Absolut Vodka’s innovative marketing approach
Utilising technology, the company is encouraging consumers to purchase either a four pack or single bottle out of its new pre-mixed Botanik vodka range. Customer are then given the option of taking a photograph of their receipting and sending it to Absolut Vodka for a full recommended retail price refund.
Shopitize, the UK orginated external agency responsible for the idea, says the marketing approach is new and being tested itself.
“We’re excited to be trialling this this new mobile technology from Shopitize,” said Richard Dumas, Head of Shopper Marketing for Pernod Ricard, the parent company for Absolut Vodka.
“Our consumers are spending more and more time on their mobile phones which are with them when they shop. We wanted to put our shoppers first and use mobile to reward them in real time for purchasing our products in-store,” Dumas said.
The opportunity for customers to get their money back is currently being advertised in liquor stores and through Facebook advertising. To participate, customers have to text a particular advertised word to a mobile phone number provided on packaging.
Absolut Vodka is the first company in Australia to use the system. It was originally developed in the UK where it has handled 10 million shopping transactions.
“We make it easy for marketers to implement a mobile strategy…. It’s a proven platform that’s agile, rapid and branded to the marketer’s needs,” said Janet Bailey, Managing Director of Shopitze Australia.
“Brands and retailers can leverage the technology either via a mobile website or a mobile app. The inbuilt targeting ability, promotional controls and fraud detection makes for a very efficient solution. Plus the reporting allows marketers to monitor their campaigns and learn more about their shoppers every day,” said Bailey.