As September draws to a close, it’s safe to say the holiday season is quickly approaching – and with that, conversations have turned to what that means for retail sales, and the impact mobile campaigns will have on holiday shopping. Helping to fuel this conversation are the recent release of several research studies which report some rather staggering numbers on the growth of mobile proximity marketing for the holidays and beyond. And of course, another mainstay of our chatter has also inevitably turned to proximity marketing and the growth of the industry on this week’s series of the Aggregate:
“Holiday Retail Ecommerce Sales Will Grow 17% this Year” via eMarketer This year promises to be the biggest for ecommerce yet — representing 10.7% of the overall holiday sales. In-store sales will still drive the majority of purchases; however, as ecommerce increases in its prowess, marketers need to take notice of how much mobile will be part of that. According to eMarketer, mobile continues to propel ecommerce growth rates as well. US retail mcommerce sales will increase a whopping 43.2% in 2016 to $115.92 billion, which translates to 29.1% of retail ecommerce sales and 2.4% of total retail sales for the year. Bottom line is that brands and retailers need to make shopping both online and in-store as seamless as possible and remove the friction that can come with moving between them to optimize the experience.
“Market for Proximity Marketing Worth 52.46 Billion USD by 2022” via FreshNews.com We’re only a mere six (almost five) years away from this forecast that proximity marketing will be worth more than $50 billion USD in 2022. For those still wary of adopting the technology or skeptical of using it in their campaigns, now is the time to get on board, as there is the potential to become a leader in the marketplace.
“Making Your Mobile Proximity Campaign Stand Out This Holiday Season” via ShopAdvisor Okay, so this one might be a bit of a shameless plug – but it still resonates, especially as we’re at the outset of the holiday season. With mcommerce growing so fast and so many retailers and brands trying to drive shoppers to their stores, how do you ensure that your campaign cuts through the noise? Our team discusses the best practices for optimizing your marketing budget and getting shoppers to your stores using mobile proximity technology.
This week, two members of the ShopAdvisor team attended the Path to Purchase Expo (formerly known as the Shopper Marketing Conference and Expo) in Rosemont (Chicago), Illinois. Our team was in good company at the Expo, as the event brought together thousands of shopper and digital marketing companies and apps; brand and retail marketing executives, agencies, and solutions; and CPG companies.
Last week, we hosted a webinar with our CTO Jeremy Daly, Aisle411 co-founder Matthew Kulig, Unacast product manager, Romet Kallas and GeoMarketing editor, David Kaplan on the state of mobile proximity marketing. The speakers shared insights, statistics and case studies into how retailers, brands and others can optimize their product availability and location awareness to maximize shoppers’ product options and accelerate their path to in-store purchase.
For those who were unable to attend, we’re providing a recap on some of the content covered:
ShopAdvisor has been busy this year. We’ve hosted several successful webinars; acquired Retailigence; capped off some great campaigns; and been hard at work to make our platform even better than ever before — that is why we’re excited share with you that we’ve officially launched our enhanced end-to-end proximity marketing platform.
Leveraging the company’s acquisition of Retailigence earlier this year, our new version of the platform features across-the-board enhancements to our Product Intelligence, Context Intelligence and Shopper Intelligence modules. We’ve also introduced new advancements to our appNET and our Retail Partner program, which extend the scope and value of the ShopAdvisor ecosystem for all participants — consumers, media/publishers, brands, retailers, agencies, and mall operators. This new version of the ShopAdvisor Platform enables quick and cost-effective development and execution of proximity marketing campaigns, which deliver personalized and compelling shopping experiences that take shoppers from their smartphones into stores to purchase products.
For more information about our enhanced platform, read the full press release here or check out some of the coverage from our announcement, including this story from Mobile Marketing Watch.
What’s getting us chatting this week on the Aggregate? Our office has been swapping articles on FourSquare’s latest evolution, Facebook taking on ad-blocking, and the six ways mobile shopping apps are targeting customers:
“6 Ways Mobile Shopping Apps Are Targeting In-Store Customers” by Stephanie Miles via StreetFight Mag
Okay, so this one might be a shameless plug – but more than anything, it’s exciting to be featured as one of the six mobile shopping apps that’s making waves in this space. The great takeaway from this article is seeing how others, like ShopAdvisor, are leveraging online data and mobile technology to motivate consumers and generate action offline and in-store.
We’re now into the hottest days of the summer. For many, it’s a time to slow things down, find a cool place, have a drink or two, and take time off for that well-deserved vacation — but that’s not the case for those in the proximity marketing world.
Like the weather outside, proximity marketing is hot and nothing proves this more than Proxbook’s recently released Q2 2016 State of the Proximity Industry Report. The report is loaded with great information on all areas of the market and has a plethora of use cases from all around the world. It also takes a deeper dive into of how proximity marketing is impacting professional sports and events, which present an environment that is particularly suited for proximity marketing.
What are the latest topics of conversation in our office? For this week’s series of the Aggregate, we’re chatting about what Pokemon Go means for marketers, the power of location data, what it means when people search on mobile, and attention-grabbing digital marketing stats:
“Pokemon Go: 15 vital marketing insights” by Tom Edwards via iMedia Connection Of course we’re talking about Pokemon Go — who isn’t? While the game itself for all of its frenzy and nostalgia is worthy of chatter enough, we’re mostly excited about what this means for marketers and the kinds of doors it opens for others to create and emulate with this sort of AR game and technology. Edwards’ insights highlight the reasons the game represents such a great opportunity for marketers to engage consumers.
When working with clients, we often field questions about proximity marketing and what makes the ShopAdvisor platform different. When considering these two things – both separately and together – we thought it might be worth posting on what makes our platform unique, especially in a rapidly evolving industry.
So what have we currently been buzzing about? For this week’s installment, our roundup includes why “clicks to bricks” is a staple for the best retailers, where targeting and personalization can fall short, and why your messaging matters:
“The Best Retailers Combine Clicks to Bricks” by David S. Evans and Richard Schmalensee via Harvard Business Review Tell us something we don’t know. With the retail industry looking for ways to save their physical store locations from shuttering, it’s not as simple as “reinventing” the way that people shop, but instead, it’s more about adapting to the way people are using technology to “search, shop, and buy.” Brick-and-mortar is still a crucial component to people’s shopping process, and Evans and Schmalensee offer insight into the way the industry must change in order to survive.
“Chasing the wrong dream – why targeting and personalisation can never replace serendipity” by Dan Plant via The Drum We’ve advocated for this time and time again – personalization and targeting are crucial to engaging with your consumer. However, Plant brings up the paradox of how consumers say that they both want and don’t want tailored, relevant ads. Confusing, right? That’s where serendipity comes into play. Says Plant, there’s a fine line for consumers between feeling as though they found or were delivered something spontaneously and fortuitously versus being the target of a relevant and personalized ad. Being able to do the latter while making it seem serendipitous is the sweet spot marketers should try to achieve.
“Geo-Conquesting: It’s Not Just ‘Who, Where & How Often,’ but ‘What to Say’” by Megan Krueger via Gravy This one’s from one of our partners – Gravy – and Krueger brings up a good point: messaging can be ineffective if not utilizing and understanding context. Now that technology has advanced to understand consumers better, retailers should be taking it a step further by applying their knowledge of what Krueger dubs “Location-based Lifestyle Context”, or, in other words, the things that make people people – their interests, the activities they attend, etc. – and the things that will ultimately make people more receptive to your message.