Stonegate Group is launching a new digital media network “MiXR” which will connect consumers to its entire managed estate via a new app.
The platform will also provide the group’s brand partners with sophisticated digital media network and advertising channel across 4,500 screens and over 850 managed venues across the UK by October 2024.
Connecting to the group’s entire 850-strong managed estate, guests will be able to find and book venues, earn loyalty rewards and unlock personalised experiences through ‘MiXR Missions’.
For brand and advertising partners, the digital media network will provide an opportunity to connect and engage with a footfall of 100m guest visits to Stonegate locations each year.
While digital media is well established in the off trade, it has never been delivered at scale in the on trade before.
‘MiXR Media’ will deliver an opportunity across 4,500 screens and over 800 venues across the UK, allowing brands to engage consumers with targeted advertising and content at specific times, occasions or geographies using rich data – delivering a platform to transform NPD launches in the on trade.
MiXR will also incorporate features to support the group’s 16,500 team members, including drinks training, educational materials and rewards.
The launch follows successful pilot programmes in Birmingham, London and Manchester.
The MiXR digital media network will be rolled out across the Stonegate managed estate in the UK over the next twelve months – from Newquay to Inverness, and everywhere in between.
The launch represents a significant part of Stonegate Group’s wider innovation and digital transformation strategy, to support commercial growth and increase Group profitability.
David McDowall, CEO of Stonegate Group said: “As a group, we consistently strive to remain at the forefront of digital transformation in the hospitality industry. We know our guests are prioritising their visits to our locations - even in the face of economic uncertainty - and so we are continually searching for new ways to elevate their experiences with us. Through the MiXR app, we will offer them the opportunity to connect and interact with our entire ‘Stonegate Street’ estate like never before.
“For our brand partners, MiXR Media will be an absolute gamechanger. Digital media may be tried and tested in the off trade, but it’s never been delivered at scale in the on trade. As we roll out MiXR Media across our entire managed estate, we will be able to offer our partners hyper targeted, measurable marketing opportunities that will have a demonstrable impact.”
