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Oxxo is one of the leading brands in the convenience store market and has given lessons on how to understand the consumer.
Location-based marketing uses a very interesting element, in the case of Oxxo the initiative is to add local brands.
Locating the consumer by place is relevant and has the same dimension as locating it by time.
Oxxo activated an interesting promotion for inhabitants of Puebla and demonstrates a very important point, which is that location-based marketing has never been so relevant, also being from Puebla has never been so relevant.
The idea has a very simple foundation and is that it is a local initiativewhich adds brands to a campaign called “Discount Tuesdays for Pueblans”, which allows inhabitants of the capital city of Puebla to access discounts in various establishments affiliated with this program.
This action consists of offering Oxxo refills for 10 pesos, three-for-two promotions and a 70 percent discount on selected products for people from Puebla who visit some of the 770 establishments affiliated with the program.
One of the most valuable assets in location-based marketing is identifying the guidelines that help a brand take advantage of the regional resources of the place where it operates. For example, it is not the same to think of a promotion strategy for a water brand in Monterrey, which is going through one of the worst situations in terms of supply of this liquid, than in certain municipalities of Mexico City, where there is a regular supply of water. current and this type of mentions can be activated.
We welcome @Tiendas_OXXO ☕️ to Discount Tuesdays for Poblanos. 👏🏼
With more than 700 businesses participating in this initiative, we continue to reactivate the local economy.
Visit: https://t.co/Z6NCOTWs7h#WithYouAndWithRumbo ↗️ pic.twitter.com/ELbrtOiNic
– Puebla City Council (@PueblaAyto) June 21, 2022
– Very important purchasing decisions are made within the point of sale and now Oxxo is betting on location-based marketing to achieve results –
What you can do with good location-based marketing is instruct the measures that help you better engage with your consumers. appealing to regional aspects.
A sensational case to understand it occurred in 2011 with an interesting campaign that H&M deployed worldwide with Gisele Bündchen as the protagonist of the story.
The piece is priceless and drew attention to the adjustments that had to be made to the creative execution, where part of the model’s body was censored in order to activate the campaign in Arab countries.
This singularity in the power of a brand when it understands the regional market where it operates, is increasingly based on consumer habits.
Let’s think about what it does Waze in its app, where the location offered by its technology has been the main asset of campaigns to activate messages and directions depending on the location of its users and the piece was not wasted, on the contrary, it becomes a guideline on how to manage the operation of a business.
The best experience of CDMX was having traveled in Uber with the voice of Mama Lucha from Bodega Aurrerá in Waze and being directed in the direction of saving.
— Emm Reg ₿ (@EmmanuelSayre) June 9, 2022