Costcutter has started using audio messaging to drive store visits, a method it claims is a first for the UK convenience sector.
Partnering with mobile adtech firm, TabMo, the symbol group stated that it was responding to the increasing use of voice-enabled devices and music streaming apps by adding sound to its programme of mobile advertising for its retailers.
Shoppers that fit Costcutter’s target audience can be sent an audio ad, together with an on-screen mobile ad banner, while they are listening to mobile music streaming apps. GPS targeting, combined with the demographics for each individual Costcutter store, also means people are only sent messages when they are in a relevant location and can act on them by visiting a store.
Sean Russell, Marketing Director for Costcutter, said: “We’re constantly looking at how we can help our retailers thrive. Mobile phones provide unique opportunities to drive store traffic and business value and by working with TabMo, we’ve been able to create fully integrated multi-channel advertising campaigns that are delivering real results for retailers.”
He added: “The new technology complements our unique Shopper First: Drive Five to Thrive business growth programme, which provides in-depth shopper insights and data to help tailor every aspect of the store – from range and missions to marketing and in-store execution.”
Costcutter initially trialled TabMo’s audio messaging technology for its Find the Golden Mic competition, as part of its Festival of Summer campaign. This saw 50% of those who engaged with the ad coming into store, with the technology now being integrated more widely into the retailer’s communications strategy.
Chris Childs, TabMo Managing Director commented: “The campaign reflected the changing way in which mobile devices are used. It was the first time that mobile display and audio ads were combined to drive footfall, by capitalising on the scalable opportunity presented by the rise of voice-enabled devices and the increasing use of music streaming apps.
“Costcutter was rewarded for its commitment to taking an innovative approach, with high listen-to rates and a low cost-per-store visit that demonstrated the campaign’s success in helping to encourage customers into their local Costcutter.”
NAM Implications:
- ‘First in’ success becomes a pointer for others.
- Next comes differentiation, ‘unique appeal’ and fulfilment.
- NAMs have to integrate with these inevitabilities, now…
- (or would you prefer to have a competitor show you how?)
