When a brand needs to make its product known, regardless of whether it has to reach consumers at room temperature, refrigerated or frozen, the perfect sampling channel is Glovo. Here’s why.

With the following information, you will be able to discover clearly what we mean when we say that sampling with Glovo is a great and fruitful alternative:

• Glovo users are on average 35.5 years old. 
• A more than interesting detail is the fact that at least 60% of its clients live with 3 or more people in their homes, which widens the range of impact.
• For Madrid and Barcelona, Glovo makes its 4 dark kitchens and 4 dark stores available for the sampling campaign. This way, an effective distribution of the samples is achieved.

With a minimum investment ranging from €0.40 per distributed unit, brands can take advantage of Glovo’s distributions to publicize their products, generate impact and increase sales.

Thanks to the sampling that we carry out between Glovo and Kuvut, we manage to distribute a minimum of 20 thousand units per fortnight with minimal duplication.  

Sampling with Glovo and Kuvut

During 2019, there was already an increasing trend in purchases to be delivered at home. But it was at the beginning of 2020 that, according to data provided by Kantar, the volume of purchases by delivery accounted for 70% of total purchases by consumers. Of course, this was largely due to the lockdown imposed by COVID-19. But we have been able to determine from our consumer panel that this is a trend that, in all likelihood, will continue for a long time.

At Kuvut we are in charge of implementing the sampling that the brands need. Do you want to let the world know about a product? Contact us and tell us about it, so we can put the gear to work in your favor.

The quarantine decreed, in face of the coronavirus crisis, influences current and future consumption habits, as it does in terms of their relationship with brands. Because of this, we decided to explore through a survey directed to Kuvut’s consumer panel, how they are living in confinement and how it affects the action of purchase.

We discovered, among other things, that people are eager to indulge themselves physically and mentally. Although, at the same time, you have to take into consideration they look to save and that they are more socially aware. All of these are elements, influence what will be bought and how that purchase will be made.

Family and sharing, optimism and happiness, sustainability… The reality is that the future of consumption is changing and from Kuvut we bring you a preview of the trends that are starting to show. We invite you to see the results of our market study and learn if you are prepared for change!

Consumer Panel results

We presented several questions and found the results detailed below:

• To cope with the confinement, 35% of the consulted consumers indicated that they are buying certain products as an indulgence or evasion.
• 60% of the people that answered our questions, miss going shopping or to stores and, even 59% of them, miss dressing up to go out.
• 56% of the consumer panel said they miss having control over their lives. At the same time, 49% indicated they miss having space for themselves.
• 54% of the survey participants miss the haste and that hours go by fast. So, with certainty, this is a good moment for brands to offer entertainment, fun; self-esteem routines, an escape route through branded content.
• We also presented questions looking towards the future, taking into consideration what consumers answered regarding precaution when consuming. With that in mind, 70% indicated that they will do their shopping paying attention to sales and special offers. This is related to the 62% of the people who will try to save more money just in case.
• In the market study it seems relevant the entrenchment of an acquired new habit: buying only what you really need. This happens in 66% of the cases.
• Another point that has looked more than interesting to us, is that the exceptional situation of the quarantine has increased social and environmental awareness. Because of this, 42% have said they will shop at small local businesses, convenience stores and only 25% will shop at large places.
• 51% of the surveyed answered that they will prioritize buying products that are good for the environment and sustainable.

And that’s not all. We asked questions referring to the present, to what we obtained the following results:

• With booming values such as a sense of community and group harmony, 62% of the participants said they will share more with friends and family.
• 43% recognize that they will invite more people for lunch or dinner to their houses. And, of course, they will cook more at home (42%)

Regarding this last point and, according to our consideration, this is an indicative that there will be a consumption increase of cooking products, but the sales of products you take to someone’s house when you are invited will also increase!

What do consumers expect from brands?

Regarding the consumers’ perception of brands at these exceptional times, we found the following: 41% think they have acted correctly, at least until the moment this survey took place. 34% recognize that they may stop buying brands that have disappointed them during this crisis.

