Wednesday, July 26, 2017

Morrisons and its geo-location experiment

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Morrisons recently tested geo-location ads to drive greater footfall across its stores. The grocer aimed to boost customer awareness of its fresh produce, something that has not been highlighted in previous traditional advertising campaigns.Morrisons partnered with mobile video giant LoopMe lead the experiment. 

Consumers who were within a 5km radius of a Morrisons store were targeted with messages promoting fresh produce. These had full screen HD images of fruit and vegetables with messaging and a call-to-action. 

The supermarket claimed that the advertising campaign drove a 450% increase in spontaneous awareness versus non exposed users.  69% of those who received geo-location directed messages reacted positively.

Additionally, purchase intent increased with 63% of those surveyed stating that they were encouraged to take action and 22% said they had or planned to purchase fresh fruit and vegetables in store.

“Location targeted full screen ads made for a powerful creative canvas and strong consumer engagement,” said Alexandra Davies, Morrisons Digital Marketing Manager.

The results of the grocer’s geo-location experiment suggested that Tesco and Aldi were negatively impacted by the campaign. 

Talya Misiri

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