Tag Archives: marketing

Coop and their new Partecipative Marketing campaign about Eggs – Information, Engagement and Business come together

I was very impressed by this Marketing Campaign run by the Swedish grocery retailer Coop about the fact they no longer sell eggs from caged hens.

Take a look:

Coop Egg Advertising

Coop Egg Advertising

This is different, and brilliant. This campaign is based on a simple call-to-action: put yourself in the hen’s shoes. We’ve given you the tools, and the context, for you to understand why we don’t do that anymore.

Once you will have felt that empathy we wanted to create, you will understand why we don’t sell those eggs coming from caged hens anymore, and why you have to pay more to get the – apparently – same product.

Engaging the customer – asking him to participate to the campaign – is a very common strategy in Guerrilla Marketing, however this is different, as by making customers put themselves in the hen’s shoes, Coop creates thoughts, empathy. And that empathy is what they need to create a connection, to switch the focus from the transaction to the relation. The customer who feels empathy for the hens does not care about a higher price.

What do you think?


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Need to increase your conversion rate? Product reviews are the answer!

Why the picture of Piazza Maggiore in Bologna? Well, you will have to read through the article to understand (and by the way, that piazza is just beautiful!).

So, let’s start from the beginning, seriously.

Zappos.com, often considered a benchmark in eCommerce efficiency (and considered by me THE VOICE OF CUSTOMER EXPERIENCE), found that customer reviews reduce returns. Shoppers may indicate, say, that a shoe runs small or does not look nice with pleated pants. Good news is that, not only they reduce returns, but they actually increase sales!

According to Lightspeed Research 61% or online shoppers think that online opinions and experiences of other consumers play a vital role. Why?

Well, because they shorten the time to make the decision. That decision. The one decision that each company seem to care so much about: should I buy this product or not?

Product reviews are digital networking places, the modern word-of-mouth, the squares and plazas of the web 2.0!

So influential are the opinions of others that over two-thirds (67%) of consumers would be deterred from purchasing a product or service if they were to encounter two or three negative reviews (so always make sure that your products and customer care are top class!)


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