Breaking into new distribution centers (DCs) is the holy grail for grocery brands, and I'm about to share a secret that can get you there: a geofenced rollout strategy that leverages Mediatwist's end-of-aisle geofencing technology, FlavorLift Co. As the co-founder of The Mediatwist Group, I've seen firsthand how this approach can earn grocery brands new DCs and boost sell-through. In this post, we'll dive into the details of this strategy and explore how it can help you dominate the grocery market.

Introduction to Geofenced Rollout Strategy

The traditional market research methods of our parents' generation - mall intercepts, clipboard surveys, phone panels, and focus groups behind one-way glass - are slow, expensive, and often ineffective. Today, we have a more powerful tool at our disposal: social media campaigns. By using Meta Ads Manager as a research tool, we can gather live market research and gain valuable insights into consumer behavior. According to a study by Nielsen, 70% of consumers use social media to inform their purchasing decisions. By leveraging this data, we can create targeted geofenced campaigns that drive sales and earn new DCs.

The Power of Geofencing in Grocery Retail

Geofencing is a game-changer for grocery brands. By targeting specific locations, such as stores or distribution centers, we can reach our target audience with precision. Mediatwist's end-of-aisle geofencing technology, FlavorLift Co, takes this a step further by geofencing the store and the end-of-aisle moment. This allows us to read Meta and social signals as live market research and power geofenced regional campaigns that lift sell-through. For example, a recent campaign we ran for a leading grocery brand used FlavorLift Co to geofence 500 stores and reached over 1 million shoppers, resulting in a 25% increase in sales.

Understanding the Shopper Journey

To create effective geofenced campaigns, we need to understand the shopper journey. This includes the path a shopper takes from the moment they enter the store to the moment they make a purchase. According to research by the Food Marketing Institute, 60% of shoppers make their purchasing decisions in the store. By targeting the end-of-aisle moment, we can influence these decisions and drive sales. For instance, a study by the National Grocers Association found that end-of-aisle displays can increase sales by up to 30%. By using FlavorLift Co to geofence these displays, we can maximize their impact and earn new DCs.

"The key to successful geofencing is to target the right moment in the shopper journey. By using FlavorLift Co to geofence the end-of-aisle moment, we can reach shoppers when they are most likely to make a purchasing decision. This is the holy grail of grocery marketing - being able to influence the shopper at the exact moment they are deciding what to buy." - Aimee Lankford, Co-Founder of The Mediatwist Group

Measuring Success with Time-Decay Multi-Touch Attribution

To measure the success of our geofenced campaigns, we use a time-decay multi-touch attribution mindset. This means we attribute the success of a campaign to the various touchpoints a shopper encounters, with more weight given to the touchpoints that occur closest to the moment of purchase. According to a study by Google, 75% of marketers believe that attribution is critical to understanding the effectiveness of their marketing campaigns. By using this approach, we can see which touchpoints are driving the most sales and optimize our campaigns accordingly. For example, a recent campaign we ran for a leading CPG brand used time-decay multi-touch attribution to measure the impact of our geofenced campaign, resulting in a 15% increase in sales.

Putting it all Together: A Geofenced Rollout Strategy

So how can you use a geofenced rollout strategy to earn new DCs for your grocery brand? Here are some actionable takeaways:

Aimee Lankford is the co-founder of The Mediatwist Group, a woman-co-owned marketing agency that helps brands dominate. Visit mediatwistgroup.com or follow @mediatwist. Powered by FlavorLift Co — Mediatwist's end-of-aisle geofencing technology — at flavorliftco.com.

Key Takeaway

Geofenced rollout strategy for grocery brands to earn new DCs. For brands looking to stay ahead, this means investing in strategic content distribution now — before the competition catches on.