A 90-day trial run by Golden Pantry Food Stores reveals iSIGN technology to be an effective marketing tool.
July 29, 2015
A pilot deployment of interactive mobile advertising is prompting Marathon store owners to expand use of iSIGN technology to spur in-store traffic and boost sales.
The 90-day pilot by Golden Pantry Food Stores in Atlanta revealed that iSIGN technology to be an effective marketing tool, and while a number of Marathon locations are already using the National Mobile Network (NMN) for mobile brand advertising business, owners are stepping up use given the return-on-investment in the pilot.
The pilot resulted in an 11 percent to 26 percent increase in product sales, according to an announcement.
The new brands adopting the mobile marketing include Swisher, Pringles, Mars, and Coca-Cola and multi-brand initiatives will be conducted in the energy drink category, to assess the store owners’ ability to influence product preference using iSIGN’s technology.
Brett Bair, who owns four Marathon stores in northern Indiana, is a big proponent of this expansion and a fan of the technology from the first month the iSIGN Smart Antenna was installed in his stores. He has been using the iSIGN technology to drive in-store sales, as well as to drive gas sales, which he says has increased year-over-year “by as much as 8,000 gallons in a single month.”
iSIGN has a goal of a 10,000 Smart Antenna NMN by the end of April 2016. The NMN will also include the recently announced 2,000 locations with Dynamic Digital Sign Solutions as participating brands finalize their choices of selected sites.
"We look forward to receiving signed contracts from a growing number of brands and their agencies," Alex Romanov, iSIGN’s CEO, said in a release. "We are convinced that as other brands and advertisers see the results being realized from these proximity marketing campaigns, the acquisition of more advertising revenue will become easier and quicker. In addition, we expect that as other chains realize the benefits to be derived from our products, such as increased store foot-traffic, along with increased sales and improved profits, growth of the NMN will increase at a faster pace as well."
"Our trials have proven to both stores and brands that people are very willing to accept advertising on their mobile devices and, provided that the messaging is compelling to the shopper, will act upon the messages," added Romanov. "The reporting that our back-end system delivers was of major interest to all parties — information that the advertisers and brands as well as the stores can use to their added benefit."
