market users of SMS and shopping tools. to deliver tools and information via the most effective Nielsen was the first third-­‐party audience means possible. For example, if a population is known measurement company to release findings specific to to use SMS as its primary method of communication, a the Canadian mobile market in the first quarter of brand should take advantage of text messaging calls to 2009, stating that the country was experiencing similar action rather than using, for instance, an augmented trends to those driving mobile Internet growth in reality application to market its product simply other markets: smartphone adoption, unlimited data because the latter is a new and interesting technology. plans and consumer advertising campaigns to raise Content awareness of mobile phone capabilities (Nielsen, permanently changed and is still evolving. It differs by 2009). Eric Puterbaugh, director of client services for gender, generation, channel and personal preference. Nielsen Online observed, “The mobile market in For instance, women prefer instructional or Canada has grown rapidly since we first reported on inspirational content that is actionable for them in the data in Q4 2008. Every country has unique needs their daily lives, ideas that are realistic and attainable. for mobile audience measurement driven by carriers, Anything overly-­‐aspirational may fail to engage them handset availability and media brands focused on their and can sully the brand (Willis, 2012). Furthermore, market. While we see many global media properties women value personalization, which, as stated earlier, on the list of sites, Canadian media brands are actively is one of the fundamental achievements of mobile extending their reach into the mobile channel.” CRM. According demographic to the Canadian Wireless In order to successfully integrate mobile into a consumption has fundamentally and Kraft Canada’s key demographic for mobile is Telecommunications Association (CWTA), in 2009 “Millennial Moms,” mothers aged 25 to 35. Otherwise there were 22 million mobile subscribers in Canada, known as Generation Y, members of this generation more than 66% of the Canadian population, expected are observed to be technologically savvy and prone to to reach 30 million by 2014. Additionally, 75% of all multitasking. In 2004, Apple Canada released a Canadian households had a mobile phone at this time perspective on the Millennial Generation as teenagers, (mobiThinking, 2010). The top mobile phone models in finding them to be highly goal-­‐oriented multitaskers use were the Apple iPhone 3G, BlackBerry 8100, LG who pursue many goals at the same time, staying in Rumor Series, Motorola Razr V3 and Motorola KRZ R touch with others while gathering information about Series (Nielsen, 2009), a range of high-­‐end various topics that interest them. They also use smartphones and lower-­‐end feature phones, the technology at higher rates than people from other usage habits of which Kraft Canada would have to generations. The use of cell phones rose from 40% to identify, address and plan for, among other key 50% in two years, but more than doubled among demographic characteristics. teens, and 47% of them used interactive screens compared to 30% of Gen Xers. (Apple Inc., 2004). Mobile Marketing Association 8 IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 Millennials, Apple concluded, represent enormous buying power; they create, share and research things actually present a marketing conundrum, as Quebec that are important to them, and they know how to get lags behind Canada as a whole in mobile usage and information when they need it. digital media adoption in general (BBM Analytics, Willis (2012) continues, “The Using mobile to reach these Francophones can Millennial 2010). In 2011, the CWTA found that only 21% of Generation provides the most striking example of how Quebecers (versus 29% of total respondents) used a people consume and digest information in the digital mobile Web browser or apps, 15% used their phones age, and the clearest view into the future. Content to conduct online searches (versus 25% of total consumption has met and married multi-­‐tasking. respondents) and 26% were smartphone owners Millennials are mavens of multi-­‐device or transmedia (versus 33% of the total). In addition, when asked if consumption, often using two or three devices at a they would be interested in receiving mobile coupons time.” Even as teenagers, Apple (2004) noted, “This from retailers in exchange for receiving ads on their most technologically advanced, collaborative, and phones, only 9% of Quebecers (versus 12% of the communicative generation to date is bringing its total) responded positively. Nevertheless, this unique sensibilities to the dinner table,” a behavior segment of the Canadian population cannot simply be that Kraft Canada has continued to help cultivate ignored, and Kraft Canada made the decision to among Millennials in their adulthood. provide a dual-­‐language mobile offering. Strategic Framework The target market of Millennial women is divided into English and French speakers, a factor that Kraft Canada needed to consider early on. As eMarketer the initial stages of the strategic process, Kraft Foods (2011) points out (Figure 1), Canada’s status as a instituted an overarching mobile CRM strategy for its country with two official languages presents a Canadian user base. The core components included: significant challenge for marketers. According to 1.
