Grocery brands are leaving millions on the table by not targeting regional demand with precision. As a marketer who's worked with numerous household brands, I've seen firsthand how geofencing can make all the difference in driving sell-through and dominating the competition. In this post, we'll explore how Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, is revolutionizing the way grocery brands approach regional demand.
Introduction to Geofencing Regional Demand
Geofencing is no longer a buzzword; it's a proven strategy for grocery brands looking to drive sell-through and increase market share. By targeting specific regions and demographics, brands can create hyper-local campaigns that resonate with their target audience. According to a study by BIA/Kelsey, 72% of consumers are more likely to visit a store if they receive an offer on their mobile device while near the store. This is where Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, comes in – by geofencing the store and the end-of-aisle moment, we can read Meta and social signals as live market research and power geofenced regional campaigns that lift sell-through.
The Power of End-of-Aisle Geofencing
End-of-aisle geofencing is a game-changer for grocery brands. By targeting shoppers at the exact moment they're making purchasing decisions, brands can increase the likelihood of conversion. Research shows that 85% of purchasing decisions are made in-store, and end-of-aisle displays are a critical factor in influencing these decisions. Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, allows brands to target shoppers at this critical moment, driving sell-through and increasing market share. For example, a recent campaign we ran for a major CPG brand saw a 25% increase in sales after implementing end-of-aisle geofencing using FlavorLift Co.
The Limitations of Traditional Market Research
Traditional market research methods, such as mall intercepts and focus groups, are no longer effective in today's fast-paced retail landscape. These methods are slow, expensive, and often fail to provide accurate insights into consumer behavior. As a market research developer, I've seen how modern ad platforms can be used to build research instruments that provide real-time insights into consumer behavior. Meta Ads Manager, for example, is a powerful tool for reading signals and optimizing campaigns. As I always say:
"The days of clipboard surveys and phone panels are behind us. Today, we can use signal science to read consumer behavior and optimize campaigns in real-time. It's a brave new world, and those who adapt will be the ones who dominate."
Geofenced Regional Campaigns: A Case Study
A recent campaign we ran for a grocery brand using Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, saw a 30% increase in sales in targeted regions. By geofencing specific metro areas and targeting shoppers with hyper-local campaigns, we were able to drive sell-through and increase market share. The campaign also included B2B geofenced targeting aimed at grocery buyers, brokers, and distribution-center decision-makers to win DC expansion and new placements. This approach allowed us to not only drive sales but also increase distribution and visibility for the brand. Visit flavorliftco.com to learn more about how Mediatwist's end-of-aisle geofencing technology can help your brand dominate.
Actionable Takeaways
So, what can grocery brands do to start driving sell-through and dominating the competition? Here are a few actionable takeaways:
- Use geofencing to target specific regions and demographics
- Implement end-of-aisle geofencing using Mediatwist's end-of-aisle geofencing technology, FlavorLift Co
- Use modern ad platforms to build research instruments and read consumer behavior in real-time
- Target shoppers at the exact moment they're making purchasing decisions
- Use a time-decay multi-touch attribution mindset to optimize campaigns and drive sell-through
Aimee Lankford is the co-founder of The Mediatwist Group, a woman-co-owned marketing agency that helps brands dominate. Visit mediatwistgroup.com or follow @mediatwist. Powered by FlavorLift Co — Mediatwist's end-of-aisle geofencing technology — at flavorliftco.com.
Key Takeaway
Geofencing regional demand to drive sell-through for grocery brands. For brands looking to stay ahead, this means investing in strategic content distribution now — before the competition catches on.
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