Case Study

Centra Increases Sales, Footfall and Loyalty With Local Marketing

Centra is Ireland’s leading convenience retail group, with stores in over 450 locations throughout the country.
It is part of Musgrave Retail Partners, one of Ireland’s largest grocery and food distributors and has a reputation for quality, value and friendly service.

The Challenge

Centra was looking for a fast, simple solution to build a customer database, promote special offers and generate immediate footfall. The solution needed to be quick in order to respond to competitors’ offers. It also needed to be easily graspable for those without advanced IT skills to accommodate owners of every store.

The Requirements

Data Compliant
Low Cost
Brand Consistent

The Solution

ZinMobi created an intelligent mobile marketing platform branded as the Centra Text Message Marketing Service. This enabled each Centra store owner to send text messages to their customers who signed up to receive exclusive offers, as well as allowing head-office to monitor outgoing campaigns.

The ZinMobi team provided support for each of the Centra stores, as well as conducting live demos with store owners who had little online experience.

Local Centra stores took advantage of localised marketing, creating engaging campaigns around local events, sporting events and charity days, which generated high engagement and instant footfall. Centra tested the strengths of inbound campaigns by running numerous text-to-win competitions for big events such as the All Ireland Hurling Championship, which yielded massive response and grew the Centra database tremendously.

Local stores continue to use this feature to generate brand awareness and customer engagement with great success.

Features They Use
Database Building Tools
Consent Management
Smart Filters
Inbound Campaigns
Mobile Coupons
Local Store Marketing
Head Office Approval System
The Result

Customer Loyalty

Stores not only saw an increase in sales, they also experienced a huge demand in customers requesting to join their loyalty club without any direct promotion.

Extensive Database Acquisition

Lack of customer contact details meant that many Centras could not engage in direct marketing before ZinMobi. The customized starter packs allowed Centras with no customer database to build one from scratch quickly, efficiently and at low cost.

Increase In Footfall

The impact of campaigns could be identified almost immediately; Liam O’Riordan, owner of Centra Tory Top Road, Cork City, states – “The first offer we did was four cans of mineral for €1. People were in the door within five minutes on a Saturday. The shop was packed out and this offer gave a €1,500 /€1,600 boost compared to a normal Saturday!”

Control & Reporting

Head Office has the option to view all campaigns scheduled/sent on the main dashboard as well as extensive overview of opt-out rates and database figures for each store.

Nationwide Adoption

Centra Text was first adopted by a handful of Centra stores in 2012. By 2014, an outstanding 327 stores had signed up due to the massive success seen by those using the system.