Glasgow wholesaler JW Filshill has launched a Hydro Meter app in collaboration with bottled water producer Highland Spring to help prompt shoppers to buy and drink more water.
The free app for iPhones uses eight “notifications” per day to remind users that they need to stay hydrated and using geofencing technology, it will also alert shoppers when they are within 500 metres of a KeyStore and notify them of any exclusive Highland Spring promotions available in the store at that particular time, such as two 750ml bottles for £1.
Consumers can download the app via a QR code on PoS in-store which takes them straight to the App Store. They also use it to make “brag” posts on Facebook and Twitter.
JW Filshill told Wholesale News it has made the “considerable” investment in recognition of the Scottish Government’s bid to encourage Scots to adopt a healthier lifestyle and drink less alcohol. The app launch this month is being supported by a marketing campaign that includes a week-long promotion on Radio Clyde.
It will also be promoted on 300,000 KeyStore leaflets distributed across Scotland and in-store via PoS, including window bills and hanging signs. In high-density KeyStore areas, street teams will be handing out A5 fliers while social media will also play a key role in engaging directly with consumers.
Simon Hannah, managing director of JW Filshill, said: “The app has been in development since last year and forms part of a robust consumer-facing marketing strategy in 2013 which will see us working closely with our suppliers to offer keen deals and promotions that are exclusive to KeyStore.
“We also have an increasingly active corporate social responsibility agenda and view the launch of our new app as part of JW Filshill’s ongoing CSR programme of activity both at company and KeyStore level.
As the app becomes established, the KeyStore/Highland Spring hydration initiative will be developed to incorporate areas of high footfall such as schools, universities, doctors’ surgeries, and gyms and health clubs, Hannah said.
Bill Constable, national account manager at Highland Spring, has been heavily involved in the app’s development. He said: “This is an exceptionally innovative development from one of Scotland’s leading wholesalers and convenience store groups, and an ideal collaboration for a supplier like Highland Spring. Like JW Filshill, we have a very strong CSR agenda and are already the largest provider of free bottled water in the UK for sports events, for example. We are involved in a range of sports and, at grassroots level, actively encourage young people and families to take part to help them become more active as well as understand the benefits of staying properly hydrated.”