BJ’s omnichannel hybrid retail
Ahh, the dream of seamlessly combined Physical and Digital experience – It’s one that we, as marketers, have been chasing for years! The limitation, however, is that this hybrid advances at the pace of shopper adaptation.
The era when COVID overlapped with the US labor shortage provided a perfect opportunity to move “mobile in hand” shopping a step closer to mass usage.
Leveraging the strengths of physical and digital
The challenge was to find the right balance. While brands may delight in having a streamlined link between their package, merchandising, and digital assets – offering too much content would be unrealistic to the shopper’s needs and slow down their journey. For BJ’s omnichannel, we aimed for a 45-60 second engagement – just enough to ease concern, answer a question, or inspire with an unexpected usage or recipe.
The large cart stations, typically used for live sampling and demonstration, were retrofitted for maximum signage area.
The QR code CTA is placed at the ideal scanning height and size, encouraging guests to learn more.
The mobile landing pages are dedicated to brand engagement and may contain a chatbot for recipe inspiration, sweepstakes entry, or link to other brand-owned media.
FIJI is a great example of a brand that can lean on a digital experience to convey its differentiation from other waters. This landing page brought FIJI’s rich digital assets to life, featuring video, automated “chat” assistant, and BJ’s PDP details.
Purina brought two amazing programs to live at BJ’s! The Purple Leash Project help match adopted pets with domestic abuse survivors, and the Service Dog Salute (shown) raised funds and awareness to unite Veterans with PTSD support animals. They loved how we transformed their assets, we loved helping prompt their amazing causes!
Vita Coco ran two omnichannel promotions from Summer to Fall: a sweepstakes with fun prizes “For Sweaty People” and a back-to-school partnership benefiting “No Kid Hungry.”
