UK convenience store chain Costcutter is using audio messaging to target consumers and drive store visits, a ‘first’ for the UK convenience sector. It’s linked up with mobile ad tech firm TabMo to add sound to its advertising output.

Shoppers within Costcutter’s target audience will be sent audio ads, alongside an on-screen mobile ad banner, while they are listening to their music streaming apps. These ads will use GPS targeting and the demographics for each Costcutter store to only send the messages to those in a relevant location.

“We’re constantly looking at how we can help our retailers thrive.  Mobile phones provide unique opportunities to drive store traffic and business value and by working with TabMo, we’ve been able to create fully integrated multi-channel advertising campaigns that are delivering real results for retailers,” said Sean Russell, marketing director at Costcutter.

“The new technology complements our unique Shopper First: Drive Five to Thrive business growth programme, which provides in-depth shopper insights and data to help tailor every aspect of the store – from range and missions to marketing and in-store execution.”

Costcutter first trialled TabMo’s audio messaging technology for its ‘Find the Gold Mic’ competition – a campaign which is nominated for the Most Effective Retail/FMCG Campaign or Solution Award at our Effective Mobile Marketing Awards. The campaign saw 50 per cent of those who engaged with the ad going into store.

“The campaign reflected the changing way in which mobile devices are used. It was the first time that mobile display and audio ads were combined to drive footfall, by capitalising on the scalable opportunity presented by the rise of voice-enabled devices and the increasing use of music streaming apps,” said Chris Childs, UK managing director at TabMo.

“Costcutter was rewarded for its commitment to taking an innovative approach, with high listen-to rates and a low cost-per-store visit that demonstrated the campaign’s success in helping to encourage customers into their local Costcutter.”