You walk into a Marc’s grocery store. You know you need milk and eggs, but you have no idea what to make for dinner. Suddenly, you get a notification from the Allrecipes Dinner Spinner app, which you use to find recipes for your favorite dishes and to discover new ones. You love it because it’s personalized for you—providing curated recipes for your particular tastes and dietary preferences. You look at the notification. It’s a dinner recipe—is this thing psychic? It looks delicious, and you can purchase everything you need for it right now, in the store, with on-sale items.
For many Americans, the above is a true story; AllRecipes did this as a pilot program in early 2016 with Verifone, Marc’s (an Ohio-based grocery chain), and Footmarks (a Bluetooth beacon-based marketing data platform).
“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.”
During the pilot, when customers arrived at the store, the Allrecipes Dinner Spinner, which contains the Footmarks SDK, would recognize the Footmarks beacon at the store entrance and connect to a cloud service to deliver a push notification. The app would gather relevant information such as local weather conditions and current sale items, which it would pair with the user’s profile; it would then retrieve the appropriate message from the Footmarks cloud, which might include a meal recommendation trending among local home cooks, or a recipe featuring products on sale at that particular Marc’s store.
This pilot program addressed two major issues among shoppers:
1. They often don’t know what to make for dinner.
2. They want to stretch their grocery dollars further.