With the insights and understanding gleaned from 1. No Mobile Left Behind.™ Kraft Foods had Statistics Canada’s Canada Year Book 2011, 22% of the previously been in the mobile space with a highly country’s residents, including approximately 80% of niche offering; mass, scale and reach were required. Quebec, were French speakers as of 2006. Knowing that Canadians use a wide range of handsets, Figure 1: Interest in mobile ad offers in Canada the company adopted the mindset that all consumers, regardless of the devices they use, should be able to access the brand from their phones (Ahonen, 2010; The Mobile Marketing Blog, 2010). Associated tactics included: a.
An SMS CRM database and brand marketing platform. b.
Tiered mobile websites for all mobile browsers to provide the richest experience possible. c.
BlackBerry and Java. d.
Multiple languages and interfaces for Canadian English and French. Mobile Marketing Association Multiple application strategies for iPhone, 9 IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 2. Cross-­‐media integration for awareness and Kraft Foods’ mobile CRM strategy brought usage. Kraft Foods was not using its assets to cross-­‐
together all that the company and its brands had as promote mobile or connect the dots to gain critical assets, as well as everything that had been done by mass. To support the company’s core CRM strategy in the company in mobile to date. It capitalized on the content creation and distribution across all channels, opportunities brought to light from the preliminary integration of mobile with the other mediums, such as research stages and provided a roadmap with which print, was required. Kraft Foods could most effectively navigate the CPG mobile landscape. 3. Delivery of valuable and accessible content. Kraft Foods’ former offering was narrow, food recipes Ideation only. There was significant room for innovation and content development, so an entire content Foods entered into an intense period of ideation, development program was proposed to create a continual research and exploration. The food marketer portfolio of compelling mobile content platforms pinpointed the mobile Web, mobile applications, SMS ranging from the simple and inspiration to the deep and two-­‐dimensional (2D) codes as necessary channels and functional. This involved: through which to engage consumers on the go, and 1.
2.
Personalization of all touchpoints. With such conducted brainstorming sessions to discuss and flesh a small screen, it is critical to minimize the out the varying opportunities for each. In addition, steps it takes for the consumer to get what he Kraft Foods periodically held what it referred to as or she wants. Customization is key and could Innovation Summits: all-­‐day internal meetings to include tailored content by age, cooking skill, evaluate not only immediate, practical mobile life stage, budget, diabetes and other health-­‐
solutions, but also “blue-­‐sky” initiatives, campaigns related limitations, etc. and programs for the future that would push the Location-­‐based content offerings (e.g., local boundaries of what had already been done in mobile retailer integration, couponing, etc.). 3.
by CPG brands to date. In time, the Innovation Mobile social tools and experiences to tie Summits also became occasions for reviewing the together mobile and digital CRM. 4.
performance of Kraft Foods mobile properties, with Integration of mobile into loyalty and conversations around how to improve or alter them to advocacy programs. Upon establishing the strategic framework, Kraft better serve users. 4. Connecting the dots. From inspiration and Content and Engagement Plan planning to purchase, Kraft Foods needed to build a Willis (2012) emphasizes, high-­‐potency content is single mobile platform that would take users from a strategic asset that both enhances and differentiates idea to store. The results from the company’s earlier a brand. Content that encompasses a range of value-­‐
competitive analysis indicated that tying these stages added services—information, tools, connections and together in a holistic user cycle in one location was entertainment, for example—fulfills human needs and missing and would be invaluable. enriches the brand experience. Kraft Foods 5. Placing clever bets on innovation. To stay determined that its consumers most want mobilized ahead of the competition, it is necessary for Kraft recipes, customized text message alerts and utilitarian Foods to always be vigilant about next-­‐generation tools with which to bookmark favorites and create technology platforms and creative campaigns. shopping lists, for example. To meet these consumer demands, Kraft Foods needed to delineate which Mobile Marketing Association 10 IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 functions and features would be most appropriate for •
Achievement of “high-­‐value tasks.” The types each mobile property in order to provide content in of tasks Kraft Foods wanted users to perform context. The Recipe Box and Shopping List features, (e.g., view recipes, add to Shopping List, send for instance, would be made available on the mobile to friends). site and application, and would, in fact, be •