Communication during times of crisis is key and because of this, we have inquired messages that, for the consumers, have the most potential:

• Life is filled with wonderful things and we have to enjoy it to the fullest (24%)
• At bad times, the most important thing is to be together (23%)
• In life, you have to be optimistic and share happiness with the ones you love the most (18%)

Looking at these messages, we asked ourselves, what brands are positioning themselves in Spain with this kind of communication, right now? At exploring them qualitatively, we have noticed that Coca Cola took advantage of their happiness, which almost seems obvious, right? But there are other brands that are making profit, especially those more related to family such as Casa Tarradellas and, also those related to being close to yours, such as Movistar.

Our consideration about the results of the consumer panel

We consider that, facing these consumer changes, it will be necessary to think of new special offers and distribution proposals according to the new habits.

It is clear that consumption will continue after the confinement, there are no worries about that. But it is a reality that there are changes in the how.

This doesn’t end here! As a new online panel, from Kuvut we have thought of gathering more information in the next few weeks. We want to continue updating the trend of the different future intents. This, to see how the brands will be affected by the “new reality”, that seems to have come to stay… for a long time.

If you want to know more about our market studies, or develop your own, get in touch with us!

Consumers speak and, now more than ever, they dare to tell the world the good things about products… in ingenious and attractive ways. What’s truly interesting about this, is that when a consumer finds something to be amazing, they don’t doubt to encourage their close ones to try the same. In the wake of this, WOM (Word Of Mouth) strategies are perceived by FMGC brands professionals as one of most efficient marketing tactics.

On this post, we will tell you about how this marketing strategy (WOM) has been one of the most chosen for years, how it has mutated through time and, why it is so important for brands to do WOM (Word of Mouth) activities, meaning… what makes this kind of marketing so outstanding?

How Was WOM Carried Out In The Past?

Years ago, product recommendation generated through this marketing strategy consisted mainly of a real conversation (face to face), meaning, one person told others, for instance, about how exquisite were those new cookies they tasted at a close-by supermarket.

With the emergence of social media, everything changed. Nowadays, the reach a WOM (Word of Mouth) action has is way superior than what we used to know. Now, when a consumer uses social media to share their experience with one brand (tweeting, sharing something on Facebook, on their Instagram stories or making a fun Tik Tok video), the impacts are multiplied by thousands.

So, today, doing a WOM campaign implies that consumer speak about the products sharing content with an image of the brand or related to it, making recommendations and reviews online… anyways… generating material to be shared on their social media impacting hundreds of thousands of people.

Why Is WOM (Word Of Mouth) Advertising So Important?

Well, the answer to that question comes from you making yourself the following questions: if your friend recommends a clothing store with excellent prices and great quality, would you like to see it? or would you consider to buy there? Another: if your mother, your father or one of your siblings tell you they have tasted a food brand they have loved and has made their lunches a more practical experience, wouldn’t you want to try it too? There is the answer to why WOM Word of Mouth is important.

It is definitely an invaluable marketing strategy, that allows to increase brand knowledge and the number of testing / buying (they will buy your product to test it because certain person recommended it).

As a matter of fact, a study conducted by Nielsen, reveals that 92% of all consumers trust more in the recommendation of family and friends than on daily adverting (marketing campaigns on radio, TV, Out of Home advertising…) Also, it detected that 76% of people trust on online reviews (rates & reviews) almost with the same certainty offered by their loved ones.

So, definitely, there is no doubt that a WOM Word Of Mouth strategy is one of the best tools to positively influence in the minds of potential consumers, about what the brand is and its products.

Keep in mind that, to a bigger number of people talking about your brand (online and offline), there will be more brand knowledge and awareness which, consequently will attract a bigger number of potential customers towards the supermarket perches looking for your product.

Finally, there is only one more thing left to say: spreading the word on a good product or brand, is what will allow it to stand out over their competitors and will boost it to the top of the industry.