Today Hillshire Brands, in conjunction with media agency BPN and iBeacon technology provider inMarket, released a groundbreaking case study showing iBeacon’s effect on in-store shopper marketing. The case study, which is the first of its kind by a CPG, shows the early results of a national in-store mobile campaign for Hillshire Brand’s American Craft Links, implemented on inMarket’s Mobile to MortarTM iBeacon platform.
The campaign, which ran from April-June 2014 across the top 10 U.S. Markets, leveraged inMarket’s beacon network to deliver timely in-store messages and advertisements to consumers on their personal devices. Here are the key takeaways from the case study. It certainly looks like iBeacon has had a tremendous impact on marketing efficacy, driving huge increases in Hillshire Brands’ key engagement metrics.
- 20x increase in purchase intent: This represents a 500% increase over the CPG average for mobile ad engagement.
- 36% increase in brand awareness.
- 6,000 in-store engagements within the first 48 hours of the campaign.
- Lift in overall sales.
This data is consistent with a previous controlled study released by inMarket, which showed a 19x increase in in-store consumer engagement, a 16.5x increase in app usage, and a 6.5x in app retention from a sample of the 50 million users across a suite of apps on its platform.
The Hillshire Brands case study is interesting because it shows that location-based marketing tech such as iBeacon not only affects brand awareness, but also down-funnel metrics like purchase intent and sales. With ad spend continuing to shift towards mobile, location-based technologies are primed to be a favorite channel for brands.
“We started experimenting with location-based technologies and increased focus on mobile a year ago, recognizing that location is key to engaging with our consumers,” said David Ervin, Director of Integrated Marketing for Hillshire Brands.
This newfound focus on mobile has led traditional ad agencies to take a fresh look at their ad spend and revamp their strategy for reaching consumers.
“At BPN, we employ a Radical Common Sense approach to find new and improved ways to best reach consumers in non-traditional manners, to further our clients in market,” said Chris Hiland, Chief Strategy Officer, BPN. “By engaging with shoppers while they are in-store in a timely and relevant manner, we are elevating the conversation past seeing a traditional advertisement to shifting the discussion to include our clients into consumers’ everyday actions.”
While iBeacon implementations in the wild continue to be dominated by early adopters in the brand world, case studies like these will continue to pile up as evidence in support of an ad model dominated by mobile. It’s only a matter of time before iBeacon-based solutions reach the scale and sophistication to go mainstream and have a real impact on shopper marketing.
“We’ve been partnering with the world’s most forward-thinking CPGs and agencies to drive increased sales via mobile-at-retail since 2010. Now, we’re using that experience to provide 50 million beacon-enabled shoppers with a better in-store experience,” said Todd Dipaola, CEO, inMarket. “Hillshire Brands and BPN are two of the most innovative companies with how they market to their consumers, and we love expanding the frontiers of mobile with partners like them.”