synchronized with user login. The application, brands. however, would also have to boast other unique, native features to distinguish the experience from that These benchmarks continue to allow Kraft Foods to assess, adjust and improve upon its mobile of the mobile site, to complement rather than experience. In order to stay relevant with consumers, replicate. ROI. Dollar value returned, media value to the the brand must always be evaluating and updating Moreover, interactive content, especially on such components as the user interface, user journey, mobile, must be dynamically updated to remain copy and images, while also considering the use of relevant, accurate and engaging. Content that new technologies in future activations. provides immediate and/or ongoing utility is one of Kraft Canada Properties the most prized content types, Willis (2012) says, and tools can be as simple as a recipe finder or as complex When Kraft Foods updated its mobile strategy in 2009, it already had a limited mobile Website in the as a personalized health plan generator. It must be United States (m.kraftcanada.com) based on the instantly accessible (via search and multiple channels) Yahoo! Blueprint platform, but inaccessible on many and quickly digestible, that is, scanable, visual and handsets. To reach the rapidly growing 66.4 million direct. A new mom does not have time, or even two free hands, to read a long content segment, but she is (Figure 2) (eMarketer, 2011), North American mobile hungry for information. Whatever media or devices Figure 2: Mobile Internet users in North America are on hand must suffice, and the interface and interaction must be easy and intuitive. Measurement According to Willis (2012), in order to measure content engagements accurately, a brand must (1) identify and track all content attributes, (2) track the contextual attributes in which the content is presented, (3) record the resulting consumer engagement and, where possible, (4) capture related consumer expenditure information. During the Web users Kraft Foods needed to strengthen its strategic process, Kraft Foods established a set of overall mobile Web presence and rebuild the site to metrics with which to measure results. This included: render to all devices, in all territories, according to No •
•
Consumer acquisition. The number of new Mobile Left Behind.™ In Canada specifically, 21.3% of CRM registrants, unique visitors, downloads, mobile consumers (or 3.9 million Canadians) used repeat use and time-­‐spent rates. their mobile phones to browse the Web in the first Technology performance. Load times, crash quarter of 2009, having increased from 16% ratio, consumer ratings. penetration in the fourth quarter of 2008 (Nielsen, 2009). Mobile Marketing Association 11 IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 Kraft Canada, with learnings from the U.S. mobile storytelling arc. Consumers also expect a brand to site’s limitations, implemented a two-­‐phased mobile have something unique to offer versus their Web approach: (1) achieve speed to market by first competitors, or to provide the content in a superior creating a basic and highly functional site; (2) add fashion (Willis, 2012). It is also important to provide advanced browser interactivity for ultimate usability. variegated mobile experiences for consumers in order The former U.S. mobile Website offering had to performed sub-­‐optimally; tracking numbers were engagements. If companies want consumers to notice below goal and did not deliver acceptable returns on and remember branded content, Doug Rohrer, a investment. The key objectives of building Kraft psychologist at the University of South Florida, Canada’s mobile Web presence were to (1) attain advises, “Mixing things up is something we know is maximum traffic to the site and (2) promote user scientifically supported as something that boosts engagement. aims, attention,” and when people pay closer attention, m.kraftcanada.com was designed to render in English they learn better (Neighmond, 2011). To achieve this and French and included a variety of content. dynamic, Willis says, a multi-­‐channel content strategy Complementing the Kraft Canada desktop site, the can be used to present key content differently. mobile version offered a full catalog of recipes with Smartphone applications became just one of the overview, directions and nutritional information, platforms Kraft Foods chose to incorporate into its integration with Recipe Box and Shopping List, a home mobile channel plan. screen Recipe of the Day feature and search iFood Assistant capabilities. Consumers who are already familiar with the interface and services provided on a company’s America in December 2008, it was a paid, iPhone-­‐only Web site are likely to benefit more from its mobile application. Through successive iterations, it evolved site, say Chan & Lam (2004). into a free application available also on BlackBerry in The Kraft Canada mobile site continues to Canada as well as on Android (as an app and Recipe of experience healthy traffic volumes, which, since the Day widget) and Windows Phone 7 in the United December 2009, average more than 68,000 visitors States. It quickly became one of the top 100 paid apps per month, 45,000 of which are unique visitors and in the iTunes Store and was lauded by Apple for nearly 33,000 are new. The mean return rate of bringing an innovative approach to mobile CRM. “By visitors each month was 30 percent in 2010, rising to making the most of the groundbreaking features and 46 percent in 2011, and spikes in the number of user capabilities of iPhone, Kraft shows its commitment to visits have been observed to occur during the expanding its business through mobility and Canadian holiday months of September and innovation” (Apple Inc., 2012). December, with 53% and 66% growth in session activity