When shoe seller Meat Pack named their new marketing program “Hijack,” they weren’t beating around the bush.
The Guatemala City-based footwear retailer is using geofencing to an interesting end: blatantly stealing customers away from its competition.
Meat Pack mapped the precise GPS coordinates for competing stores within the same mall as its outlet. When consumers who allow apps to use geofencing walk into competing stores, they get a notification via their Meat Pack app alerting them to a special deal.
Seems fairly harmless so far, but here’s the rub: the deal is extremely time-sensitive: the consumer starts at a 99 percent discount, then loses one percent for every second it takes them to enter the Meat Pack store. The plan is to send customers running from the competition in droves.
Shameless? Maybe a little. Capitalism at its finest? Maybe a little of that, too. But given the response, it’s not a program Meat Pack is likely to aim soon. The company claims it has hijacked a whopping 600 customers in one week alone, with the fastest mover clocking in for an 89 percent discount.
We’re sure the other stores in the mall are thrilled.
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To read more about Meat Pack’s sole-less marketing strategy, click here.
