KRAFT GETS SMART ABOUT ITS PACKAGING
Exclusively available at Walmart, shoppers will soon be able to use their smartphone to interact with their Kraft cheese packaging. The “intelligent packaging” will give shoppers different information depending on whether they are in the store or at home. While inside the store, shoppers can receive recipe information, and at home, shoppers can play a digital scratch-off game with a chance to win $50.
NEW EXCITING FEATURE FOR BRANDS ON INSTAGRAM
Instagram is testing a new in-app feature that alerts fans to upcoming limited-merchandise drops from their favorite fashion and beauty retailers. Shoppers can set the alerts based on product previews and then “receive an alert 15 minutes before a product drop,” providing them with enough time to log in and buy the product before it’s sold out. It’s a smart way to tap into the millennial trends of product discovery and fear of missing out (FOMO).
KROGER ADDS TO ITS FOOD-FIRST CULTURE
Food halls have been popular in Europe for years and have really taken off in the U.S. during the past decade. In a grocery-store first, Kroger is testing the Rhine Eatery food hall in one of its new urban store concepts in Cincinnati. The hall “features five local Cincinnati restaurants,” and according to the grocery chain, it “highlights Kroger’s food-first culture.” It’s a smart move to appeal to millennial shoppers who are looking for variety and authentic experiences when it comes to eating out.