Beacons increase mobile ad engagement 500%

There's new evidence that beacon technology deployed in stores can increase purchase intent and mobile ad engagement significantly.

When Hillshire Brands readied to launch the new American Craft Link Sausages, it knew the target shopper was less likely to redeem traditional coupons in stores, so it created a mobile-first campaign that leveraged beacon and geo-fence technology to identify the target shopper and serve up relevant offers right in the aisle.

Hillshire worked with BPN and delivered messages over inMarket's Mobile to Market platform to partner apps including Gannet's Key Ring, according to 9to5mac. Shoppers were served up messages when they entered the store.

The program produced a 20x increase in purchase intent by those exposed to messaging, that's a 500 percent increase over the CPG average for mobile ad engagement, according to the company. The results are in line with another report by inMarket that showed consumers are 16x more likely to engage with an advertised product in-store after receiving a pushed message.

American Craft saw a 36 percent increase in brand awareness and a lift in overall sales. "The campaign, which ran from April-June 2014 across the top 10 U.S. markets, achieved 6,000 in-store engagements in its first 48 hours," according to the report.

"We started experimenting with location-based technologies and increased focus on mobile a year ago, recognizing that location is key to engaging with our consumers," said David Ervin, director of integrated marketing, Hillshire Brands.

Beacons and location-based marketing is relatively new and according to the company, this is the first time that a CPG has released data about the impact of beacon geofence technology against key brand metrics.

"We've been partnering with the world's most forward-thinking CPGs and agencies to drive increased sales via mobile-at-retail since 2010," said Todd Dipaola, CEO, inMarket. Now, we're using that experience to provide 40 million beacon-enabled shoppers with a better in-store experience. Hillshire Brands and BPN are two of the most innovative companies with how they market to their consumers, we love expanding the frontiers of mobile with partners like them."

For more:
-See this Hillshire Brands study results
-See this 9to5mac article

Related stories:
41% of shoppers actively use mobile apps in stores
In-store app usage 16x higher with beacons
One-third of shoppers now use mobile only
Retail sales up 168% from mobile-optimized sites
Apps dominate mobile as web browsing declines

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