respectively. application space in 1999 with an app called Kraft Application Evolution: Kraft Kitchens to iFood Kitchens for the Palm Tungsten W, i705 and Palm VII Assistant series handheld and Web-­‐enabled devices. Kaczmarek Consumers now expect to see device-­‐tailored notes, “It was purely a test-­‐and-­‐learn. There were no content rather than the same content replicated hard objectives set. Some of the core features were across multiple devices or channels, but taken very simple and telegraphic and are as relevant and together, the channels must reinforce a single meaningful to the consumer today as they were back To achieve Mobile Marketing Association these 12 avoid stagnancy and encourage repeat When iFood Assistant was launched in North Kraft Foods initially entered the mobile IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 Figure 3: Evolution of iFood Assistant in Canada: From left to right, versions 2.0 (in French), 3.0 and 4.1 then, Recipe of the Day, Shopping List, search” (E. iFood Assistant, version 4.1, still shares the core Kaczmarek, personal communication, March 22, features of its early Palm predecessor, Make It Now 2012). Indeed, 13 years later, the current format of (“Use ingredients you have on hand”), Recipe of the Day, and Monthly Best Bets (“Recipes for every targeting and consider the ROI” (F. Perkins, personal occasion”). communication, March 29, 2012). Frank Perkins, Technology Specialist in Kraft New versions of iFood Assistant have been Foods’ Global Digital Marketing Solutions group, drove released every year since its launch. The version 2.0 the Palm VII application project. He recounts, “I would update in December 2009 brought users enhanced say that we were ahead of our time in leveraging the content and was made available in Canada for the first scale and functionality of kraftfoods.com and time. Added features included offline access to extending it to mobile. The app was really just a Shopping List and Recipe Box, the ability to set recipe mobile version of the kraftfoods.com Website that and offer alerts, and new content sections such as was simplified to be used on the Palm devices. That Holidays & Entertaining and Budget Wise. Kraft Foods design pattern of leveraging a set of business services also released a free, limited version of the application from the Web on a mobile device remains the same; called iFood Assistant LITE, available for the iPhone you need to: (1) scale down the service to fit the and BlackBerry devices. Version 3.0, out nine months device type, both from a functionality point of view as later, improved the application even further, well as screen real estate, (2) ensure that the site will supplementing existing functionality with mobile run efficiently on a slower connection and (3) consider coupons and barcode scanning (U.S. only), What’s on how many consumers are using the device you are Hand, the ability to share recipes on Facebook, and a Mobile Marketing Association 13 IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 new home screen design with access to more Hyperfactory, 2011). This may have also been categories. facilitated by the fact that Canadian mobile usage is on High-­‐performing content is often layered, highly the rise. The CWTA (2011) found that 58% of visual, intuitively organized and/or tangible, Willis smartphone users had downloaded apps to their (2012) says. Online digital media, quizzes, slide shows devices as of March 2011. and recipe databases generate high page counts, outperforming flat content types such as articles. with Coupons.com and the Grocery IQ database. Additionally, an increasing number of consumers want Consumers can scan Kraft products to access printable experts to curate content for them: to select, organize coupons or sign up for SMS coupon alerts that drive to and archive it in an expert fashion, only presenting the the mobile site for downloadable coupons. Coupons most relevant, valuable and enjoyable content worthy can also be applied automatically to a selection of of consumer interaction. iFood Assistant contains no retailer articles; rather, any extended content is displayed in unfortunately, do not offer support for Coupons.com video format, such as how-­‐to videos and basic kitchen and Grocery IQ, so the feature was omitted from the tips, practical for the busy mom. With regard to Canadian edition of the app. However, this is not to curation, Kraft Foods’ recipe database consists of suggest that the desire for location-­‐based mobile more than 30,000 recipes; iFood Assistant contains coupons is not there. The CWTA (2011) reported that around 7,000. Considering the varying preferences of 29% of mobile phone users expressed a significant its consumer groups, it is very important for Kraft degree of interest in receiving mobile information or brands to choose the most pertinent and appropriate coupons based on their current location. As an recipes to showcase on mobile. Knowing such alternative, Kraft Canada has experimented with other demographic disparities as eating and cooking habits, methods of presenting mobile offers to consumers, as well as dietary needs and preferences, helps Kraft such as through scannable codes in stores. Canada tailor its offering. iFood Assistant 4.1, released in December 2011, development of iFood Assistant was to enable the presents users with the most advanced functionality company to deepen consumer relationships and the app has had to date, with the addition of voice-­‐
