Beacons for Baking?
What does Allrecipes, the world’s largest food-focused social network, have to do with NRF’s Big Show? Avid home cooks like me, who use the app and website regularly for instant ideas and new approaches in the kitchen, don’t have to ask. But grocers and retailers may be surprised to find that Allrecipes is piloting Verifone’s beacon system to enhance the in-store grocery shopping experience.
Since launching in 1997, Allrecipes has grown to become the world’s largest digital food brand attracting a monthly audience of 47 million home cooks. Last year more than half of the site’s 1.3 billion visits occurred on mobile phones. In addition to serving as an indispensable resource for cooks and bakers alike – 90% of whom use recipes to inform their grocery purchases – Allrecipes also offers a valuable end-to-end solution for advertisers allowing them to connect with these shoppers at multiple points of their shopping journey to shape purchase decisions through highly-tailored, highly-targeted native advertising solutions.
Allrecipes is currently piloting Verifone’s in-store beacon system to test beacon-triggered experiences that enhance the in-store grocery shopping experience for Allrecipes app users.
At Verifone’s NRF booth, attendees can get a first-hand look at how the Allrecipes Dinner Spinner app works with beacons to create a unique, engaging shopping experience.
The Allrecipes Dinner Spinner app contains Verifone’s SDK, which essentially enables beacons at Verifone’s in-store payment terminals to communicate with the app.
Here’s what it looks like from the shopper’s perspective:
- The user downloads the Allrecipes Dinner Spinner app to his or her iOS smartphone or tablet.
- Upon entering a grocery store equipped with Verifone beacon technology, the shopper’s smartphone receives a signal from the beacon via Bluetooth.
- Next, the Allrecipes Dinner Spinner app opens on the consumer’s smartphone, presenting them with one of many popular locally relevant meal ideas along with a list of required ingredients.
- The shopper can then purchase the ingredients while they’re in the store.
Everyone benefits from what has become a more valuable and dynamic user experience.
Allrecipes users receive top-rated, locally relevant recipe ideas in real-time, and advertisers reach consumers during the critical micro-moments along the path to purchase through placement of their brands’ products in the recipes’ ingredients lists. Grocery stores also benefit through increased sales. What’s not to love?
BI Intelligence estimates that nearly 4.5 million beacons will be deployed by 2018. Fortunately, this will be made easier with payment technology innovations such as Verifone Engage, Verifone’s recently unveiled line of in-store payment terminals, which is also being showcased at NRF.
Find out if beacons can be part of a winning recipe for your organization’s efforts to enhance the consumer experience. Swing by Booth 3343 at NRF for a taste of this emerging retail technology.