Chilean Citrus Committee has launched a programme with a shopping rewards app, Shopkick, to educate and inspire shoppers online and incentivise Chilean citrus purchases at the store level.
The programme which took off on August ending, will run through September 20 with Chilean lemons, mandarins and navels all in bountiful supply.
Chilean Citrus Committee is however, an organisation belonging to the Chilean Fruit Exporters Association AG (ASOEX). It is made up of the country’s main citrus exporters and represents 75% of Chile’s citrus exports.
Chile’s citrus production and export is made up of clementines, mandarins, oranges, lemons and grapefruits. In the 2020 season, Chile exported 368,000 tons of citrus.
This volume represented a total increase of 10% compared to the previous season. 24% of exports corresponded to Navel oranges, 25% to lemons, 14% to clementines, 36% to mandarins and 1% to grapefruit.
‘’Our main destination is the United States, representing 84% of the country’s citrus exports, followed by the Far East with 9% and Europe with 5%’’, says the Committee on its website.
On the other hand, Shopkick is an app that rewards its users for the shopping they are already doing, both online and in-store, such as walking into stores, scanning items in the aisle, making in-app or in-store purchases and submitting receipts.
App users are rewarded “kicks” which can be accumulated and redeemed for cash, products or a wide range of gift cards.
Chilean citrus is one of the first fresh produce categories to partner with Shopkick. In addition to discovering information on Chilean lemons, mandarins and navels on the app, Shopkick users will find seasonal recipes that link back to the Fruits from Chile website.
When shopping for Chilean citrus at select regional and national retail chains, users will be rewarded “kicks” for both scanning Chilean citrus in-store, as well as buying the fruit and scanning the receipt.
Managing Director of the Chilean Fresh Fruit Association, Karen Brux, says “we were drawn to this program because it allows us to communicate with the citrus shopper throughout the path to purchase, from online discovery to in-store purchase.”
“This programme will have a direct, measurable impact on both shopper awareness and demand for Chilean citrus”, Karen Brux adds.
For Executive Vice-President of analytics and data science for Shopkick, Jaysen Gillespie, “the key is for brands and retailers to marry brick and mortar with the digital world. The Shopkick app facilitates this process.
‘’We are excited to expand our footprint in the fresh produce industry by partnering with Chilean Citrus to drive meaningful engagement with consumers and, ultimately, measurable results for our partner.”