Innovative Retail Technologies

JUL-AUG 2017

Innovative Retail Technologies (formerly Integrated Solutions For Retailers) is the premier source for innovative yet pragmatic technology solutions in the retail industry.

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are able to understand consumers better, engage them with relevant, personalized messages, and inform future campaign investment. When retailers use location data in this way, they'll foster meaningful relationships with consumers and help move them further along their journey. Location data can also improve attribution. For example, retailers can use insights gained from beacons on in-store visits and shopping patterns to better understand how mobile campaigns relate to sales. Companies like Blis and Unacast are already teaming up to do this across the U.S. in stores like CVS, Target, and Walgreens. Similarly, retailers can harness mobile location insights to track and analyze consumers' behavior as they move in and out of stores. Brands can employ these insights to better engage consumers and improve the per formance of their digital advertising campaigns. For instance, a retailer could analyze physical devices that pass OOH (out of home) campaigns to find out how offline campaigns relate to in-store or Proximity and location data is quickly becoming the most valuable resource a marketer can have. CLOSING THE BRICKS AND CLICKS GAP WITH PROXIMITY RETARGETING Jul-Aug 2017 18 T he idea of proximity-based retargeting is based on the use of Bluetooth-powered beacons or other sensors that send out messages via apps or to connected devices via the physical web to consumers who have agreed to accept certain brands' communications. In general, retargeting typically involves sending an ad to a device after a consumer visits a website and appears to express some interest in its merchandise. Moving their computer's cursor over a particular item or leaving specific products in an e-commerce site's virtual cart can register that interest. In the case of proximity retargeting, the promise is a lot more specific — and tricky. A likely example could involve someone visiting a store and opening that brand's mobile app on their phone to accept a push notification to obtain information on a product or to find their way around the store. After leaving the store, that person would get ads on their connected devices intended to get them to come back and buy a certain item based on where they were in the shop. The Proximity Retargeting Challenge Despite lingering misconceptions among even the most sophisticated CMOs and agency directors, beacons by themselves can't collect data. Beacons simply broadcast a signal that can be picked up by a mobile app when a customer has Bluetooth turned on. Beacons allow mobile apps on both iOS and Android to "listen" for beacon signals in the physical world and then react accordingly. From there, however, beacons can encourage consumers to agree to share additional information from their smartphones, which then allows gathering data on where else consumers go and when, as well as whether they've come back to a store. Driving Home The Fundamentals Using past and present consumer data to provide predictive insights, retailers by Asif Khan, president and founder, Location Based Marketing Association What's Next

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