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Select Target stores ‘kick’ off mobile app

BY Allison Cerra

MINNEAPOLIS — A location-based retail app now is available for Target shoppers in select markets.

Target shoppers in in the Chicago, Dallas, Los Angeles, Miami, Minneapolis, New York and San Francisco/Silicon Valley markets now can enjoy Shopkick, which allows customers to receive points, or "kickbucks," and scannable mobile coupons that can be redeemed at checkout. The "kickbucks" are accrued over time, then redeemed for various rewards, including Target gift cards, music downloads or charitable donations. Guests can redeem their Target GiftCards directly from the shopkick app by having a cashier scan the phone’s screen at point of sale.

"At Target, we recognize our guests are connected through a multitude of mobile and social networking technologies," said Steve Eastman, Target.com president. "Innovative mobile applications, like Shopkick, provide a fun and engaging way for our guests to connect with Target while earning valuable rewards, which can be easily redeemed for future in-store purchases."

Shopkick is a third-party mobile app for the iPhone that leverages the popularity of "checking in" at various retail locations to earn points and other rewards by entering or exploring specific areas of the store.

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Starting the day off right with both nutrition and convenience

BY Michael Johnsen

Families count on cereal for convenient, affordable nutrition.

Quickly prepared or eaten on the go, cereal is a convenient breakfast option for today’s busy families that also provides important nutrients.

Studies have proven that eating breakfast is closely linked to healthy body weights, improved mental alertness and physical performance. Plus, people who skip breakfast don’t make up for the missed nutrients later in the day.

As families look to save money by eating more in-home meals, breakfast — particularly the ready-to-eat cereal category — has become a more popular and important option.

Ready-to-eat cereal, like Kellogg’s Apple Jacks, Corn Flakes and Rice Krispies, generates nearly 54% of sales of all breakfast foods and prompts more than 12 shopping trips per year, according to mid-year 2010 data from the Nielsen Homescan consumer facts panel. That’s more than twice as many as any other breakfast foods category.

In addition, more than 92% of households made at least one ready-to-eat cereal purchase during the 12 months ended June 2010, with the typical home spending $66.69.

Consumers also understand the value of eating healthy food, especially for breakfast.
For example:

  • Sales of items that include flax or hemp seed were up 49.6% for the 52 weeks ending Sept. 4, according to Nielsen;
  • Sales of foods making antioxidant claims were up 26.6%;
  • Sales of foods making fiber claims were up 5.3%; and
  • Sales of granola/natural cereals, like Kashi, were up more than 9%, with sales rapidly approaching $250 million for what was once a niche category largely for shoppers of the natural foods channel.

Cereal is also a great-tasting option that meets consumers’ taste and nutrition needs. Children and adults enjoy the variety, flavors and textures, as well as the convenience of ready-to-eat cereal. Plus, cereal with milk is also the leading source of 10 nutrients in the diets of U.S. children, including vitamins A, B6, B12 and D, riboflavin, thiamin, niacin, folate, iron and zinc.

Fiber, a much-needed nutrient that 90 percent of American adults and children aren’t getting enough of in their diets, also contributes to overall health. Recognizing the important role of fiber in digestive health, weight management, heart disease and diabetes, the majority of Kellogg cereals are at least a good source of fiber (3 grams), and more than half also include a half serving (8 grams) of whole grain. And, at just 50 cents a serving for cereal and milk, ready-to-eat cereal provides convenient, affordable nutrition to help millions of families around the globe start their days off right.

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Big bowl of wellness

BY Dave Schulz

Now that more drug stores have moved into the grocery business, consumers are gaining more convenient access to food.

As a result, drug stores, which have always been synonymous with health and wellness, also have a tremendous opportunity to meet the nutrition needs of time-starved shoppers by stocking their shelves with healthier foods.

Food manufacturers, like Kellogg, see an opportunity for retail pharmacies to help reinvent the way groceries are merchandised to shoppers and help consumers make better decisions when buying food.

“Cereal is one of the best choices available,” said Doug VanDeVelde, Kellogg SVP of marketing and innovation for ready-to-eat cereal. “In fact, ready-to-eat cereal and milk is the leading source of 10 nutrients in children’s diets. Kellogg, which offers more than 80 cereal choices, continues to respond to consumer requests for better-for-you, convenient products that fit their nutritional needs.”

Since 1906, Kellogg has been providing consumers with high-quality, nutritious and great-tasting food, and Kellogg’s ready-to-eat cereal help millions of families around the globe start their day off right.

Studies have proven that eating breakfast is closely linked to healthy body weights, improved mental alertness and physical performance. Plus, people who skip breakfast don’t make up for the missed nutrients later in the day.

Additional facts support the importance of breakfast:

  • If essential nutrients are missed at breakfast, people don’t compensate for the loss at other meals;
  • Cereal is a typically low-fat, cholesterol-free food that encourages breakfast consumption; and
  • Breakfast cereal eaters have higher intakes of riboflavin, calcium, B vitamins, vitamin A and vitamin D.

In the United States, ready-to-eat cereal is the preferred breakfast with 82 percent of women and 79 percent of men starting their day with a cereal breakfast. Ready-to-eat cereal is also growing approximately three percent per year and is the third largest center-of-the-store category.

Drug stores are helping educate and assist consumers by communicating the relationship between breakfast and overall nutrition.

CVS, for example, is promoting its grocery initiatives to its ExtraCare loyalty cardholders with coupons, including one for Kellogg’s Fiber Plus cereals. Other Kellogg products that are logical choices for both in-store and coupon or sales circulars include Special K for weight management and All-Bran for digestive health.

In addition to nutrition, price is also a consideration among consumers, a trend that drugs stores are noticing.

“Consumers have become more conscious of their spending; this recessionary mindset has become part of their routine,” VanDeVelde added. “Today, there is an increased focus on brands that provide overall value, including elements of price, nutrition, education, health prevention and family appeal. Cereal and milk fit the bill perfectly. For these reasons, cereal will continue to be a focus category for retailers to drive store traffic.”

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