Online Changes; Offline Impacts

The brief

Though a nationally recognised brand, Morrisons sought our help improving a local concept store – the MDiscount. They needed to increase customer footfall by improving online awareness, which we achieved with both social media engagement and app development.

Putting MDiscount under the spotlight

Working with an innovative new discount concept, our task was to increase awareness of the MDiscount brand. Using Morrisons’ national brand guidelines, we sought out new digital techniques to bring in local customers. The local branch gave us three goals: to increase footfall, raise revenue, and improve customer loyalty.

Consistency was key to establishing the brand. We launched local social media campaigns to attract potential customers in the Preston area, focusing on exclusive discounts.

Bespoke customer apps

For a truly unique digital experience, we developed a coupon app for Android and iOS. These coupons offered local customers exclusive discounts in the Preston Deepdale store, negating the need for printed material.

Drawing on our user experience expertise, we developed a functionality that would allow consumers to scan coupons in-store at the point of purchase. The app also featured many other functions exclusive to the Deepdale store, including NAP data, opening times and a store map. Customers browsing in-store would receive real-time notifications based on location data, alerting them to further promotions.

Supporting the app with campaign management

With a successful new app, we increased its potential with innovative technology and seasonal offers. Customers could check essential store information and make a shopping list using voice-assisted technology.

We also designed seasonal campaigns to encourage local promotions, relating to events such as ‘Date Night Friday’, as well as national events like Wimbledon. By appealing to everyday users, we increased footfall day-to-day, as well as on key calendar dates.