Pernod Ricard looks to mobile to boost sales

Pernod Ricard is using mobile marketing to target consumers with point of purchase promotions in a bid to be “front and centre” when consumers are buying drinks in pubs, clubs and shops.

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The company is piloting the mobile scheme in several markets in Europe and Asia. A wider rollout is possible next year.

Thierry Billot, managing director of brands at the Jameson and Absolut  Vodka maker says the industry has not not done enough to reach customers at bars and in-stores with targeted digital  promotions, despite the medium offering brands an “unrivalled” opportunity.

He adds: “Digital gives us a chance to establish ongoing relationships with consumers who want to trade-up to our premium brands. We’re experimenting with the point of purchase scheme but it could be something we expand in future”.

Pernod Ricard, along with its rivals, are increasingly turning to mobile as a key channel for driving repeat purchases. In July, the company launched a long term digital platform for its Olmeca Tequila brand. 

It is hoped that the digital push will help to optimise the company’s marketing activity and boost sales, particularly in flagging Western Europe markets such as the UK, which saw sales drop 4 per cent year-on-year in its last financial year.

Billot insists that despite the decline, there is “strong potential” for growth in the spirit and whisky categories.

The company will launch shazam enabled ads under its Absolut Vodka brand as well as ramp up marketing spend for its scotch whiskey portfolio “as the categories continue to grow.”

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Q&A: Thierry Billot, Pernod Ricard

Seb Joseph

Marketing Week speaks to Pernod Ricard’s managing director for brands Thierry Billot about exploiting the opportunities in emerging markets, the challenge of pushing its “premiumisation” strategy in a UK market in recession and the importance of promoting responsible drinking.

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