Mobile Marketer has re-launched! Click here to learn more!

Allrecipes provides contextual content through beacons at grocery stores

Meredith?s online recipe hub Allrecipes is using beacons to target shoppers at Marc?s grocery stores with recipe ideas at a time when they are likely to be interested in the content. 

Users of the Allrecipes Dinner Spinner app will receive notifications while shopping at bricks-and-mortar locations in Ohio at beacon-equipped Marc?s. Shoppers will be served with messaging that provides a look at relevant recipes that are currently trending to help decide on grocery lists and purchases.   

?This program allows us to deepen the value we provide to cooks during the planning and shopping portions of their cooking journey ? which results in app downloads, visits and views; and opens up more ways for our proprietary native shopper marketing solutions to deliver value and insights for brands,? said Corbin de Rubertis, head of shopper marketing at Allrecipes

Spinning mobile relationships
Allrecipes Dinner Spinner app users will now receive push notifications at Marc?s stores that help them decide on what to make for meals, featuring ingredients that are on sale or offer a less expensive option. The idea stems from consumers? age-old dilemma of looking for something to make for dinner. 


Allrecipes' mobile app

The beacon deployment provides contextual information and recipes to target users when they are most likely to engage with content. When app users with push notifications enabled walk into a Marc?s store, they will receive a message that informs them of a particular ingredient's discounted price, along with recipes that feature it. 
The Dinner Spinner app provides users with relevant recipes based on entered search parameters, making the beacon deployment an ideal next step for the platform. Grocery stores and beacons are becoming more intertwined as users often rely on their mobile devices for help while shopping for food.  

Brewing with beacons
Similarly, craft brewery Schlafly Beer leveraged beacons located on beer taps to send customized messaging to consumers as it joins a growing network of bars and restaurants in St. Louis, MO, adding sparkle to their marketing via mobile technology (see more). 

Unilever?s Maille mustard brand also added a dash of beacon marketing to help it target foodies in Los Angeles and Chicago grocery stores, driving sales at the point of purchase while gaining earned media for the brand?s first digital campaign in the United States (see more). 

?With monthly mobile views ranging from 26M ? 35.9M per month, in-app and mobile Web, Allrecipes is focusing on leveraging innovative technologies that help make grocery shopping and cooking more rewarding for home cooks while they are on-the-go,? Mr. de Rubertis said. ?Investing in beacons provides us the ability and confidence to deliver timely, relevant, meaningful dinner recommendations at the exact time when it matters most to cooks, and brands."