Tag: ibeacon

The partnership has brought the two companies together for the Magnum ice cream app, using iBeacon.

Tesco has announced that it has entered into a partnership with Unilever in order to roll out geolocation technology in the form of iBeacons in 270 of its stores.

This location based tech will function to trigger exclusive savings opportunities and offers.

Through the use of geolocation technology, consumers who have downloaded and installed the Mpulse mobile app will receive offers and discount coupons whenever they pass within a certain distance of one of the participating Tesco locations. The iBeacons will be installed into the Tesco Express stores within the first rollout of this tech. It will become the largest trial of location based marketing that either of those massive brands has experienced.

The initial geolocation technology based campaign will trigger offers for the Black and Pink Magnum products.

These push notifications will be sent automatically to passersby in order to give them the opportunity to take advantage of special deals that will remain valid from the time that they receive them until the end of the month. The Mpulse app is available for download at both the Apple App Store and the Google Play Store.

According to the global brand director at Magnum, Neil Gledhill, “We’re always looking at innovative ways to deliver on Magnum’s brand promise of delivering pleasure and to be able to do it at scale with a partner like Tesco is fantastic.”

The managing director at Tesco Convenience, Tony Reed, also went on to explain that they are always on the lookout to find new and engaging methods of encouraging their customers to return to shop while being able to take advantage of attractive offers at the same time. “With summer on the way, we’re delighted to trial this concept and can’t wait to get our customers’ feedback.”

The geolocation technology based mobile app was developed using Urban Airship tech, by the Karmarama agency. It functions in conjunction with iBeacons, which create a type of geofence around a specific location. Customers traveling within that designated area will receive the deals through their apps.

The massive corporation is using this offline shopper data collection to target mobile ads.

Unilever is now using location based marketing techniques to be able to better understand how appealing shoppers find its brands while they are in store, so that they can later send mobile ads that will be relevant to those individual consumers.

The company will be using iBeacons to be able to glean the information about the smartphone using consumers.

The idea is that while this type of location based marketing could encourage purchases at the point of sale, it can also be used for a broader purpose. This is primarily to use the technology to lower the consumer acquisition cost by providing each individual with content that has been customized to a consumer’s individual interests, wants, and needs.

Unilever entered into a location based marketing partnership in order to be able to test this concept.

In this geolocation technology using effort, Unilever is working with Glimr, a data specialist firm, and Mindshare. This strategy steps away from the “traditional” use of beacons, which have been conducted by other companies and that have focused nearly exclusively on driving performance, in favor of an effort to build the company’s brands.

In the pilot in Sweden, consumers who visited a food truck that was Knorr branded were given the opportunity to sample its latest flavor of soup. Those shoppers were then retargeted with a mobile ad the next time they launched the Aftonbladet Swedish newspaper app. The typical display ads that had been displayed within that app were often replaced with coupons that were designed to provide shoppers with a reminder of the campaign, and to underscore the idea that Knorr is a brand that is modern and that is keeping up with the things that people care about the most, right now.

At the moment, the company hasn’t revealed any intentions to expand the location based marketing program to other regions, such as the United Kingdom or the United States. However, Unilever has indicated that it will be moving its tests using iBeacons into major supermarkets, over the first half of this year.