Fried chicken vendor KFC has shown that mobile location based promos do actually work, with a three month trial driving increased footfall and a very impressive click through rate to its site.
The campaign launched in March this year to promote KFC’s burrito range. It successfully drove nearby consumers into KFC stores through proximity targeting and conquest targeting at competitor locations. In addition to an uplift in store visitation, the campaign showed that engaging with customers nearby KFC stores drove a click through rate 40% above the industry benchmark.
“Our target audience tends to be young adults and busy families who are becoming more and more reliant on their mobile devices to make their lives easier. Leveraging the most accurate location technology helps us reach our audience at the right place and at the right time with offers that are relevant to them,” explains Jenny Packwood, Head of Digital, PR & Brand Communications, KFC.”
The food chain used location marketing tech and services from xAd with a campaign devised by agency Blue 449. xAd targeted quick service food consumers to identify and reach the relevant target audience for KFC. The chain found that the most receptive demographic to location-based targeting were busy parents with families. This insight drove the chain to tailor its campaign for this segment with dynamic creative which showed the distance to the nearest store.
“We combined xAd’s technology to identify potential customers within the proximity of KFC and competitor stores, with day-part targeting,” explains Jamie Allard, Group Digital Strategy Director at Blue 449. “Combining these targeting levers helped tailor messaging and promotions and ultimately helped boost KFC store visits, achieving our specific mobile KPIs.”
Theo Theodorou, Head of EMEA at xAd, adds: “The quick service restaurant market is a competitive one with restaurants battling it out to convert hungry and time sensitive customers. When it comes to sensing consumer appetite at the right time and in the right place, chains like KFC need to be increasingly innovative to engage their audience. Location data holds the power to deliver more personalised customer experiences. The better the understanding an advertiser has of the customer’s profile, in addition to their context, the more relevant they can be when targeting the individual.”
In recent work for Starbucks and Asda in Europe, xAd drove an average of over 60% store visitation lift through a combination of proximity and audience targeting to increase brand awareness and footfall into stores.