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DEERFIELD, Ill. — Starting this month, two of Mondelēz International's candy brands, Swedish Fish in the United States and Cadbury in Canada, will utilize the Turnstyle platform to measure and engage with consumers inside retail partners' stores.
The brands are sponsoring the deployment of free public Wi-Fi in participating retail outlets for a pilot period of three to four months in order to provide a valuable amenity to consumers while learning about on-premise behavior, the company said.
Participating retail partners are Mac's Convenience Stores in Canada and QuickChek c-stores in the U.S.
The Turnstyle partnership has been live in Canada since the beginning of December. Consumers who sign into the Wi-Fi receive valuable, location-based marketing rewards as they enter or exit participating locations. Each visit throughout the month of January will be rewarded with an offer, up to a maximum of 10 per person.
"We are excited to be working with Turnstyle to enhance the customer offering and experience through Wi-Fi," said Kim Yansen, director of field shopper marketing at Mondelēz International. "As we move toward interactive digital experiences, it's important that we connect our brands and partners together to create an offering that resonates with consumers. Leveraging Turnstyle's technology, we are able to connect with them one-on-one, in a unique way."
Throughout New Jersey, Swedish Fish and QuickChek will send valuable promotional offers to consumers who have signed into the Wi-Fi, with the aim of rewarding customer loyalty. This program fits within QuickChek's broader strategy of using digital tools and technology to enhance consumer interaction and loyalty.
More than 10,000 consumers are expected to participate in the pilot program, Turnstyle will provide both the brands and the retailers with detailed analytics on consumer behavior, short-term promotional effectiveness and the long-term impact on consumer engagement.
"We are excited to be working with Mondelēz International to bring something relevant to consumers," said Ryan Freeman, senior director, partnerships and business development at Turnstyle. "This campaign has the ability to reach customers with offers in real-time, based on their location and interaction with both the retailer and the Mondelēz International brand."
Turnstyle was selected as one of eight startups to participate in Mondelēz International's Shopper Futures program in September 2015, as CSNews Online previously reported.