Author: Al Henderson, CSO at Eagle Eye
I shared some thoughts about Eagle Eye’s response to Covid-19 and commitment to helping plan for recovery in a recent blog post. With the situation moving so quickly, I wanted to give an update.
This promotional activity is essential to reinvigorate sales. Food and Beverage (F&B) operators can develop their own innovations, but they also stock branded snacks and drinks created by suppliers. The team here at Eagle Eye have been working hard with operators and suppliers, setting up measurable activation campaigns in readiness for the relaxation of social distancing guidelines.
Suppliers are motivated to understand more about their target consumers and need to build their own data, turning anonymous consumers into known customers – this is where Eagle Eye can help.
Promoting measurable offers
By enabling the tracked issuance of offers via every media channel through to secure redemption at point of sale, suppliers can spend more on the channels that drive ROI and less on those that don’t.
Every touchpoint can be enabled, and digital delivery also makes promotional engagement easy: consumers can simply opt into campaigns by clicking on a Facebook or Instagram Lead Ad or signing up on a campaign microsite.
Ensuring activation campaigns can be tracked and measured often generates higher redemption rates. One recent campaign delivered a 20% issuance-to-redemption rate, generating sales as well as valuable customer data.
Other recent examples we are proud to have been part of include:
Bacardi’s "Sun's Out Rum's Out", their highest performing campaign globally last year. You can watch the video below
Carlsberg’s award-winning "Probably not..." campaign. A video is below
By building such digital connections with customers, suppliers are becoming more data-driven and investing in performance marketing as a core outcome of engaging via Eagle Eye’s AIR platform.
I recently shared the Walkers Crisps’ collaboration with five national F&B operators. Engagement with my post has been huge and demonstrates a tangible food version of the concept.
Boosting F&B footfall and spend
PizzaExpress, Las Iguanas, Bella Italia and Harry Ramsden's have all used footfall-driving mechanics to track how much spend is driven to their own venues by measuring on-pack promotions.
If you are a supplier or brand, please get in touch – we have 1000's of locations connected via our AIR-enabled network, and would love to discuss both your ideas and needs. We'll work with you to bring them to life. I truly believe every brand should be doing this.
If you are an operator, Eagle Eye is currently waiving its platform setup and run rate fees to make it easy for operators to be onboarded. I’m excited to announce that we’ve been working hard to offer a variety of solutions to enable redemptions – even if operators don’t have an integrated electronic point of sale. So, contact us to get set up, and drive footfall with supplier-funded campaigns. We'd love to help. This is open to all operators of any size
We hope this goes some way to getting the F&B sector ready to start trading again.
Stay safe in the meantime.