inMarket & Zatarain’s launch world first CPG iBeacon campaign
Mobile in-store marketing company inMarket has partnered with Zatarain’s to launch the world’s first iBeacon campaign for a CPG brand. The campaign leverages inMarket’s Mobile to Mortar iBeacon platform, which made a big splash earlier this year when it rolled out beacons to grocery chains in in Seattle, San Francisco, Cleveland, and Los Angeles. In the coming months, inMarket has plans to roll out its beacon network to additional locations across New York, Boston, and Miami, with the goal of installing more than 40,000 beacons by year’s end.
The Zatarain’s campaign enables shoppers to receive iBeacon-triggered grocery list reminders, recipes, loyalty points, and coupons directly from the brand while inside the retail location. Currently, iBeacon notifications are delivered to shoppers through inMarket’s suite of shopping apps, which reach over 20 million active shoppers nationwide. inMarket hinted that it’s also opening up its platform to other app publishers with an SDK, and teased that a major app partnership announcement is coming soon.
So far, the results of the Zatarain’s iBeacon campaign have been promising. Todd Dipaola, co-founder and CEO of inMarket, noted that split tests have shown dramatic lift in purchases and engagement at iBeacon enabled locations.
With a client roster including Coca-Cola, Kraft, Procter & Gamble, and Nestle, inMarket expects brands to follow Zatarain’s leadership on iBeacon adoption.
“We’ve been helping the world’s savviest brands reach shoppers in the age of mobile since 2010,” said Dipaola. “Beacons are the next paradigm for advertising to conform to the lives of shoppers. Smartphones are getting smarter, and we are tremendously excited to break new ground with McCormick & Company. Zatarain’s has shown industry leadership to become the first CPG to drive shoppers to their product in-store via beacons.”