A well-known retailer wanted to test the impact on retail store traffic when mobile proximity-based offers were combined with their back-to-school branding campaign. The pilot involved ShopAdvisor users only, the use of beacons placed in proximity to their stores, and the ShopAdvisor proximity marketing platform.
To protect ShopAdvisor users, three important measures were put in place. First, a limit was placed on the number of alerts allowed so as to not annoy the user. Second, users were always in control. They could turn off their location permission at any time, and/or elect not to receive notifications from the ShopAdvisor app. Third, no personally identifiable information was collected by the beacons.
The Optimal Consumer Experience
When a ShopAdvisor app user passed a beacon, they received a customized, mobile push alert notifying them of a nearby deal from the retailer (for example “you just passed a great <retailername> deal on 3rd Street”).
Clicking the alert brought the consumer to a mobile landing experience (much like those offered within ShopAdvisor partner magazines) with multiple options for exploring the retailer’s apparel. There was also a mobile coupon and store locator presented.
Those shoppers who were ready to purchase could visit the nearby store to immediately redeem the coupon – those shoppers who were not ready to purchase could still save the coupon for a later visit and engage with the brand on their own terms.
The combination of brand exposure in the city, combined with the ShopAdvisor proximity alert and durable mobile brand experience yielded 4x the store visit rate of similar mobile marketing/proximity programs available in market today. In fact, of those shoppers who received the alert and explored the experience on their phone, 65% actually visited the retailer’s location(s).
Why was ShopAdvisor rate so much higher? There were two primary factors:
- Many (nearly two-thirds) of those who received the push alert did not engage immediately, but rather opened and explored the shopping experience well after receiving the initial notification, and later were ready to purchase. This “deferred” shopping behavior is consistent with what is observed among magazine readers who can shop directly from content in book or online.
- Some users had previously expressed interest in the retailer’s brand via the ShopAdvisor experience offered via magazine partners or through the app. Those users were 3.5x more likely to interact with the alert, and 2x more likely to visit the store than those without this interest profile. This demonstrates the importance of engaging and learning about shopper interests early in their journey (as in magazines) and then using this information to more effectively target brand/retailer offers. This not only drives more shoppers into the store (where 90% of all sales still take place), but also enables full attribution back to the magazine source.
Practical Applications for Brands
This case study illustrates the potential to use a combination of traditional branding mechanisms (advertising) with cutting-edge mobile technology (proximity marketing) to lift in store visits for participating retailers, and more importantly quantify that lift.
To learn more, visit https://www.shopadvisor.com/retailers.