It’s the middle of the workday, and your phone starts buzzing. It’s an invitation for a Girls Night! Like any good guest, you ask if there’s anything you can bring. You’re assigned the most important aspect of the night – the beverages. But this task comes with a special twist; you and your friends have made a pact to (actually) do Dry January.
On the day of the party, you visit your local supermarket where there are many non-alcoholic options. One brand catches your attention, FRE, with aisle signage that includes a QR code to download a quiz to recommend mocktail recipes. Thankfully, these are people you brunch with, so you know most prefer citrus-flavored drinks and have a weakness for chips and salsa. Ta-da, three personalized mocktail recipes are shared!
FRE Wines, the leader in the alcohol-removed category, recognizes how important it is to create a personalized experience for each customer. FRE Alcohol-Removed Wines turned to Lumavate to create a mobile app quiz that helps consumers learn about their varietals and find the perfect mocktail recipe.
How the FRE Wine Quiz Works
To activate the app in-store, consumers scan the QR code located on the FRE aisle signage to take a quiz that uncovers three perfect mocktail recipes for any occasion. This fun quiz takes under 30seconds to complete, and the user is immediately matched with three mocktail recipes. In addition, users can navigate the Progressive Web App to explore and learn more about FRE, including Varietals, Dry January Overview, Frequently Asked Questions, and Where to Find FRE.
The brand promoted the FRE quiz app throughout the month over its social channels.
Winning Over Consumers in Aisle
Customer-facing CPG apps are designed to engage consumers. Some mobile Progressive Web Apps may be temporary and tied to particular brand promotions, such as a promotional campaign or specific seasonal offers. Getting consumers’ attention in the aisle is a challenge for any brand. With endless choices and consumers trying to shop as quickly as possible, brands need clever ways to engage the consumer before and during the in-store buying process. In fact, according to Accenture, 91% of consumers say they are more likely to buy from brands that provide relevant offers and recommendations.
Using Progressive Web App technologies to create a flexible, adaptable app without developer support lets marketers place an activation for an app anywhere there’s a call to action in the campaign. For example, a brand could link it to an Instagram story and then have a QR code on product packaging, enabling shoppers to scan and activate the app in-store or view a “lightweight” version on a laptop home screen. Brands like FRE can utilize Progressive Web Apps in so many ways. But it doesn’t need to be an over-the-top idea. Sometimes the best marketing initiatives are simple, just with a twist. We’ve put together our favorite page designs for inspiration.
Takeaway: Using a Progressive Web App to create a unique brand experience engages the shopper, which will help them become a loyal brand user. By simplifying the designing, building, and publishing of mobile apps without requiring development resources, marketers can focus on what matters most – delivering an exceptional customer experience.
- Want to experience FRE Wines mobile app for yourself? Take the quiz to find your perfect three mocktail recipes.
- Take a deeper dive into a strategy for reaching today’s consumers through the evolving customer journey with Carla Cruz, Director of Digital Marketing at Trinchero Family Estates, on an episode of the Real Marketers podcast.