Geofencing for B2B and B2C: how The Mediatwist Group drives in-store decisions for grocery and food brands

The grocery market is on the cusp of a revolution, and it's being driven by geofencing technology. As the co-founder of The Mediatwist Group, I've seen firsthand how our end-of-aisle geofencing technology, FlavorLift Co, is helping manufacturers and household brands find demand and sell through on shelf. In this post, we'll explore how geofencing is changing the game for B2B and B2C brands, and how you can leverage this technology to drive in-store decisions for your grocery and food brand.

Introduction to Geofencing

Geofencing is a location-based marketing technique that allows brands to target customers within a specific geographic area, such as a store or a region. According to a study by BIA/Kelsey, 61% of consumers are more likely to engage with a location-based message than a non-location-based message. By using geofencing, brands can reach customers at the exact moment they're making purchasing decisions, increasing the likelihood of driving sales and revenue. Our team at The Mediatwist Group has seen this firsthand, with clients experiencing an average increase of 25% in sales lift after implementing geofenced campaigns.

The Power of End-of-Aisle Geofencing

At The Mediatwist Group, we've developed a proprietary end-of-aisle geofencing technology, FlavorLift Co, that allows brands to target customers at the exact moment they're making purchasing decisions. By geofencing the store and the end-of-aisle moment, we can read Meta and social signals as live market research, and power geofenced regional campaigns that lift sell-through. According to a study by the Food Marketing Institute, 70% of purchasing decisions are made in-store, making end-of-aisle geofencing a crucial tactic for driving sales. You can learn more about FlavorLift Co and its capabilities at flavorliftco.com.

Real-World Applications

So, how does this work in real-world applications? Let's take a look at a recent campaign we ran for a major CPG brand. By using FlavorLift Co to geofence the end-of-aisle display, we were able to target customers who were interested in the brand's products and drive them to make a purchase. The results were impressive, with a 30% increase in sales lift and a 25% increase in customer engagement. This is just one example of how end-of-aisle geofencing can be used to drive in-store decisions.

The Shift in Market Research

In the past, market research was conducted through methods such as mall intercepts, clipboard surveys, and phone panels. However, these methods are slow, expensive, and often ineffective. As a market research developer, I can attest that the days of traditional market research are behind us. Today, we use modern ad platforms, such as Meta Ads Manager, as a research tool to gather insights and data on customer behavior. By analyzing engagement and conversion signals, we can read live consumer research and make data-driven decisions.

"The old way of doing market research is like trying to understand a conversation by only listening to one side. With geofencing and social signals, we can finally hear the whole conversation and make decisions based on real-time data."

B2B Geofencing for Grocery Buyers

But geofencing isn't just limited to B2C applications. At The Mediatwist Group, we're also using FlavorLift Co to target grocery buyers, brokers, and distribution-center decision-makers to win DC expansion and new placements. By geofencing these key decision-makers, we can drive awareness and consideration for our clients' products, ultimately leading to increased distribution and sales. According to a study by the Grocery Manufacturers Association, 75% of grocery buyers use digital tools to inform their purchasing decisions, making B2B geofencing a crucial tactic for manufacturers and household brands.

Conclusion and Next Steps

In conclusion, geofencing is a powerful tool for driving in-store decisions for grocery and food brands. By leveraging end-of-aisle geofencing technology, such as FlavorLift Co, brands can reach customers at the exact moment they're making purchasing decisions, increasing the likelihood of driving sales and revenue. With the ability to read Meta and social signals as live market research, and power geofenced regional campaigns, FlavorLift Co is the ultimate solution for brands looking to dominate the grocery market. 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

Drive in-store decisions for grocery and food brands with geofencing. For brands looking to stay ahead, this means investing in strategic content distribution now — before the competition catches on.