The purpose was to appeal to attendees thirst for information, increase engagement to boost sales and even encourage purchases after the event. Findings revealed that the QR codes were used during and post the event, with harder to track down ales the most likely to be scanned. The bubbling popularity of real ale has led to an ever increasing fan base keen to absorb more details on their favourite tipples – especially those they have not tried before. The outcome of the QR codes indicated that 44% of the scans came from the first session, 46% of the scans were from the second session and 16% scans were made following the event.
The event was a complete sell out and overall sales were up by a significant margin. The Lions Club of Fleet also had a boost, with traffic to their website as a result of the QR codes, up 5% on their average visitors.
A key sponsor of the Lions Club of Fleet Sixth Annual Beer Festival, Pierhouse applied their knowledge of how to encourage customers to make a buying decision and the awareness of the FMCG sector to manage, produce and publish the point of sale information for the event. Pierhouse imparted their selling techniques and technology skills to support the Lions Club of Fleet, which included creating the QR codes to meet the demand by the cask ale enthusiasts for knowledge on each of the products in their customer communications.
Daniel Franklin, Fleet Beer Festival organiser said: “The Beer Festival was a runaway success and raised £3567 for Canine Partners. We are over the moon with the help and sponsorship from Pierhouse which enabled us to create a memorable experience for our customers. Engagement with the customers is important to ensure we get repeat business. The funds raised will be making a great difference to Canine Partners.”
Ian Hook, Managing Director of Pierhouse said: “We are very happy with the results and glad we could extend our customer communication and QR code expertise to the Lions Club of Fleet. One of our values is to care about and enjoy what you do - and help others be passionate about what they do. We are pleased we could help such a worthwhile cause.”
The QR codes enabled customers to use their smartphones to link straight to the brewers own websites. Chris Gill, of Camberley-based Ascot Ales, said: “QR codes are a great idea. Giving people more easily accessible information is a good thing for the customer. It helps build awareness and turns customers into ambassadors for our products.”
Notes to editors:
Real ale is a smash hit for the retail sector – many supermarkets have expanded their lines dramatically in recent years. Research from The Campaign for Real Ale (Camra) found that the number of drinkers trying real ale for the first time has increased by 40% in the past few years and there are now over 800 breweries in the UK, reflecting a ''surge'' of interest in real ale.
The Lions’ Club of Fleet ‘Beer Olympics’ sixth annual beer festival is held on August 18th at Ancells Farm Community centre and raised £3567 for Canine Partners, who train assistance dogs for people with disabilities. There will be two sessions – 11.00 to 3pm and 5.30 to 9pm. The proceeds from this year’s beer festival will. These amazing dogs carry out everyday tasks such as opening doors, unloading the washing machine, pressing switches or even getting help in an emergency. Last year’s festival raised over £3000 for good causes with approximately 500 people drinking almost 2000 pints. Visit: http://www.fleetlions.org.uk/
Pierhouse solutions provide formatted output for all types of signage and customer communication points including shelf edge tickets, promotional point of sale, handheld devices and all digital formats. Our software is in use in over 50 countries worldwide in 35 different languages. Our customers include Waitrose, Mothercare International, the Midcounties Co-operative, Robert Dyas and Harveys.
Pierhouse solutions provide a single data content and publishing platform enabling retailers to manage all their customer communication formats for the ever increasing omni-channel environment. NetTickIT™ and OnePoint™ software from Pierhouse help retailers manage all the data, processes and compliance to produce promotional tickets and in-store signage.
Pierhouse love retail and it is our aim to help shape its future direction. We have helped retailers manage the publishing and production of effective in-store promotions and signage for 38 years. We pride ourselves on meeting our objectives and deadlines, and understand our customer needs around the world. We are a Microsoft Gold Certified Partner providing software and services.