You are here
Kraft Heinz has formed a seven-year partnership with Fetch Rewards to extend its reach with an ever-increasing base of mobile shoppers.
According to Leandro Balbinot, CIO of Kraft Heinz North America, with headquarters in Chicago and Pittsburgh, the partnership will "help time-constrained, budget-pressed consumers with next-generation frictionless mobile shopping tools. Fetch's unique mobile shopping platform, along with their partnerships with retailers, opens up a new channel for us to inspire [and] engage with shoppers in a meaningful and measurable way.”
Fetch offers a free mobile app that allows participating retailers to help shoppers maximize savings, increase convenience and unlock information. Fetch shoppers scan all of the items as they shop using the camera on their mobile device. With each scan, shoppers earn Fetch Points, which are redeemable for free items at checkout, and gain access to Fetch coupons, which are applied instantly and which can add up to what company officials term "serious savings."
Fetch also provides shoppers their running total, access to past receipts, and the ability to create and maintain digital shopping lists. At checkout, cashiers scan a single bar code on the shopper’s phone, and all items in their digital cart are transferred directly into the point-of-sale system. Shoppers pay as they normally would and are on their way.
Currently, Fetch, whose patent-protected technology integrates with any point-of-sale system, is partnering with dozens of independent stores and banners, with operations in seven states as well as Puerto Rico, some of which include:
- Gerrity's Supermarkets, through a partnership with C&S Wholesale Grocers
- Members of Piggy Wiggly Midwest
- Quillin's Quality Foods, a nine-store banner group of Affiliated Foods Midwest
- Econo, based in Puerto Rico
- Several other banners supplied by Affiliated, Certco and SpartanNash
Wes Schroll, CEO of Madison, Wis.-based Fetch, said: “Everything we do is with the shopper in mind, to help give them the best possible experience in-store. We could not be more thrilled to have Kraft Heinz helping us change grocery shopping for the better. It’s inspiring to see a company of their size and influence commit to innovation in such a meaningful way.”
Schroll explained that shoppers using their mobile devices to scan items open a whole new world of engagement with shoppers while they're in the aisle holding products in their hands or looking at a particular shelf. In one test, when shoppers scanned Heinz Ketchup in the Fetch app, a deal for Heinz mustard was presented to the shopper, resulting in a 20 percent conversion. Each action taken by shoppers also leads to an ultra-rich data set not yet seen by the CPG world, such as scan-order, dwell time, purchase abandonment and price sensitivity, all in real time.
The Fetch Rewards mobile app is available free in both the Apple App Store and the Google Play Store. Shoppers who don't have smartphones can borrow a courtesy tablet at the customer service counter at Fetch-participating retailers.