Rehrig Pacific Company mobile engagement test for Pepsi delivers a 48 percent conversion rate.
The Rehrig Pacific Company continues to push the boundaries of the reusable packaging value proposition in merchandising applications. The company, a world leader in logistics optimization for merchandising the world’s best brands, has announced the successful completion of an in-market pilot test of its new mobile engagement enabled reusable material handling assets resulting in a click-through conversion rate of 48 percent.
The platform enabled a geo-targeted, mobile interaction platform for the distribution of a promotional offer within the retail environment. This was accomplished in an organic, seamless fashion already familiar to consumers, retailers and customer personnel.
The local branch of Pepsi Bottling in Burnsville, Minn., agreed to be the pilot market and test bed for the program that combined 2D/QR bar code and near field communication (NFC) technologies with Rehrig Pacific’s new 5th generation Pepsi 2-liter bottle display shells.
Pepsi Bottling’s entire float of 2-liter shells was mobile engagement enabled during the first quarter of 2014 for the pilot program. For the test, Pepsi selected a regional discount offer for the 2014 National Collegiate Hockey Conference (NCHC) Frozen Faceoff tournament. This was accomplished through the combined efforts of Rehrig Pacific, Pepsi, the Target Center, NCAA and NCHC.
The platform generated a 1.34 percent response rate for consumer action. According to data from a recent Direct Marketing Association Response Rate Report, this is higher than direct mail, email, paid search and internet display marketing targeting new customers.
Future success can be positively affected by increased display awareness and accessibility, along with increased education of the customer about the reward for interaction which will accelerate and expand adoption. More tailored and in-depth promotions can be developed to expand the potential for this category of consumer interaction. This study has opened the door for marketers to take advantage of the unlimited potential of NFC as a cost effective form of marketing.
To download the Rehrig’s complete mobile engagement case study or for more information about Rehrig Pacific Company and its full line of products and services visit: www.rehrigpacific.com or call 800-421-6244.