CHEP, the leading FMCG and retail end-to-end supply chain specialist, has introduced small Bluetooth sensors to its quarter pallets in the UK, which are used as promotional displays by manufacturers and retailers. It follows the success of the technology in Germany where manufacturers have experienced significant upturns in new customers and voucher conversion rates linked to their promotions.
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The small Bluetooth sensor, known as a beacon, is paired with the promotional goods stacked on the pallet which allows companies to send personalised promotional messages directly to customer phones. When customers come near the display, they receive targeted and relevant notifications. Digital vouchers and offers are then sent to their mobiles, using the store’s or manufacturer’s loyalty apps. Customers then redeem the vouchers or offers at the checkout.
“In the age of shop and go and mission-based shopping, grabbing consumers’ attention is harder than ever,” stated Helen Lane, Vice President for Northern Europe at CHEP. “Our technology helps retailers and manufacturers sell to shoppers when they’re most ready to buy. It’s like having a sales assistant in every aisle pushing the promotion but in an extremely targeted way.
“The development of the technology is part of our strategy to redefine the supply chain from supplier to shopper by focusing on the last mile and getting products into the shoppers’ carrier bags.
“Not only does it help to increase sales and ROI from promotions, but it also provides invaluable insights on how shoppers respond to promotions, allowing future ones to be adapted accordingly. In addition, suppliers and manufacturers can use the solution to verify their promotions are in place in stores around the country without the need for expensive teams of people having to do in-store manual checks.”
In Germany where there are some 18 million product promotions a year, CHEP has already successfully introduced its beacon pallet display technology. Mondelez, makers of Milka and Oreo, have seen an uplift of 39% in coupon activation and an increase of 183% new customers following a trial of the smart promotion displays. Maggi, an international brand of seasonings, instant soups and noodles, also ran a promotional campaign using the technology over a five-week period across nine German hypermarkets. The campaign engaged close to 180,000 shoppers, generated €80,000 and attracted 24,000 new customers.