US C-Store Giant Acclaims NZ-Devised Promotional App

US C-STORE GIANT ACCLAIMS NZ-DEVISED PROMOTIONAL APP

‘Scratch Power’, a promotional smart phone app devised by Wellington-based retail marketing and digital content specialist First Star Communications in partnership with app innovator Carnival Labs, launches across C-store giant ampm’s 950-strong US retail network today.

The app, freely available for android and iPhone from Google Play and the App Store, triggers a ‘scratch and win’-style promotional game offering instant prizes ranging from iPods and $500 Apple gift cards to snack foods and beverages. Additional plays are earned when customers scan a QR code on in-store signage. Customers can play up to once a day from now until 4 December.

“We’ve been working with ampm in the US for a number of years, and we recently conducted research into how their market of predominantly young males was engaging with digital media and mobile gaming,” explains First Star Director Adam Blackwell. “That research indicated growth at a phenomenal rate, so it made sense for us to design a rewarding brand experience around technology that ampm customers are increasingly familiar and comfortable with.

“Scratch Power is all about simplicity and fun,” Blackwell adds. “It’s a way of adding value to the shopping experience. But it also has significant benefits for the retailer. It largely eliminates the high financial and environmental cost of printing, distributing and storing collateral associated with traditional ‘scratch and win’-style promotions.

It is customer-driven, so it doesn’t rely on specially trained or motivated front line staff. And the retailer can see, in real time, how many downloads have been made, how many prizes have been claimed, and at which stores and geographical centres activity is greatest.

“It enables ampm’s marketers to better understand the behaviour of their customers, and communicate with them accordingly."

That ability is enhanced further by a built-in facility called ‘core push’. Once customers have downloaded the app, ampm marketers can devise and ‘push’ bonus offers to select recipients according to particular circumstances in specific geographical locations.

“For example, it might be a scorching hot day in Phoenix, Arizona, so customers located there might receive a voucher for a discount on cold drinks,” explains Blackwell.

Gary Schechner, ampm’s Advertising, PR and Marketing Manager, says Scratch Power is exactly the kind of promotion the company has been looking for to attune to the market’s increasing engagement with mobile technology.

“We’re showing them the value of being an ampm customer, in a really simple way, using their preferred medium of communication,” he says. “It’s groundbreaking."

Blackwell says the principles and technology behind Scratch Power are easily transferable to other retail operations, such as supermarkets and chain stores.

“Any company looking to add value and cement loyalty to their brand by exploiting the accelerating uptake of mobile technology will benefit from this kind of promotion."

ENDS

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