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Birds Eye incentivises retailers to sell its products

Birds Eye is among a number of major brands using Instant Access Technologies' (IAT) epoints reward system to incentivise convenience retailers in the UK to sell its products.

The frozen food group joins Molson Coors, Danone Waters, Tetley, Whyte and Mackay and News UK in using the scheme to reward retail partners such as Spar, Londis and Nisa for achieving a number of specific goals, including sales targets, compliance and stocking core ranges.

Optician group Specsavers also recently introduced the epoints rewards programme, allocating points to employees who have completed financial and personal development goals. These points can then be redeemed against a choice of more than two million products, such as home accessories and gaming items.

IAT is the company behind Big Deals Local (Big DL), which provides consumers with a personalised Twitter-like feed on a mobile app that contains high street retailers' latest deals and special offers. The FMCG brands that have signed up to the epoints scheme are also using the Big DL technology.

Brands will be able to offer exclusive deals within participating stores via the Big DL app. Customers can redeem these promotions at the till point, using mobile coupons.

The venture is in partnership with REL Field Marketing, which will educate retailers about the scheme and install beacons to help facilitate targeted promotions to customers' mobile phones, via Bluetooth technology, when they are in a store.

Steve Chantry, UK marketing director at Birds Eye, said: "We are increasingly interested in how we can lever digitally-enabled solutions across all of the shopping channels where our brand is sold. 

"For example, Birds Eye typically over-indexes within our retailer partner eCommerce sites, and initial programmes of using digital activation tools in the physical shopping environment have delivered some very positive results. We are very keen to understand how the epoints solution can help us, in combination with other brands to reach the necessary scale, to maximise the opportunity in the convenience sector."

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Instant Access Technologies

Big Deals Local

REL Field Marketing