RNF and Abra held the industry’s very first Virtual Trade Event yesterday run exclusively through the Abra ordering app and RNF’s bespoke wholesale customer engagement platform BEAM.
The campaign set out to take advantage of the growth of online purchasing by business customers. Abra wanted to test a way to engage with their customers remotely and drive increased use of their app.
A mix of SMS, push notifications and advertising within the app were used to encourage app downloads, drive awareness of the Virtual Trade Event, highlight particular offers, drive up engagement with the app and encourage participation on the day itself. A number of deals from high profile suppliers such as Diageo, Pepsico, Heinz, Coca-Cola, Kimberley Clark and Unilever were exclusive to the app driven event and available to customers for one day only.
Results have been very impressive. An initial SMS resulted in a 443% increase in new daily active app users. A simple push notification had an 8.5% open rate vs industry average of 3.5%. In terms of sales, the one-day event resulted in the highest ever transactions from the app on a single day up an impressive 96% versus the previous month’s average for a Tuesday and up 58% versus the previous month’s weekly average. Daily number of orders was up by 217% versus previous month’s average for a Tuesday. Finally half of the unique users ordering products on the day of the event had never previously purchased through the app equating to 31% of transactions on the day.
Rob Mannion, RNF Managing Director said, “It’s great to be involved with an industry first like this and to be able to demonstrate to the UK wholesale sector the incredible power of mobile marketing campaigns. Not only are apps allowing wholesalers to offer their customers a true choice in how they do business with them, they are also opening up significant opportunities to engage with their customers in a personalised and relevant way.”
Craig O’Connor, Abra’s Managing Director said, “Our app is a key component of our growth strategy. We are just at the beginning of the journey of discovery and the opportunities for both Abra and our suppliers are limitless. We intend to use the technology to drive sales across the whole spectrum of ranges going forward”
David Gilroy who works with both businesses and came up with the initial concept said, “We all know that wholesale is about relationship building. RNF’s Beam technology brings relationships right up to date through digital engagement. This is an effective, exciting and practical application of mobile marketing.”
If you’d like to find out more about how you could run a similar event contact us here.