bigDL, an omni-channel marketing solution, has joined forces with several major brands to assist retailers in driving sales across the UK’s convenience sector. Popular brands partnering with bigDL include Molson Coors, Danone Waters, Birds Eye, Tetley, Whyte and Mackay and News UK, amongst others. The partnership will also see these companies embrace the epoints rewards currency to incentivise retailers to meet and exceed targets.
bigDL is a communication tool that enables retailers and brands to connect with consumers via their mobile devices. It does this via an app that provides customers with a comprehensive view of the best deals on the high street and online. Consumers can also receive targeted notifications about exclusive in-store deals via beacon technology which interacts with them via Bluetooth technology direct to their smart phones.
This new venture is in partnership with REL Field Marketing a leading UK field marketing company, which brought together brands from its existing customer base to launch the programme. The partnership will see several popular convenience chains adopting bigDL’s innovative new marketing technology.
Brands partnering with bigDL will offer exclusive deals within participating stores. Deals will be communicated via the bigDL app and with in-store merchandising. To claim these bigDL offers, customers can access mobile coupons that can be redeemed in-store on bigDL’s coupon reader. REL teams will install beacons, educate retailers and check compliance against the set criteria to reward against.
Steve Chantry, UK marketing director at Birds Eye, said: “At Birds Eye we are increasingly interested in how we can lever digitally-enabled solutions across all of the shopping channels where our brand is sold. For example, Birds Eye typically over-indexes within our retailer partner e-commerce sites, and initial programmes of using digital activation tools in the physical shopping environment have delivered some very positive results. We are very keen to understand how the epoints solution can help us, in combination with other brands to reach the necessary scale, to maximise the opportunity in the convenience sector.”
Matt Norbury, CEO of bigDL and epoints, said: “Our technology champions the consumer, saving them time and money by showing them the latest high street offers and deals in one place, personalised to them. Having shown impressive results during its pilot roll out*, we are confident in bigDL’s impact on both sales and customer experience in participating stores.”
In addition to utilising bigDL to more effectively manage promotions, brands are also adopting the epoints rewards currency to recognise the achievements of retailers for meeting targets. epoints is a universal rewards currency that can be redeemed against millions of products. This will allow brands to positively influence the channel, recognising everything from sales and compliance to stocking the core range. This doesn’t stop with FMCG brands, as recently the world’s biggest optician group, Specsavers, adopted epoints to reward and recognise their store and staff performance.
Stephen Gordon, divisional MD of REL, said: “We are excited to help bring our customers together to implement a digital solution that will drive retailer engagement, customer loyalty and sales. We believe that working collaboratively and building true partnerships between retailers, brands and technology is vital to the success of the convenience channel. Historically it has been difficult to engage with and drive loyalty from shoppers in this space and we believe bigDL and epoints provide an ideal platform to achieve this.”