implement new revenue streams. Its main objectives activated controls and in-­‐application purchase of were to add users to the CRM database, convert exclusive recipes from celebrity chef Marcus engagement to purchase and improve perceptions of Samuelsson. The voice activation component, Kraft Foods’ ability to be innovative. In addition to currently a U.S.-­‐only feature, allows for easier search, recipe content, iFood Assistant includes CRM Shopping List management and hands-­‐free recipe registration instructions. This newest version of iFood Assistant is kraftcanada.com, for users to create, share and save also free. Kraft Foods made the decision to offer the their best recipes. Since its initial release, iFood formerly paid app at no cost in order to increase Assistant has performed exceptionally well, increasing reach, instead charging 99 cents for the optional the CRM database to include new users and incurring Samuelsson recipe content pack. In response, the strong user engagement with high return rates. number of downloads the app saw in Canada for just Downloads of the app from 2010 to 2011 saw a 43% the month of December 2011 was nearly 300 percent increase annually, and downloads for the first quarter above the number of downloads for all of 2010 (The of 2012 have seen a 37% increase year over year. Mobile Marketing Association 14 In the United States, iFood Assistant is integrated loyalty cards. Canadian retailers, For Kraft Foods, the intention behind the options, fully integrated with IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 In 2010, iFood Assistant received a Bronze Edison Award for Innovation in Media & drastic rise in Canadian smartphone usage involved Visual social networks; 48% of owners used their devices to Communications in the Best New Product category access social sites, up 20% from the previous year (Edison Awards, 2010). (Ipsos, 2011). In iFood Assistant, users can share Personalization and Social Media Integration recipes and grocery lists through Facebook, Twitter, SMS and email. Kraft CRM tracks the click-­‐through rate The four most powerful loyalty drivers are a personalized brand experience, socialized brand of shared links via a URL shortener.
experience, universal brand access and consumer SMS recognition/reward. Brands seeking to build consumer Kraft Kitchen Concierge loyalty must offer high-­‐value and high-­‐potential consumers personalized brand experiences and in the United States in 2005 with Kraft Kitchen socialized brand experiences (Willis, 2012). The very Concierge, a CRM mobile recipe and ingredient list first personalized feature Kraft CRM incorporated into program. It was determined that SMS was a universal, any platform was Recipe Box, which debuted on the unique and powerful medium that would tap into the Kraft Interactive Kitchen Website in 1996. In 1999, the power of an always-­‐on, personal mobile device while functionality of Recipe Box was extended so users leveraging the assets of the recipe database with could not only add Kraft recipes, but also share their incremental gain for Recipes By Email (RBE) and own (F. Perkins, & R. Moda, personal communication, kraftfoods.com efforts. In a preliminary competitive March 29, 2012). Today, Recipe Box remains an analysis, the brand also found that SMS was largely important element of the desktop and mobile sites as untapped by competitors in the CPG category, though well as iFood Assistant. Julie Fleischer, Director of other food content providers were beginning to Content Strategy & Integration at Kraft Foods, says, provide such offerings on cable and in magazines “About two thirds of our recipes come from our (Kraft Foods, 2005). From this early effort, the member community. We’re thrilled that they share company would apply its learnings to future SMS their best recipes with us and each other and they campaigns in its Canadian territories. view our site as their own food community” (Gutman, 2012). create a mobile consumer experience that Kraft Humans are driven by emotion, especially feelings permission-­‐household individuals, those in the CRM linked to social or family relationships (Willis, 2012). database that have given permission to contact them According to Marcel Just, Director of the Center for via different communications vehicles, sometimes Cognitive Brain Imaging at Carnegie Mellon University, referred to as CRM consumers versus general “One of the biggest contributions of brain imaging is population in research, could interact with while to reveal how intensely social and emotional the shopping at the grocery store or on the go (G. human brain is. There is a constant tendency to be Boulanger, personal communication, March 21, 2012). processing social and emotional information. It’s there The resultant text messages would service those and it’s ubiquitous” (Ludtke, 2010). As a result, social consumers in the mindset to buy items or get recipe media has become the natural companion for mobile ideas to complete their meal-­‐planning needs. activations, fulfilling consumers’ innate desire to share Research indicated that the estimated size of information and events in real time, wherever they opportunity on a 7,000,000-­‐person permission are. A 2011 survey by Ipsos Reid found that the most household base was roughly 350,000 users and that a Mobile Marketing Association 15 Kraft CRM began exploring the capabilities of SMS The Kitchen Concierge program objective was to IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 new service extension would have niche appeal. versions