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Tyson Sees Increase in Frozen Product Sales with VSBLTY Technology

Background

Tyson Foods Inc. is a multi-national, protein-focused food company with more than 122,000 employees that produces one in five pounds of all chicken, beef and pork in the U.S. Among its leading brands are Tyson®, Jimmy Dean®, Hillshire Farm® and Ball Park®.

The In-line Freezer Program

To determine if sales of its frozen meat products could be positively impacted by a loyalty program uniquely offered by an interactive presentation at point-of-sale, Tyson and VSBLTY implemented a digital signage activation pilot program in 10 Meijer supermarkets in the Midwest. The goals were to drive consumer engagement, impact in-store purchase behavior and gain actionable information about Tyson products.

Working with Meijer management, VSBLTY retro-fitted existing freezer doors with the firm’s interactive glass and software systems. VSBLTY’s interactive touch screens allow product packaging to be seen while collecting consumer data insights in real-time. Creative content was uploaded to the cloud and changed weekly to accommodate feature pricing. Customers who engaged with the screens were prompted to use their Meijer mobile app to receive a digital coupon for discounts on seven featured Tyson products. This was the first program to integrate a digital coupon connected to the Meijer consumer loyalty program.

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Key Learnings

This first of its kind deployment was a success—resulting in significant sales growth of the featured Tyson frozen products when compared to existing benchmarks. While specific results are confidential, the outcomes from the combination of technology, brand creative and loyalty program integration resulted in not only a significant lift for the SKUs featured but for the entire frozen food category in general. Customer interaction time with the content was higher than average at 39 seconds.

In addition, VSBLTY produced for Meijer management an in-depth look at the store traffic in the Frozen Food Department, surfacing never before seen insights on the demographic and psychographic makeup of shoppers. Information gleaned from the VSBLTY technology included age, gender, location and day-parts. Point-of-purchase data on consumer traffic, engagement, dwell time and interactions also were captured and delivered in real-time.

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