What’s for Dinner Tonight? Allrecipes and Marc's Stores Use Beacons to Give the Answer

Digital food brand Allrecipes, which records 1.3 billion visits annually, has introduced in-store beacon triggered experiences in Marc’s grocery and pharmacy stores to provide its shoppers with personalized meal recommendations through the Allrecipes Dinner Spinner app. In-store notifications are triggered on shoppers’ smartphones by payments and commerce solutions company Verifone and its beacons system that is powered by the Footmarks SmartConnect proximity platform across all 58 Marc’s Stores in Ohio.
“Marc’s and our chain of stores are excited to be a part of this collaborative effort that brings together meal solutions, the grocery experience, and digital to the forefront of our customers’ shopping experience” says Day Armelli, marketing director for Marc’s. “We anticipate this will open up additional doors that allow us to deliver greater value to our customers by helping them make the most out of their in-store shopping experience.”
The hyper-local beacon triggered notifications are delivered to Allrecipes Dinner Spinner app users on their smartphones upon entering a Marc’s store, providing the shopper with meal recommendations trending among local home cooks along with recipes featuring products on sale at that particular Marc’s store. Heightened relevancy to shoppers is further provided by considering the season and local weather to determine appropriate meal ideas.
“As the grocery industry evolves, we’re seeing technology and retail converge in new and innovative ways,” said Stan Pavlovsky, Allrecipes’ President. “We understand the importance of using technology to craft in-store engagements that are personal to shoppers, stores and brands, and this partnership serves as a first step in providing timely, relevant meal solutions for busy home cooks as soon as they walk through the door.”
This solution is uniquely designed to address two of shoppers’ greatest shopping objectives – figuring out what to make for dinner that night, and stretching their grocery dollars further. Presently, shoppers view 35 million recipes monthly from their phones while they are in-store making grocery purchase decisions.
This partnership also opens up native advertising opportunities, allowing brands to take advantage of Allrecipes hyper-local, retailer-specific targeting to deliver highly relevant product promotional offers to shoppers during key decision-making moments as they shop.