Use Case: Rewarding customer loyalty at a grocery store

Most grocery chains use loyalty programs to reward return shoppers, and drive sales. By understanding who our shopper is and where they are in store, we can make these programs all the more relevant. After all, at Rover, we believe the future of loyalty is about relevant experiences on mobile that improve the customer journey.

Objective

Use beacons throughout a grocery store to enhance the shopping experience and provide more value from the loyalty program.

The Experience

When users first enter the the grocery store, they will receive a welcome package. Think of this like the flyer you would normally pick up at the front of the store to see whats new or on sale. (But with Rover segmentation, far more customized to your tastes). Since we know this shopper prefers healthier options and organics, we bump up those loyalty offers in priority. We can also reward shoppers for making multiple repeat visits during the week.

When our shopper enters the Nature’s Marketplace aisle, knowing our visitor often shops from this section we push relevant points-based bonus offers.

In the frozen foods section, one of our vendors has sponsored a campaign to promote their new all natural ice cream product. We alert our shopper about this product, along with some recipes and and a very high-value exclusive offer on it if they purchase today.

At checkout, we remind our shopper to use their card to earn points on their purchases and to redeem any of the bonus offers they’ve picked up.

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Content

With Rover’s segmentation features, it becomes easy to target specific shoppers with relevant content. You can also can line up all of your content for the week or month, and then schedule it so it gets pushed at the right time.

Analytics

With Rover Analytics we can better understand a visitor’s behaviour in store (which paths they take and durations of stay in each section) this can be used to further improve the content they will see next shopping trip. We can also evaluate how our content performs. With Card Analytics we see details of which cards get viewed and clicked the most, helping us improve the creation of future content and how best to segment it.

Deployment

Let’s take a look at a standard grocery store layout

We’ll want to deploy beacons with consideration for the path most shoppers will take. The first thing we want customers to see is some welcome content, no matter where they enter from (parking lot entrance, sidewalk entrance, etc) so we’ll set up beacons tied to the Master Touchpoint. Remember, the Master Touchpoint contains the initial content you want visitors to see before any other content. Once inside, we’ll identify the sub-locations where we want to push messaging about products and offers. Finally, at cash we can place beacons with their broadcast power dialed down, prompting shoppers to show their loyalty card at cash, and redeem any offers.

Here’s what our beacon configurations for this would look like. Remember, the Master Touchpoint will trigger with any minor number at a specific location (major number). Thus the beacons in the parking lot have just been assigned a random minor number, since we really only want these to trigger the Master Touchpoint. For more details on configuring beacons with Rover, check out our Developer Documentation.

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