Nicotinell, the help-to-quit-smoking brand, is set for a retailing first as it rolls out the ability to to track online activity through to in store sales in real-time.
Working with Eagle Eye, the UK’s leading SaaS technology company that validates and redeems digital promotions in real-time, and Mediavest, this will also be the first UK national campaign where coupons are redeemed in Asda via a smartphone and 2D scanner capability.
For the next two months – running until 29th Feb – the campaign will dynamically serve digital content to targeted consumers’ based on their previous online history and location data with the aim being to drive online activity through to instore purchases.
Once the advert is clicked on consumers will be able to view an interactive map pointing them to their nearest Asda store where they can redeem their coupon for a Nicotinell Lozenge product.
Consumers will be served a message through the advert allowing them to download the £2 off coupon and store in their passbook or digital wallet.
Eagle Eye’s AIR platform is integrated into Asda’s point of sale, enabling verification and redemption of the coupons in real-time, against the basket data. Eagle Eye’s integration into Mediavest’s tech stack will enable Mediavest and Nicotinell real-time optimisation of the campaign to see which channels are working the best, editing if necessary to enhance ROI. This data including the date and location can then be used in a remarketing campaign to consumers fitting a similar profile.
Duff Borer, Business Director, Mediavest said: “This is a ground-breaking initiative that will provide real-time analysis of the campaign’s success. Traditionally, demonstrating the immediate effectiveness of digital advertising on sales has been a challenge however this collaboration with Eagle Eye will allow us to measure the campaign in real-time, providing for the first time, the capability to track online activity to in-store behaviour.”
Phill Blundell, Chief Executive at Eagle Eye, says: “Recognising the need for relevant, timely incentives is the cornerstone of providing the customer with an offer they will be interested in redeeming.
“As our codes are verified against the basket data in real-time we can also eliminate any fraud or mal-redemption, ensuring the correct product and brand is being purchased. This new partnership with Mediavest is really exciting for us and we’re looking forward to working together to deliver this capability to multiple brands in the future.”
Eagle Eye has already made retail headlines with it’s pioneering work to bring mobile payments to Greggs and tripling customer engagement levels at restaurant chain Zizzi using its technology.