Datalogic Scanning and RocketBux Introduce Mobile Coupons to the Pacific Northwest with the help of Dari Mart and PepsiCo’s AMP Energy Drink
Overview of Dari Mart
Dari Mart is US -based convenience store chain with 44 locations in the WillametteValley of Oregon. Dari Mart supplies milk, ice cream, and other dairy products from Lochmead Farms. The joint store-farm operation employs more than 450 people.
Overview AMP Energy Drink
Introduced in 2001, AMP Energy is an energy drink targeted at the 18-34 year old male demographic in North America. The product is produced and distributed by PepsiCo under the Mountain Dew soft drink brand and comes in several flavors. The original flavor contains Taurine, vitamin B, and Ginseng.
Dari Mart wanted to grow their business and increase sales. PepsiCo and AMP Energy Drink wanted to increase sales and generate interest in new AMP Energy drink flavors. Specifically, AMP’s goal was to increase sales in the 18-34 year old male demographic.
Historically, this demographic is not likely to use traditional printed coupons, so Dari Mart and AMP Energy wanted to find a new way to make the promotion easy, painless and fun. As this demographic are all connected via mobile, what better way than receiving a coupon on their mobile phone? And if the coupon can arrive instantaneously, it can significantly influence purchasing behavior above and beyond traditional printed coupons.
During six weeks in late 2008, cooler cases carrying AMP Energy drinks in Dari Marts across the Pacific Northwest displayed a poster, advertising the promotion. Customers were offered the ability to buy one original flavor AMP Energy Drink and get a second can of a new AMP Energy drink flavor of their choice for free. Customers "texted” the letters DMAMP to "short code” or address, 20123 into their mobile phone. By the time the customer arrived at the cashier/point-of-sale, the branded mobile coupon (in the form of a scannable 1D bar code) was already delivered to their mobile phone. When the customer clicked to open the coupon/ message response, the bar code displayed on the mobile phone.
The promotion ran from November 15 until December 31, 2008. When comparing the results from the same time period for the previous year, Dari Mart discovered that AMP Energy drink sales had a net increase of 56%. They exceeded their goal of increasing sales and generating interest in the AMP Energy drink flavors.
In addition to increasing sales for AMP Energy drinks, the residual "Green” benefits of this technology are hard to resist. Since the coupons were received and generated electronically, paper, printing and transportation expenses were virtually eliminated.