DEERFIELD, Ill. -- Convenience-store retailers QuickChek and Mac’s have partnered with two of Mondelez International’s brands--Cadbury in Canada and Swedish Fish in the United States--and Turnstyle, a marketing and analytics company, to use the Turnstyle platform to help measure and engage with consumers inside stores.
Mondelez’s brands Cadbury chocolate and Swedish Fish candy are sponsoring the deployment of free public Wi-Fi in participating retail outlets for a pilot period of three to four months to provide a valuable amenity to consumers while learning about on-premises behavior.
Throughout New Jersey, Turnstyle is partnering with the QuickChek c-stores and the Swedish Fish candy brand. Swedish Fish and QuickChek will be sending promotional offers to consumers who have signed into the Wi-Fi with the aim of rewarding customer loyalty. This program fits within QuickChek’s broader strategy of using digital tools and technology to enhance consumer interaction and loyalty.
Live in Canada since the beginning of December, Turnstyle is partnering with Mac’s Convenience Stores and Cadbury. Consumers who have signed into the Wi-Fi will be sent location-based marketing rewards as they enter or exit participating locations from Cadbury and Mac’s. Each visit throughout the month of January will be rewarded with an offer, up to a maximum of 10 per person.
Turnstyle anticipates that nearly 10,000 consumers will participate in the pilot program. It will be providing both the brands and the retailers with detailed analytics on consumer behavior, short-term promotional effectiveness and the long-term impact on consumer engagement.
“This campaign has the ability to reach customers with offers in real-time, based on their location and interaction with both the retailer and the Mondelez International brand,” said Ryan Freeman, senior director of partnerships and business development at Turnstyle.
“As we move towards interactive digital experiences, it’s important that we connect our brands and partners together to create an offering that resonates with consumers,” Kim Yansen, director of field shopper marketing at Mondelez. “Leveraging Turnstyle’s technology, we are able to connect with them one-on-one, in a unique way.”
In Sept. 2015, Turnstyle was selected as one of eight startups to participate in Mondelez’s Shopper Futures program. The program is part of Mondelez International’s innovation initiative, which allows retailers and entrepreneurs to collaborate with its brands to help transform the consumer retail experience.
Established in 2012, Turnstyle is a location-based marketing and analytics platform that uses public Wi-Fi to attract, retain and reward customers. It enables clients to learn actionable insights about on-premises customer behavior and send real-time messages to customers’ phones without requiring customers to download a mobile app. Turnstyle helps its clients monetize their Wi-Fi by introducing the same tools to the physical world as retailers have online.
Mondelez is a global snacking company with revenue of more than $30 billion. It is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and Tang powdered beverages.
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