of Kraft recipes. Kaczmarek relates, “We Further justifications for the program included the learned a lot over usage patterns, engagement and calculation that it would pay for itself while offering consumer preferences. All that learning went into our Kraft Foods additional revenue potential, and the impetus for developing iFood Assistant. You could say belief that SMS was the only CRM service that could it was our first inspiration to create something bigger reduce product substitution in store. and better. Ultimately, we were not pleased with the At this time, the U.S. mobile marketplace was consumer experience around SMS and providing scaling up. Mobile usage and penetration were seen to inspiration. We knew we had to do better if we be on the rise, and 22% of moms were texting once a wanted deeper engagement.” week or more (Forrester, 2004). Forrester projected that, by the end of 2005, there would be 179 million the Kraft CRM strategy to go beyond its previously mobile subscribers, 32% of which would be active limited mobile marketing reach and speak to the (sending or receiving) SMS users. Kraft Foods’ own audiences it needed to target, and not only those proprietary research aligned with these projections, using iPhones. Through text message alerts, the brand showing that 20% of permission households were hoped to increase traffic to the mobile site and using text messaging in February 2005, and 35% of increase registrations to the Kraft CRM database. To those would “definitely or probably use a Kraft SMS achieve this, the brand utilized a custom-­‐built SMS service” (Kraft Foods, 2005). platform with secured short codes for the entire company to use across all of its North American Kitchen Concierge was essentially an SMS dinner Still, in 2009, SMS remained an important part of search tool designed to provide Kraft consumers with brands (United States and Canada). last-­‐minute dinner ideas with corresponding lists of necessary ingredients. By sending Kraft a dinner SMS program for Canadian consumers in 2010 called request text message, users received a response from Make Tonight Delicious, in market for approximately the brand with a choice of dinner options. The one year. In Canada at the time, 29% of mobile users consumer would then select the dinner option that reported using SMS on a daily basis (Forrester, 2010). suited her and her family’s needs best and receive the Like the previous recipe alerts program, consumers associated ingredient list. Twenty-­‐five ingredient lists customized the day(s) on which they would receive were offered for five main categories—chicken, beef, the text messages, either five, three or one day per pork, side dishes and desserts—and all recipes week. Users who had opted into the program received contained roughly five main ingredients and took season-­‐appropriate approximately 30 minutes or less to make. pertinent to their daily dinner needs and quick and Recipe Alerts easy to make. Joy Henderson, Kraft Foods’ Digital In 2007, Kraft Canada began a test-­‐and-­‐learn SMS Marketing Manager, says, “We know it is important to project to find out how best to engage consumers be there with a relevant message when the consumer around food and provide inspiration via mobile (E. needs it. Overall, the key is to keep her needs at the Kaczmarek, personal communication, March 22, heart of the content” (J. Henderson, personal 2012). The company created a Website for consumers communication, March 29, 2012). to sign up for daily or weekly text messages. They Scannable Codes could choose what day(s) and time to receive the texts, which would then connect them to mobile became an increasingly popular way for brands to Mobile Marketing Association 16 Kraft Canada implemented another test-­‐and-­‐learn recipe ideas that were During 2011, QR codes and Microsoft Tags IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 bridge mobile and various traditional marketing about a product or service (eMarketer, 2011). mediums such as print publications, product eMarketer interpreted the numbers thus: “As with packaging, outdoor signage and more. According to usage of location-­‐based services, this reflects mobile comScore (2012), more than 1.4 million Canadian consumers’ desire to interact with companies in ways smartphone subscribers scanned QR codes with their that extend beyond passive recipients of ads.” mobile devices at least once in December 2011; In Store 329,000 Canadian smartphone subscribers scanned a QR code at least once a week during that month. right contexts provide maximum consumer utility, In Print enable deeper content enjoyment and facilitate Kraft Canada uses Microsoft Tags in addition to consumer content exchange (Willis, 2012). Kraft SMS calls to action in both of its quarterly magazines, Foods’ individual brands are encouraged to leverage what’s cooking and qu’est-­‐ce qui mijote. In 2011, each the Kraft CRM platform to further their messaging and issue featured an average of four Microsoft Tags and create richer consumer engagements at no additional six SMS calls to action, the Tags outperforming SMS by cost. For example, Cool Whip may be featured in an an average of 84% for the year in what’s cooking and interstitial banner within iFood Assistant, allowing 85% in qu’est-­‐ce qui mijote. Tagged content has users to add the associated product to Shopping List included extensions of recipes on m.kraftcanada.com instantly. Similarly, Kraft brands can also run QR code (including seasonal and holiday-­‐themed