Beacon technology drives brand awareness and sales
A mobile test campaign by Hillshire Brands using beacon and geofencing technologies increased brand awareness and sales of its American Craft Link Sausages. The program ran from April-June across the top 10 markets in the U.S.
The campaign, which used beacon technology to deliver coupons to consumers on their Apple and Android phones as they entered stores, delivered a 20 percent increase in purchase intent for those who received the messages. That figure, according to the Hillshire, represents a 500 percent increase over the consumer packaged goods (CPG) industry average for mobile ads.
"The real, groundbreaking news here is that this is the first-ever data release from beacons in terms of their effectiveness in shopping and retail," Todd Dipaola, CEO of inMarket, a shopper marketing platform that worked with Hillshire on the test, told Adweek.
"Initial results have made this programming a very attractive marketing asset for us," David Ervin, director of integrated marketing for Hillshire Brands, told the Chicago Tribune. "We are excited with the results thus far and will certainly look to leverage it within future marketing activities when it makes sense."
Based on the success of the recent test, Hillshire plans to roll out a similar campaign for its Jimmy Dean sausage in the fall.
- A Link to the Future of Shopping: Hillshire Brands Company Drives Sales with Beacon Program In Partnership with BPN and inMarket – Business Wire
- Hillshire Brands Sees 20% Jump in Purchase Intent With Beacons – Adweek
- Hillshire pushes mobile alert marketing program – Chicago Tribune
- Hillshire increases sales w/ iBeacon, 20x increase in purchase intent, 500x increase over average mobile ads – 9to5 Mac
- Hillshire Taps Beacons: 20X Purchase Intent Increase – MediaPost
Do you see beacon technology as an effective means to drive brand awareness and sales in retail stores? Are there any concerns that retailers should have about the technology’s use in stores?