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Power of Proximity Marketing put to the test by Costcutter Supermarkets Groups

Costcutter Supermarkets Group is trialling the power of proximity marketing with a pilot project in York and the West Midlands, which will see 38,000 text messages sent out to support its Love Local Deals campaign.

The two regions, which each have a high density of the Group’s stores, will see the Love Local Deals campaign augmented with proximity marketing to help drive footfall.
O2 customers within half a mile of a store will receive text messages with a Meal Deal offer which this month is Spaghetti Bolognese, which includes Independent mince, Dolmio Sauce, Independent spaghetti and a choice of Independent garlic bread or salad, all for under £5. Instore offers will also include Love £1 Deals, Love Half Price or Better and “Killer Deals” on everyday essentials from major brands including Costcutter Supermarket Group’s Independent range.

Sean Russell, Head of Digital, Costcutter Supermarkets Group, said: “We have some exciting ambitions and plans for digital in 2016 and this proximity marketing trial fits with our ‘local first’ approach, targeting both potential customers in the near vicinity, but also highlighting the range and fantastic value to existing customers through social media. Proximity marketing is another way of reaching consumers who are not consuming media in the traditional way which is why digital is a key element of this campaign, and fits with our wider digital strategy which includes our ActivHUB portal, ActivMOBILE app and social media training for store owners.”

Jas Singh, owner of Costcutter store in Nuneaton, commented: “We were delighted when Costcutter Supermarket Groups came to us with these latest marketing campaigns as we believe it will really help to drive footfall. We’re really excited to be part of this trial as we’re confident it will help us engage with new customers and promote the great range of foods we stock.”

The trial will run alongside the Love Local Deals which runs in-store until 9th March 2016. If successful, Costcutter Supermarkets Group will look to roll the programme out over the coming year. Love Local Deals is being supported by over £500,000 investment in marketing and media including consumer leaflets, in-store marketing, POS, press and digital advertising and social media activity.

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