USA: Sue Bee Honey leverages beacon technology
American honey producer Sue Bee Honey has recently had a measure of success in an experiment with beacon technology to augment customers’ in-store experiences.
The excursion into proximity-based technology has brought back impressive results, with significant surges in awareness, purchase intent, and return on investment. The brand’s success could spell further adoption for beacon technology and granular location-based marketing in general.
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“inMarket uses beacons in over 100,000 locations to help shopping apps ‘wake up’ when you enter the store,” said Joleen David, president of SKAR. “These ‘wake ups’ are not branded; they’re simple utility messages (i.e. “Don’t forget you have 10 items on your shopping list”) and they have a positive impact on app usage and retention.
“When the shopper opens the app, we combine the knowledge that they’re in a store with the type of app they’re using to deliver a hyper-relevant message. For example, in a shopping list app, the branded content could say ‘Add Sue Bee Honey to your list.’”
The experiment in proximity-based technology was borne of a collaboration between the honey brand and SKAR, a full-service communications agency, and also inMarket, a platform that specializes in beacon proximity advertising.
The mechanism by which the consumer was exposed to the location-based advertising was through leveraging ‘mobile moments’ within bricks-and-mortar locations. The consumers were targeted precisely when making a purchase decision— an approach that breaches the indifference met by most untargeted or poorly targeted advertising.
The use of location is an innovative way to perceive the now-ubiquitous protocol of targeting, which is normally deployed in response to tracking pixels generated through online browsing interests. By using location as the cornerstone of its targeting procedure, Sue Bee Honey, SKAR and inMarket have found a way to effectively bring digital-style targeting into the bricks-and-mortar shopping experience.
Source: Mobile Commerce Daily
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