Italian retailer Gruppo VéGé has expanded its proximity marketing project, three years on from the first installation of beacons in its stores.
The company has increased the presence of said beacons to 870 stores, in an initiative that will see push notifications sent to shoppers' smartphones and devices, to notify them of promotional campaigns.
Gruppo VéGé, together with tech provider Join Tag, have introduced the Kariboo model, the first national proximity marketing platform which, both parties claim, is set to revolutionise the retail sector.
In-store geofencing and proximity sensors will communicate with shoppers as they make their way around the store, interacting with a network of apps affiliated to Kariboo.
Gruppo VéGé has also launched a nationwide marketing campaign in partnership with Coca Cola HBC, to demonstrate the potential of the new communication channel.
According to CEO Giorgio Santambrogio, Gruppo Végé is the only national retail operator to have rolled out proximity marketing in such a comprehensive.
to have available the new proximity marketing channel in an extended and run-in way, able to reach the customer both near store and near product.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
