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Gordon Young
Editor-in-chief at The Drum

Hungry House is using the Notting Hill Carnival to experiment with iBeacons

The takeaway delivery service is looking to reach over a million Carnival-goers with geo-activated discounts and promotions.

It will mark the first time Hungry House has used the technology, traditionally harnessed by retailers, andties up with its sponsorship of the ‘Fun Bunch sound system used at the three-day event.

Users of the Hungry House app will be sent larger than usual discounts when they are in proximity of the ‘Fun Bunch’ stage, on the corner of Talbot Road and Sutherland Place. Although mobile signal at the Carnival is notoriously unreliable, Hungry House will be relying on the iBeacon's bluetooth sensors to engage crowds.

“With over one million people attending Notting Hill Carnival, this really is a great opportunity for us to test how effective beacon technology is,” said Alice Mrongovius, Hungry House's marketing director.

“We’re hoping this will prove it drives in sales and will continue to roll it out across other upcoming marketing strategies, so our users can get the best discounts direct to their phone.”

Following the carnival activation, Hungry House plans to continue to roll out the technology in a bid to gain insight into the behavioural patterns of users and learn when and where messaging is most effective.

Yesterday, it was revealed that competition in the takeaway delivery sector could heat up with Amazon’s potential entry. The online retailer has been trialling a service similar to Hungry House’s in the US as it looks to take a share of the burgeoning market.

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