French beverage company Pernod Ricard is turning to mobile technology to promote its point of purchase campaign among consumers in a bunch of markets across Europe and Asia. According to a recent article in Marketing Week, the company is launching the project this year and could introduce the scheme in other markets in 2013.
Pernod Ricard, the distiller behind the renowned aniseed liquor, as well as brands Jameson Whiskey and Absolut Vodka, along with Mumm and Perrier-Jouet champagnes, is looking to benefit from the increasing use of digital technology by reaching its customers through their mobile devices in pubs, clubs and supermarkets.
Mobile marketing is becoming quite popular among businesses in the sector as a tool for encouraging repeat purchases. Earlier this year, Pernod Ricard unveiled a digital marketing campaign for its Olmeca Tequila brand. Together with the fresh mobile scheme, the beverage maker aims to foster its marketing activity and trigger higher sales, especially in western European markets where its operations are losing scale. The company suffered a 4% annual decline in sales in the UK in its last fiscal year. Pernod Ricard also considers introducing shazam-enabled adverts for its Absolut Vodka product and boosting investments in its scotch whiskey brands.
According to Thierry Billot, Pernod Ricard’s managing director of brands, beverage makers are yet to recognise the benefits of digital technology when it comes to engaging customers at the point of purchase. Digital platforms will help build strong ties with consumers eager to spend on our premium brands, he said.