8 01732 759725 APPS Bottoms app! Pub giant, the Stonegate Group, surpasses 1 million downloads of its MiXR app Stonegate Group, the UK’s largest pub company, has exceeded one million downloads of its MiXR app, since launching it in November 2023, and hit 6 million daily impressions. Over the same period, the owner of the Be At One, Slug & Lettuce and Popworld brands has created the industry’s largest retail screen network, with more than 2,600 complementary MiXR screens in all 500-plus Stonegate Managed bars, pubs and venues. The MiXR app allows users to discover nearby Stonegate venues; access exclusive deals from suppliers such as Diageo, Heineken, Asahi and Coca-Cola; skip queues; and redeem points for rewards. When they download the MiXR app and register, users are offered a free drink and perks from selected partner brands that they can claim at any Stonegate Group venue. Since launch, over 500,000 drinks have been sampled through the app and £1.8 million worth of points redeemed. MiXR screens The MiXR app is complemented by more than 2,600 MiXR screens in 500-plus Stonegate Managed venues across the country, giving brands a dynamic touchpoint through which to engage with customers and promote their products at point of sale. Almost three quarters (72%) of guests, who spend an average of 72 minutes per visit, claim their drinks orders have been influenced by content on MiXR screens. Stonegate Group CEO David McDowall said: “MiXR is revolutionising the way our venues connect with guests, offering a personalised experience that keeps people returning to our pubs, bars and venues. Reaching 1 million app downloads and more than 2,600 digital screen installations in under a year is a significant achievement that underscores MiXR’s role as a powerful retail media network. Our platform offers endemic and non‑endemic brands a unique opportunity to engage with highly targeted audiences in vibrant social settings, delivering real value and measurable results.” Effective engagement As examples of MiXR’s success in promoting brands and driving sales, Stonegate Group cites campaigns with brands like Asahi during EURO 2024 that generated over 110 million combined impressions and a 13% average sales uplift in participating venues, with 58 million MiXR reward points distributed via the app, encouraging repeat visits throughout the tournament. Earlier in the year, a St. Patrick’s Day promotion, offering double points for every pint of Guinness purchased over the St. Patrick’s weekend (March 15-17), led to a 23% volume increase and 23,000 new app downloads. Stonegate Group says that one of the strengths of the MiXR platform is its rich demographic insights, which enable brands to create highly targeted campaigns that resonate with their desired audiences, maximising engagement and driving conversions. Future developments Jessica Cooke, Director of Media and Loyalty at Stonegate Group, says that data-led targeting will remain a key focus for the Group as it continues to develop the platform. “We are committed to improving, innovating and investing wisely in MiXR to increase our capabilities even further. Our goal is to continue to grow the UK’s biggest digital retail media network, uniquely placed as a media owner to offer the benefits of first-party, dataled targeting with our powerful reach and scale as the UK’s largest on‑trade retailer.” Developments in the pipeline include the introduction of a bespoke student area within the app, which, in partnership with UniDays, will allow targeted campaigns through university email verification; enhanced segmentation, with clearer campaign presentation and site‑level promotional activity; and a web ordering platform, fully integrated with MiXR membership for seamless points allocation, discounts and reward redemptions. As Stonegate looks to expand MiXR’s reach and capabilities within and beyond the hospitality sector, supplier partners can look forward to ever more innovative and effective ways to connect directly with consumers.
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