Morrisons is to roll out a mobile marketing scheme – backed by door-drop activity – which targets postal areas where people shop with rival grocers after a successful trial saw a 150% increase in new and reactivated customers.
The supermarket giant is using software from Telefonica Dynamic Insights, the data arm of the O2 mobile network, to pinpoint consumers who live near a Morrisons but do not shop there via locational anonymised mobile data.
The scheme uses mobile signals to measure the number of shoppers moving from each postcode to a Morrisons store, building a picture of where consumers shopped.
Using the data from the O2 network, it estimated the movements of the total population in each postcode. Once the postcodes with few Morrisons shoppers were identified, it delivered door-drops containing vouchers to prompt a Morrisons visit. Previously the company used postcode data around Morrisons catchment areas.
The response rate was tracked, and the subsequent return visits of customers who paid by card were also measured.
Morrisons ran the three-month trial from the end of June in 24 stores in the south west of England and the trial generated 150% more new customers than the postcode targeting model.
Morrisons customer director Crawford Davidson said: “We’re working with Telefonica to identify how the model can be scaled up – potentially nationwide – to help our stores more successfully reach customers.”
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