menu items), campaigns in stores, in conjunction with promotional cooking videos and recipes for specific brand products shelf talkers or at the point of purchase, taking on branded mobile landing pages (e.g., Triscuit consumers to a mobile site where they can access bouchées au brie et aux noix). exclusive information or offers and sign up for SMS or email alerts. In the CWTA’s 2011 survey, 23% of mobile users Marketers presenting compelling content in the said they would be interested in using their mobile During the summer of 2011, Kraft Canada ran a devices to scan 2D barcodes for additional information nationwide in-­‐store mobile program (Figure 4) with Figure 4: In-­‐store short code and QR code program Mobile Marketing Association 17 IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 Sobeys, a leading chain of grocery stores, the purpose Figure 5: Consumer’s receptiveness to brands’ mobile of which was to engage consumers at point of sale by offers. offering value-­‐added content associated with Kraft products. A mobile call to action at the register encouraged consumers to either text a keyword to the designated Kraft Foods short code or scan a QR code for the same result. Both drove to a campaign mobile site that was segmented into geographical regions, West and Ontario, for customized content and offerings in those locations. The QR codes were displayed in one region, the West, only as a test. These performed slightly better than SMS, with 54% of participants scanning the code and 46% following the SMS call to action. SUMMARY AND EVALUATION The overall effect of mobile on Kraft CRM has been to provide another touchpoint with which to develop and deepen its relationship with consumers (J. Henderson, personal communication, March 30, 2012). As a result of its achievements in the mobile answer has to be an app. There is a lot you can do with space, Kraft Foods received the Mobile Marketing the mobile Web and even push into HTML5. As Association’s Award for Overall Excellence in the Best marketers, we try to make things perfect, but with Use of Mobile Marketing in 2010. The brand was also mobile, you have to get out there and try it. There is ranked second in Fast Company’s list of the 10 most no question that Near Field Communication (NFC) is innovative people in food for 2011, for “recognizing going to play a future role in the whole mobile and targeting an underestimated demographic. The ecosystem. Something that’s also interesting to Kraft is company pioneered marketing to moms with some of mobile gaming and augmented reality.” the most inventive and effective digital marketing campaigns” (Fast Company, 2011). through Industry Implications utilizing the collective power of kraftcanada.com, The nature of mobile usage is shifting significantly direct mail and custom publishing to create and in Canada. Though overall mobile phone penetration distribute content. Mobile has become an essential has risen modestly, smartphone adoption has grown tool for driving innovation and scale of user rapidly in recent years and, along with it, the engagement for Kraft Canada on those various consumer’s receptiveness to brands’ mobile offers platforms, using such tactics as push notifications and (Figure Kaczmarek’s ad serving modules, for example. Kraft CRM’s push recommendation for other CPG companies is to invest notification strategy in particular is aimed at driving in making mobile activations more engaging and repeat usage of iFood Assistant by delivering daily interactive (Peterson, 2011). “That does not mean the content to users’ home screens. This is achieved 5) (eMarketer, Mobile Marketing Association 2011). 18 Kraft CRM brings value to its numerous brands integrated communications platforms, IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 through two separate messaging streams, Recipe of allow her to find the ingredients with ease and the Day and Dinner Tonight, with content that changes efficiency, and, at checkout, any applicable coupons daily. Users can set the frequency and delivery times clipped to her loyalty card from within the app would of the push notifications, specifying which day(s) of automatically be discounted from her total, which she the week they would prefer to receive them. The would pay by mobile wallet. At home, the recipe company currently sends more than one-­‐half million would appear on touchscreen displays around the push notifications throughout North America per consumer’s kitchen, providing step-­‐by-­‐step cooking month. instructions and, finally, at the end of the meal, she would be able to rate the recipe in iFood Assistant The future of content consumption lies in several intertwined areas: new media devices, changing and/or share it with friends on her social networks. expectations and consumption habits, and how consumer behavior and even human biology adapt to purely anecdotal, are not yet a reality, but the these changes (Willis, 2012). Content categorizations potential for such a deeply connected engagement is are changing as quickly as new content-­‐consumption there and not very far from coming to fruition. As devices appear; the Web and mobile communications mobile and wireless technologies become more have truly converged. Further convergence is ahead, advanced, CPG brands should think about ways to Willis adds. “Consumers will access content nearly enhance every aspect of the consumer journey in this exclusively via a set of two to three devices; likely a way, and sooner rather than later. tablet-­‐type