Costcutter is claiming a UK convenience sector first for its use of audio messaging to drive store visits.
Joining forces with mobile adtech firm TabMo, Costcutter has added sound to its programme of mobile advertising for retailers.
Shoppers that fit Costcutter’s target audience can be sent an audio ad, together with an on-screen mobile ad banner, while they are listening to their favourite mobile music streaming apps. GPS targeting, combined with the demographics for each individual Costcutter store, also means people are only sent messages when they are in a relevant location and can act on them by visiting a store.
Costcutter initially trialled TabMo’s audio messaging technology for its Find the Golden Mic competition, as part of its Festival of Summer campaign. Following the campaign’s success, which saw 50% of those who engaged with the ad coming into store, the technology is now being integrated more widely into Costcutter’s broader communications strategy.
Sean Russell, Marketing Director for Costcutter, said: “We’re constantly looking at how we can help our retailers thrive. Mobile phones provide unique opportunities to drive store traffic and business value and by working with TabMo, we’ve been able to create fully integrated multi-channel advertising campaigns that are delivering real results for retailers.
“The new technology complements our unique Shopper First: Drive Five to Thrive business growth programme, which provides in-depth shopper insights and data to help tailor every aspect of the store – from range and missions to marketing and in-store execution.”