Matahari Food Business boosts in-store marketing

The three-month campaign also aims to help the brand acquire opt-in data from a chain of 98 hypermart and foodmart stores throughout the country.

In collaboration with loyalty concepts specialist company Brand Loyalty, TMS will provide customers who visit the stores between 1 October and 31 December with an invitation to participate in a survey and competition using their mobile phone.

The call-to-action campaign code is placed within in-store advertising touchpoints, including on shelf, promotion banners, flyers and a monthly magazine. Customers need to key in the campaign code on the microsite to enter an optimised version of the supermarket’s mobile competition site, where they are asked a series of questions to stand a chance of winning prizes.

“The findings from this campaign will certainly enable us to understand the market better, and position our loyalty programs more uniquely for Matahari Food Business,” said Patrik Sundvisson, general manager of Brand Loyalty.

The TMSfactory platform will provide Matahari Food Business with complete metrics and data to enable the food retailer to capture and analyse the level of customer response.

“Our aim is to help this food retailer to collect as many pieces of ‘opt in’ consumer data from their shop floor,” said Jonathan Ellis, CEO of TheTMSway.

“The retailer is trialing this in-store solution so that they can learn more about their customers. Data is key, and gaining insight into who these people are and their shopping habits throughout their stores in Indonesia can only help this retailer in the future.”

Meshvara Kanjaya, marketing and merchandising director of Matahari Food Business, noted that the campaign acts as a value-add and delivers an extra boost to its loyalty program and brand image.

“It not only creates in-store excitement, but also provides insight to the shopping behavior of our customers, enabling us to reward them better,” she added.