Morrisons
The food retailing giant approached us with their highly innovative MDiscount concept store in Deepdale Preston harnessing new techniques and technologies creating a completely unique customer experience unlike any other in the UK.
Challenge
Our role was to deliver a comprehensive digital strategy which provided the realisation for many of the concepts implemented in-store and online with the aim of increasing footfall, improving net revenue results, increasing customer loyalty and enhancing customer engagement. We developed and expanded the MDiscount brand whilst working within the Morrisons Brand Guidelines. Managing remote resources liaising and coordinating with multiple third parties in-store and at headquarters. Our challenges also included the provision of hardware and building the store’s social media presence from scratch.
On a per site basis, our dedicated campaign for the M Discount Deepdale store performs considerably better than the main Morrisons brand campaigns, increasing engagement directly with the store and building a brand following.
STRATEGY
Social Media
We took the helm of the store’s social media managing both Twitter and Facebook accounts and also managed the store’s reputation across forums and news sites responding to criticism and praising positive mentions and reviews. By managing reputation and delivering daily customer engagement through stimulating content and tantalising competitions we have been able to build a strong social media presence for MDiscount with over 800 Facebook likes and in excess of 675 followers on Twitter, a 300% increase on a per store basis compared to Morrisons main Twitter campaign. Our social campaign has embedded MDiscount within the local Preston community and heightened consumers engagement with the store
STRATEGY
Website
We designed and built a microsite in order to increase visibility and consumer awareness of the MDiscount concept store. Included within this was a virtual tour which allows users to navigate the store online enhancing customer experience and also increasing the exposure of the MDiscount concept. The website also provided the perfect means to promote the app directly to the targeted local community.
STRATEGY
Wine Selection App
As part of our solution we developed a bespoke wine selector app for iPad to be based in-store on tablets at the point of sale. The app enhances consumer experience working as a shopper’s personal wine connoisseur recommending the perfect bottle of wine tailored to each customer’s individual preferences.
Coupon app
We developed a coupon app for Android and IOS designed specifically for use within the Morrisons Preston Deepdale store in order to offer exclusive discounts to its customers. The app allows consumers to receive discount coupons to be scanned directly in-store at purchase, check opening times and store information, view the store plan, receive notifications informing of new coupons when in-store and the ability to record their shopping list directly on the app with the aid of voice recognition technology. We designed and implemented seasonal vouchers in relation to events such as Wimbledon, and tailored promotions specific to key dates in store i.e. movie night Wednesday, date night Friday, family time Sunday in order to drive store footfall.
The app extended the innovative nature of the MDiscount concept store aiming to heighten brand engagement and improve consumer in-store experience. In achieving this aim the app has been highly successful achieving a 4 star review rating on Google Play and iTunes from MDiscount customers!
Results
On a per site basis, our dedicated campaign for the M Discount Deepdale store performs considerably better than the main Morrisons brand campaigns, increasing engagement directly with the store and building a brand following.
300%
+Twitter Engagement
20%