Home shoppers have it good
Food The online supermarket LeShop is launching its first major advertising campaign. After all, online shopping has real potential.
Food The online supermarket LeShop launches its first major advertising campaign. Online shopping has potential: traffic jams on the way there, no parking space, queuing at the checkout. Shopping can be tedious and a real pain in the neck. Online supermarkets are therefore in vogue, and market research predicts a rosy future for online business in Switzerland. 26 percent of the Swiss population are now said to be prepared to buy groceries online. However, currently only 10 percent are actually online customers. There are many reasons for this reluctance. The main obstacle is probably the still widespread prejudice that online shopping is complicated. This is why two TV commercials from the advertising agency Exxtra Kommunikation dramatize the simplicity of online shopping in a humorous way. Both commercials show everyday situations of consumers doing their shopping in the comfort of their own home. Stefan Erhart, Managing Partner of the Zurich-based advertising agency: "With the new commercials, we want to show that online shopping is a simple matter."
There's the father who realizes that he still has to buy drinks. Or the bathing mother who gets a craving for cheese at the sight of the curd soap. One trip to the living room and voilà: The drinks shelf or the cheese section is ready and waiting. Convenient and fast shopping, around the clock.
LeShop brings what you order to your door at the click of a mouse, but the commercial doesn't get to the point. Although the message is clearly conveyed and the images are amusing and entertaining, the stories are drawn out.
Both commercials are aimed at young families. Today's family situation often requires adjustments to the structure of everyday life, and LeShop wants to offer young families added value, says Stefan Erhart.
Although the Federation of Migros Cooperatives holds an 80 percent stake in LeShop, the commercials differ from the usual Migros campaigns in their style. The pioneer among the Swiss Internet supermarkets presents itself as close to Migros, but at the same time sets itself apart. Stefan Erhart from Exxtra Kommunikation: "We deliberately sought the trust competence of Migros in the commercials, but positioned LeShop as its own brand." This means that only Migros products feature prominently in the commercials. The Migros logo at the end of the commercial appears discreet next to the LeShop logo. The differentiation is necessary because LeShop's range does not only include Migros products.
The TV campaign will be accompanied by incentive measures for new and existing customers. For example, Migros Cumulus customers will be rewarded with discounts when shopping online.
Store advertising also from Coop In October, competitor Coop also launched a TV commercial for its online market Coop@home as part of the "For me and you" campaign. The fact that the online market is being advertised these days is a logical consequence of current developments. While retailers have been busy building up logistics and continuously expanding their range in recent years, they are now working the market with advertising campaigns.
Analysts speak of enormous potential that is far from exhausted. Growth is still possible, and both LeShop and Coop are increasing their sales every year. Both expect to be in the black from 2008.
Christian Lüscher
There's the father who realizes that he still has to buy drinks. Or the bathing mother who gets a craving for cheese at the sight of the curd soap. One trip to the living room and voilà: The drinks shelf or the cheese section is ready and waiting. Convenient and fast shopping, around the clock.
LeShop brings what you order to your door at the click of a mouse, but the commercial doesn't get to the point. Although the message is clearly conveyed and the images are amusing and entertaining, the stories are drawn out.
Both commercials are aimed at young families. Today's family situation often requires adjustments to the structure of everyday life, and LeShop wants to offer young families added value, says Stefan Erhart.
Although the Federation of Migros Cooperatives holds an 80 percent stake in LeShop, the commercials differ from the usual Migros campaigns in their style. The pioneer among the Swiss Internet supermarkets presents itself as close to Migros, but at the same time sets itself apart. Stefan Erhart from Exxtra Kommunikation: "We deliberately sought the trust competence of Migros in the commercials, but positioned LeShop as its own brand." This means that only Migros products feature prominently in the commercials. The Migros logo at the end of the commercial appears discreet next to the LeShop logo. The differentiation is necessary because LeShop's range does not only include Migros products.
The TV campaign will be accompanied by incentive measures for new and existing customers. For example, Migros Cumulus customers will be rewarded with discounts when shopping online.
Store advertising also from Coop In October, competitor Coop also launched a TV commercial for its online market Coop@home as part of the "For me and you" campaign. The fact that the online market is being advertised these days is a logical consequence of current developments. While retailers have been busy building up logistics and continuously expanding their range in recent years, they are now working the market with advertising campaigns.
Analysts speak of enormous potential that is far from exhausted. Growth is still possible, and both LeShop and Coop are increasing their sales every year. Both expect to be in the black from 2008.
Christian Lüscher
