Challenge
An FMCG company advertised (online and in brochures) on a national scale. It noticed that consumers were not fully aware that attractive offers were available in their local stores. Promotional campaigns needed to be optimized.
It was decided to implement iPresso Marketing Automation to personalize offers—to reach consumers with the right promotions at the right time and place.
Action
- Data collection
The iPresso system collected data on consumer locations (if consent was given, e.g., in a mobile app), their purchase history from loyalty cards, product preferences, and active promotions in each specific store in real time. - Segmentation
Consumers were divided into segments based on their location relative to the store. The segmentation took into account the products most frequently purchased by the consumer, their favorite brands, and the frequency of their visits to the store. - Personalized offers in the app about promotions in the nearest store
The mobile app displayed dynamic banners with promotions that were tailored to the consumer's purchase history and specific to a particular store (e.g., “Your favorite coffee now for only $9.99 at the store on Bird Street!”). - Emails with local flyers
Consumers who gave their consent received emails with a digital promotional flyer dedicated to their preferred/nearest store, highlighting products that might interest them. - SMS messages with promotions
For short-term promotions (e.g., “Today only: 30% off selected soft drinks at your store!”), text messages were sent.
Results
- The use of promotional offers tailored to the location and preferences of consumers increased by 22%, as consumers were more likely to take advantage of discounts available “here and now.”
- The number of store visits increased by 16% in geotargeted groups, as consumers were more effectively encouraged to visit their nearest store.
- The average order value increased by 11%.
- Consumer satisfaction increased by 18%.
