Record breakers celebrate double milestone
Abra birthday campaign inspires basket sales exceeding £2,000
There are app-y days ahead for one wholesaler, after a digital trade promotion has seen it swipe its way to record basket sales.
London-based Abra is half way through a 15-week campaign to celebrate its 15th anniversary of trading in the industry, with average basket values exceeding £2,000, compared to an industry average of narrowly more than £1,200.
Abra is teaming up with top brands, including Coca-Cola, Walkers and Heineken, to run weekly in-depot and associated digital takeovers across the 15-week celebration until the middle of July.
While the company has seen sustained sales across the first eight weeks of the campaign, the app has been the stand-out performer, with the total number of app transactions in the second month of the campaign rising by 93% and the number of order increasing by 64% compared to the four weeks before the campaign started.
The number of app users to date has peaked at 31% compared to numbers prior to the promotion and Rob Mannion, managing director of RNF, which has powered the campaign through its mobile customer engagement platform BEAM, says it shows the impact an app can have on orders.
“The app is a sales engine,” said Mannion. “It has been driving up sales and to smash through the £2,000 mark is something to celebrate.
“This campaign shows the value our customer engagement platform adds to the bottom line by sustaining impressive sales week after week. There is an appetite among wholesalers to look at new ways of boosting sales, with relevant data analytics and using BEAM to engage more with customers is a compelling one.”
Brands that have paired with Abra to support the campaign have featured on in-app advertising and rich push notifications that help to promote deals and increase engagement – a technique that benefits all parties.
Abra Managing Director Craig O’Connor said: “The Abra app is an important part of our strategy. Through a series of campaigns, Abra has maintained a continuous and relevant engagement with its customers using the app.
“The digital engagement and user friendliness of the app have ensured we have reported very impressive sales figures early on into the campaign. It’s set the bar high and we will continue to push this ambitious campaign to yield higher basket sales. The team at RNF have hit the bullseye with their customer engagement platform.”