BigDL, a consumer promotion platform, has announced the impressive initial results of its partnership with brands to drive sales in the convenience sector. The partnership saw bigDL and brands work together to create exclusive mobile coupons which could be exclusively redeemed in selected convenience stores. In addition to this, brands also adopted epoints, the universal rewards scheme, to incentivise the participating stores to meet certain criteria, such as stocking the core range or meeting compliance.
Brands using bigDL to deliver mobile coupons to consumers saw redemption rates between 10-15% which reached as high as 25% in some instances. This compares favourably to paper coupons which are believed to achieve redemption rates of 0.8%and have well documented challenges around fraud and their inability to capture data. The partnership also resulted in a 18% rise of stock distribution and compliance of participating brands at the stores.
BigDL is a communication tool that enables retailers and brands to connect with consumers. It does this via a free money-saving app that provides customers with the best deals online and on their local high street. The participating brands offered exclusive discounts via mobile coupons which could be accessed within the app and redeemed in-store on bigDL’s coupon reader. Consumers in close proximity to participating stores also received targeted notifications about the exclusive in-store deals via beacon technology, that interacted with their smartphones via Bluetooth technology.
Brands partnering with bigDL included Molson Coors, Danone Waters, Birds Eye, Tetley, Whyte and Mackay and News UK, amongst others. Mobile coupon offers included a free can of Coke Zero and Monster Energy drink from Coca Cola, a selection of free Happy Shopper and Euro Shopper items as well as substantial discounts from big name brands including Heat magazine and The Sun newspaper.
As well as the exclusive deals available, the participating stores’ discounts – traditionally showcased on paper flyers – were uploaded onto the bigDL app and were available to view in the app’s deal stream. Results from the initial partnership have shown that these deals were viewed by over 2.5m local consumers.
The partnership has also seen the brands embrace the epoints rewards currency, a sister company of bigDL, to incentivise retailers to meet and exceed targets. epoints is a universal rewards currency that can be redeemed against millions of products. This allowed brands to positively influence the channel, by rewarding retailers for meeting set guidelines and targets in everything from sales and compliance to stocking the core range.
BigDL and epoints worked in partnership with REL Field Marketing, who installed beacons, educated retailers and checked compliance against the set criteria to reward against. Results from the audits carried out showed that in store brand compliance increased by as much as 22% and resulted in an increase in sales of discounted products.
Matt Norbury, CEO of IAT – home of bigDL and epoints – said: “We have been working across a number of convenience chains with a host of leading FMCG brands to demonstrate how bigDL and epoints can deliver both growth and ROI within the convenience sector. Although bigDL has only recently started consumer rollout, it is gathering momentum in terms of downloads, exceeding initial targets.”
Ben Collins, customer marketing controller of Molson Coors, said: “I’m pleased that we have been able to deliver a single rewards solution across a number of suppliers, making them easier to do business with. I’ve also been impressed by the redemption rates that the initial campaigns have realised, which are well above the average of general coupon redemption activity. From an insight perspective, it also enables us to deliver against one of our key insights, being that shoppers are looking for value for money.”