BigDL is a new mobile-phone based promotional tool that allows retailers to target consumers with one-to-one communications. We speak to CEO Matt Norbury to get the low down on what BigDL is, and how it works.
What is BigDL?
It is a mobile application that gives consumers access to a number of promotions with participating retailers, including exclusive deals only available to BigDL members. When a user approaches a shop, they are alerted to the offers available inside.
How does it work?
Retailers sign up and we include their promotions on the app. It requires no integration with a store’s systems. We visit the retailer, place two Bluetooth beacons at the front of the shop and in the centre. They have a 25m radius. Alerts are then sent to consumers with the phone app when they come into that radius. There’s no blanket approach – this is one-on-one communications. It can demonstrate to the retailer who the shopper is and that the alert brought them in-store. There’s so much we can do with that data.
How much upheaval does the installation require?
BigDL comes with a stand-alone battery-operated till dock that allows retailers to scan mobile phone codes into their system without the need for expensive upgrades. It’s been a breakthrough. The retailers gets a CMS log in and manages their own deals and promotions. Or head office can do that for larger chains. It’s very light touch, it can be up and running in half an hour and we provide shelf-talkers and wobblers.
So what’s the best way to begin?
Get a strong promotion out there, something that will get your customers downloading the app. With the till dock and mobile coupons we get interest from brands keen to run promotions. Whyte and Mackay is one such example; it allows them to communicate to customers on their terms. They could run a promotion with £1 off a bottle of whisky, for example. It’s response-based marketing. The platform measures everything so there are endless opportunities to add value.
And have any c-stores signed up?
We’re currently working on a pilot with Londis and figuring out how to take BigDL to all Londis retailers. There are another couple of retailers of similar size in discussions with us.
What’s the benefit for c-stores?
It gives them the real power to compete with the big boys – it’s real-time communications and real-time feedback. We’ve found that store owners we work with are really keen to advocate the brand.
Should all retailers be looking to technology?
It’s critical to use technology to your advantage. The market is more competitive than ever and with the aggressive roll-out of the multiples in the convneicence space and the technhology they have, to compete… anything that can help analyse the effectiveness of marketing is paramount to meeting consumers, expectations. They expect a coherent message. 83% of consumers are happy to provide personal details for relevant offers. That is changing, there’s less concern about handing over data.
What’s your own background?
I started BigDL’s parent company, IAT, when I left school. I deferred university for a year and 18 years on I’m still deferring it. We’ve been spending the last 18 months working on BigDL and we’ve now at the pilot stage. This month we’ll be ramping up both our marketing and retailer roll out.
Mark Norbury is CEO of BigDL, an offshoot of IAT, a company he founded after leaving school.
