Mobile marketing in FMCG promotions

region
Europe
industry
FMCG
21%
Increase in coupon usage
17%
Increase in store visits
13%
Increase in average order value

Challenge

A snack manufacturer wanted its promotions to be more effective and attract more consumers. Old methods, such as flyers and TV commercials, were no longer working as well. Therefore, the company needed to reach people through their phones at the moment when they were close to making a purchase decision.

Action

  1. Use of GeoPoints
    The company created a GeoPoints database and determined the area around a specific store where consumers would receive notifications about local promotions.
  2. Segmentation based on consumer data
    The iPresso system collected data on purchase history and product preferences, and then automatically divided consumers into groups.
  3. Sending personalized mobile push notifications
    The snack manufacturer launched a series of automated promotional campaigns. Consumers using the app received push notifications with current promotions on products that might interest them.
  4. Mobile discount coupons
    Consumers received personalized discount coupons directly via text message, which they could scan at the checkout.
  5. SMS messages with “hot” offers in a specific store
    In the case of flash, highly attractive promotions (e.g., “Last hour of promotion on your favorite chips”), short SMS messages with a link to the offer were sent. The company sent notifications about promotions only to people who lived near a given store. Thanks to this, a customer from Wrocław did not receive offers from a store in Gdańsk.

Results

  • Due to the use of mobile communication, push notifications, and text messages, coupon usage increased by 21%.
  • The number of visits to the store increased by 17%.
  • The average order value increased by 13% because consumers responded to tailored promotional messages and selected more products.
Check out iPresso FMCG

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