This submit was created in partnership with Fetch
In an ever-evolving advertising panorama, retail media networks have begun consolidating, as Uber and Instacart not too long ago did, and Fetch, a procuring rewards platform, is uniquely poised to offer manufacturers with extra attain and measurability with shoppers.
Fetch, which dubs itself “America’s Rewards App,” empowers shoppers to trace their spending by incomes Fetch Factors, which could be redeemed for present playing cards. By means of receipt scanning and proprietary AI-driven information analytics, Fetch presents expansive visibility and deep perception into shopper spending.
“We like to think about ourselves very a lot a complement to retail media,” stated Robin Wheeler, Fetch’s chief income officer. “If a CPG manufacture needs to purchase by way of [a retail media network] or by way of us, we may help take that marketing campaign and run it off on Fetch, figuring out that we will drive actually sturdy efficiency for them.”
The benefit of a 360°-view of knowledge
As a retail-agnostic media platform, Fetch at present scans 11 million receipts a day, which provides them a 360°-view of a person’s information. The info is zero-party and consists of money purchases, one thing on-line retail doesn’t monitor. “With the retail media networks, they solely see what’s inside their 4 partitions,” Wheeler stated. She gave the instance of a shopper shopping for a product at a retailer and showing to be “new to model,” whereas the reality is that they’re not, they’re simply new to model at that retailer.
“The flexibility to see the 360-view has been an enormous differentiator in a manner for us to enrich retail media networks, in order that manner the model ensures that they’re getting true visibility into who a ‘new to model’ buyer may very well be,” Wheeler stated.
Fetch can also be uniquely positioned to assist manufacturers drive campaigns with measurable outcomes. If the aim is to drive gross sales and quantity, Fetch can report information on gross sales throughout all retailers and areas. “[Our data] is admittedly useful when it comes to bringing all of it collectively and giving that full image,” Wheeler stated.
‘Manufacturers are the middle of pleasure’
Wheeler smiled when she talked about Fetch’s distinctive ethos, which is that “manufacturers are the middle of pleasure.” It’s why Fetch has gone to nice lengths to make the patron person expertise enjoyable and gamified. As a shopper tracks their buy, they accrue Fetch Factors, the in-app foreign money. Fetch not too long ago added a leaderboard so customers can compete with their pals over who has probably the most Fetch Factors.
This joy-driven expertise means shoppers preserve coming again to the app. “This can be a vacation spot,” Wheeler stated. “Persons are selecting to return right here and share their buy historical past as a result of it’s simple, it’s enjoyable, and it’s rewarding.”
In reality, Gen Z and millennials have been particularly drawn to Fetch, largely due to the brand new options Fetch is rolling out. “Gen Z and millennial we over index as a part of our viewers,” Wheeler famous.
Placing the patron first
This “consumer-first” mentality creates a pure flywheel that spins organically as extra manufacturers be a part of the platform. “The buyer is selecting to place their hard-earned greenback someplace, they need to get one thing in return. The buyer is selecting to spend their time doing one thing, they need to get one thing in return,” she stated. “And so the sweetness is each time we deliver a brand new model into the platform, it’s extra worth for the patron. It’s a profit to all of the events concerned.”
As shopper habits change with the economic system, Fetch is positioned to alter with them. “Client confidence may be very challenged and, consequently, they’re making selections with their wallets. And so they’re selecting worth,” Wheeler stated. “And what’s nice about our platform is that we ship the worth to the patron, however we don’t devalue the product, so there’s no low cost. You’re getting a reward for making the acquisition.” Fetch’s mannequin means all events profit whereas manufacturers can “defend their model fairness and value,” Wheeler famous.
“We all the time speak about how rewards are a greater advert as a result of they’re giving worth to the patron,” Wheeler concluded. Somewhat than intrusive advertisements interrupting each day life, Fetch seeks to deliver manufacturers and shoppers collectively in an genuine, joyful manner. “That’s the holy grail of promoting,” Wheeler stated.
