Challenge
A snack manufacturer was facing declining effectiveness with traditional promotional methods, such as flyers and television commercials. To achieve better results and attract more consumers, the company needed a strategy to reach potential buyers directly on their mobile phones at the precise moment they were close to a purchase decision.
Action
The company implemented a hyper-local, mobile-centric strategy using Marketing Automation:
- GeoPoints Implementation: The company established a GeoPoints database, defining specific geographical areas around retail stores. Customers entering or residing within these defined areas would become eligible to receive localized promotional notifications.
- Segmentation Based on Consumer Data: The iPresso system was used to collect data on purchase history and product preferences. Consumers were then automatically divided into relevant, dynamic segments based on this data.
- Personalized Mobile Push Notifications: The snack manufacturer launched automated promotional campaigns. Consumers with the mobile app installed received push notifications detailing current, location-based promotions on products tailored to their individual interests.
- Mobile Discount Coupons: Customers received personalized discount coupons delivered directly via text message (SMS), which they could easily scan at the checkout counter.
- SMS for "Hot" Local Offers: For urgent, highly attractive "flash" promotions (e.g., "Last hour of promotion on your favorite chips"), short SMS messages containing a link to the offer were sent. Crucially, these notifications were strictly geo-targeted, ensuring, for example, that a customer in Wrocław did not receive offers meant for a store in Gdańsk.
Results
The shift to mobile-first, proximity-based communication drove significant improvements in promotion utilization and store traffic:
- Coupon Usage: The implementation of mobile communication, including push notifications and text messages, led to a 21% increase in coupon usage.
- Store Visits: The number of customer visits to the store saw an increase of 17%.
- Average Order Value (AOV): The AOV grew by 13%, as consumers responded positively to the tailored, in-the-moment promotional messages and added more products to their carts.
