CHEP, the leading FMCG and retail end-to-end supply chain specialist, has introduced small Bluetooth sensors to its quarter pallets in the UK, used as promotional displays by manufacturers and retailers. It follows the technology’s success in Germany, where manufacturers have experienced significant upturns in new customers and voucher conversion rates linked to their promotions.
The small Bluetooth sensor, known as a beacon, is paired with the promotional goods stacked on the pallet, which allow companies to send personalised promotional messages direct to customers’ phones. When customers come near the display, they receive targeted and relevant notifications. Digital vouchers and offers are then sent to their mobiles, using the store’s or manufacturer’s loyalty apps. Customers then redeem the vouchers or offers at the checkout.
Helen Lane, Vice President for Northern Europe at CHEP, said: “In the age of shop and go and mission-based shopping, grabbing consumers’ attention is harder than ever. Our technology helps retailers and manufacturers sell to shoppers when they’re most ready to buy. It’s like having a sales assistant in every aisle pushing the promotion but in an extremely targeted way.
In Germany where there are some 18 million product promotions a year, CHEP has already successfully introduced its beacon pallet display technology. Mondelez, makers of Milka and Oreo, have seen a 39% uplift in coupon activation and a 183% increase in new customers following a trial of the smart promotion displays. Maggi, the seasonings, instant soups and noodles brand, also ran a promotion using the technology over a five-week period across nine German hypermarkets. The campaign engaged close to 180,000 shoppers, generated €80,000 and attracted 24,000 new customers.