1. THE PATH TO PURCHASE
inMarket Case Study
How American Licorice Raise Purchase
Intent by 200% with inMarket
Goal
Raise awareness and purchase intent.
Summary
American Licorice Company, one of the U.S.’s original licorice
Red Vines and Sour Punch brands. In the super-competitive candy
mobile-enabled shoppers, a segment that now makes up over 50%
of all consumers.
Execution
million grocery stores across the U.S.
inMarket 20 million shoppers received push messages and social media updates alerting them to Red
Vines and Sour Punch, and were polled on initial purchase intent (5.9% for Red Vines; 7.5% for Sour
Punch).
Upon visiting a store, CheckPoints users actively sought out Red Vines and Sour Punch in the candy aisle.
After engaging with each product, consumers received a rich, customized message from American Licorice
via mobile.
Results
Before inMarket’s in-store engagement program, Red Vines and Sour Punch accrued single-digit
purchase intent numbers. inMarket successfully lifted purchase intent to 25.1% and 32.6%
respectively
The campaign generated over 126,000 in-store product engagements.
Thanks to inMarket’s pay-for-performance platform, American Licorice Company achieved an
outstanding ROI of 200%.
–
Michael Kelly, Consumer Communications Manager, American Licorice Company
For more information please contact your inMarket representative | inMarket.com | 310.392.0500 x117 | sales@inMarket.com