Seeking out value has become a crucial part of the shopping equation, with Aussies continuing to feel the pinch from high cost-of-living, and renters and mortgage holders alike looking at their budgets. A huge 93 per cent of Australians are worried about the impact of inflation, and 56 per cent of shoppers are comfortable changing stores to seek value*.
In response, IBA launched its value campaign in August 2023 with Cellarbrations ‘Spin To Win’, and The Bottle-O ‘Scratch And Win’. With joy and fun at its core, the interactive gamification of these campaigns allowed IBA to partner with valued suppliers through prizes,which included an escape to the luxurious Orpheus Island lodge, the ultimate grand final experience and more.
With 823 stores taking part, the campaign was delivered in full, through-the-line, with 23 million impressions being served across a six-week period. It drove 260,000 click throughs to site, and 200,000 plays across both Spin To Win and Scratch And Win, with punters playing an average of four times. Cellarbrations and The Bottle-O had strong growth versus the market, with the campaign a success for both retailers and suppliers.
Craig Payens, National Retail Merchandise Manager, IBA has shared: “We are seeing shifts in consumer behaviour; we know price, promotions and value for money are more important than ever before. We have seen growth in value, mid-strength, and mainstream categories, as well as pack formats that represent the best value for money. Being able to reward shoppers whilst leveraging our everyday low-price programs and insights around price elasticity has proven to be a successful strategy for our retailers and for supplier partners.”
Value is a key part of IBA’s strategy, and the campaign ran for a second time in February2024, but this time included IGA Liquor ‘Wipe To Win’.
Bianca Hopkins, Marketing Manager, IBA, shared: “The second time around has been even bigger, we had more suppliers partnering with the program and the shopper engagement statistics are tracking at a 100 per cent increase on August. Adding IGA Liquor to the mix has meant we have had six weeks of brand presence through the line and across over 1,000 stores.”
Across the three banners in February shoppers had the chance to win both aspirational prizes but also daily and weekly frequency prizes, with thousands of gift cards driving shoppers back into store. Hundreds of thousands of dollars’ worth of prizes were up for grabs with a trip to the Kentucky Derby, a getaway to the San Francisco SailGP, two Ultimate James Squire Dining Experiences, and so much more.
Value will continue to be a high priority for shoppers this year and IBA is proud to have presented three industry-leading campaigns to truly reward shoppers and set up our suppliers and retailers for success.
*Circana & Growth Scope: Liquor Market Moves 2023 | Part 1 – Liquor Market Performance – Page 7
Circana Shopper panel report : Cost of living inflation rapidly altering Australian shopping trends – Monday 19, Jun 2023