device complemented by a smartphone. Recommendations for Future Research There will likely be a third, large, in-­‐home screen completing the device portfolio. Consumers will want enters the marketplace, brands must think about the universal, seamless access across channels and disparities between the two segments and how to devices.” adjust their CRM strategies to cater to a new What brands and mobile marketers now need to audience. Following Generation Y, Generation Z, or address is not simply mobile, but mobility. For a CPG “Digital Natives,” as individuals of this group are company like Kraft Foods, a truly effective CRM sometimes called, is highly connected, having had engagement in the near future might incorporate lifelong many screens in multiple locations. A hypothetical technologies such as the Internet, instant messaging, scenario might include a Recipe By Email delivered to text messaging, MP3 players, mobile phones, the consumer’s device while at work, which she could smartphones, touchscreen displays, tablets, Facebook, then share via SMS with each member of her family Twitter and YouTube (Grail Research, 2011). One for collective input. The required ingredients would marked difference between Generation Y and automatically populate in her Shopping List, accessible Generation Z is that members of the former on either the Kraft Canada mobile site or in iFood remember life before the takeoff of digital technology, Assistant, along with directions to the nearest grocery while the latter have been born completely within it. store. These directions would be synchronized with an As the introduction of these new technologies has in-­‐car display with turn-­‐by-­‐turn navigation. Once at changed the way consumers receive and process the store, the consumer might check in with information, Foursquare and receive a location-­‐based coupon. interesting theory: Our memories are being eroded by Meanwhile, a store map in iFood Assistant would incessant interruptions like texting, social networking Mobile Marketing Association 19 Certain components of the above vision, which is As Millennials grow older and the next generation use of communications recent neuroscience and media proffers an IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 and emails. Some neuroscientists believe our brains differently as a result of the technology they have are actually changing in response to these grown up with, and that their brains appear to operate environmental factors. In a study commissioned by differently. There is no reason to think this evolution Time Inc., neuroscientists wired two groups, will not continue (Willis, 2012). Looking toward the Millennials and Boomers, with a battery of biometric future, mobile will undoubtedly continue to play a technologies that tracked how subjects’ brains pivotal role in reaching consumers as an always-­‐on, responded and ever-­‐present communications platform that ties unconsciously. Early results from the study suggest seamlessly with social media, but brands will have to that there are profound differences in the way further explore the changing relationship between generations process media. Dr. Carl Marci, CEO and different digital channels. For instance, as more Chief Science Officer of Boston-­‐based Innerscope people read magazines on tablets, what will the effect Research, central to the study, believes the brains of be on scannable code usage? How will the growing Millennials are actually wired differently than those of placement of touchscreen interfaces in automobiles preceding generations. For example, Millennials and home appliances influence consumer engagement cannot live without their smartphones, incessantly and CRM? switch between media options and are indifferent to television. They average more emotional engagement, “Marketers need to make it easy to share what their but fewer peaks and valleys of intensity compared to Gen Z consumers love. Do not stifle conversation, nor Boomers. Boomers, on the other hand, are “digital attempt to control conversation about your products, immigrants” who are indifferent to their smartphones, encourage it. There will be bad along with the good, love television and are not as prone to media but it will be authentic. This transparency will multitasking (Willis, 2012). ultimately contribute to the long-­‐term success of your brand.” to media, both consciously Companies that expect Generation Z to be loyal based on a carefully crafted brand image and Diane Lee* Director of Marketing The Hyperfactory United States [email protected] Katrina Engelman Account Supervisor, Kraft Foods The Hyperfactory United States *Corresponding author marketing message will find that their effort is wasted; Generation Z simply does not buy it. Instead, the product itself is what is important, regardless of marketing campaigns (Savitt, 2011). They not only discover brands and products, but they evaluate them with brilliant objectivity, sift through them and share the results. There is no hiding from Generation Z, Savitt continues. They are extreme curators, sharing their thoughts and observations about everything online, from movies to books to clothes (and References: Ahonen, T. (2010). 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x/index-­‐eng.htm Mobile Marketing Association 22 IJMM Canada Issue, Summer 2012 Vol. 7, No. 1 Copyright of International Journal of Mobile Marketing is the property of Mobile Marketing Association and its
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