Delivering brand messages or coupons when in the immediate vicinity of the product led to a 200% – 300% lift in sales.
A global CPG manufacturer wanted to test the timing of the delivery of mobile coupons and its effect on driving product consideration and sales while the consumer was already in the store.
The brand partnered with one of the largest discount retailers in the country to deploy Verve Beacons in several hundred test locations around the country. Beacons were placed at store entrances and in the aisle near the brand’s product displays. The brand also enlisted a mobile-couponing application to trigger coupon delivery upon sensing one of the beacons in close proximity.
Two coupon-delivery options were implemented. The first targeted shoppers upon arrival at the store when the couponing app sensed beacons at the entrance and delivered a “don’t forget to buy” message on the home screen. The second reached shoppers near the aisle with the brand’s product. Beacons triggered the app to serve a brand message or money-saving coupon.
IN-STORE MESSAGING DROVE PRODUCT CONSIDERATION
Shoppers notified upon entry drove direct and immediate traffic shifts to the prompted product category. By using beacons to measure traffic flow, Verve’s analysis demonstrated that shoppers arrived at the aisle sooner and stayed longer.
2-3X SALES UPLIFT WITH IN-AISLE MESSAGING
Analysis of shopper behavior in-aisle (i.e. product placed in cart) and POS sales data revealed that delivering brand messages or coupons when in the immediate vicinity of the product led to a 200% – 300% lift in sales.
Technology goliaths such as Facebook and Twitter have been held to a radically different standard in the marketplace, and their impunity has damaged innovation and the media.
All too often, the challenges around ad delivery transparency and auditing the supply chain are assumed to be out of reach. One concept that isn’t on the table, however, but it should be, is a trustless peer-to-peer ad network.
The time for in-app video is undoubtedly now, but the question remains: what steps can publishers, advertisers, and marketers take to stay on the path of accelerated growth?