Is the Lidl U.S. Expansion Succeeding? 

October 10, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, mobile, retail, grocery, amazon, lidl, walmart

Lidl -- the German grocer operating over 10,000 stores across 28 countries -- entered the U.S. market for the first time in June, 2017.  It's a bold move at a time when major e-tailers like Amazon are diving into brick-and-mortar retail, and established low-cost players like Walmart becoming more aggressive than ever.

Lidl selected nine launch markets across North Carolina, South Carolina and Virginia for its first U.S. stores. To understand their traction, we dug into inMarket Location Data -- which aggregates store visits across all retailers in the U.S., based on a pool of 50 million consumers per month -- to see how Lidl has fared thus far, and if there was an impact on its competitors.

(inMarket uses this same proprietary, first-party location data to power online-to-offline advertising campaigns for the world’s leading brands and retailers. If you're interested in putting our location data to work for your brand, contact us today.)

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In brief: Lidl started hot in June -- appearing to acquire visits from competitive retailers like Walmart, BI-LO and Harris Teeter. That success was short-lived, however, as traffic dropped off in July and August.

Consumers vote with their feet, and inMarket’s location engine is able to precisely measure if Lidl’s competitive offering is resonating and driving consistent foot traffic. Check out the full report over at inmarket.com/insights today.

 

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How Have Amazon's Price Reductions Impacted Whole Foods’ Foot Traffic?

September 12, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, mobile, foot traffic, location data, grocery, amazon, whole foods, stores, consumers, shoppers

At inMarket, we're aggregating and analyzing location data from over 50 million anonymous consumers per month, via hundreds of apps. (Don't take our word for it. Our scale is verified by comScore.)

We use that data to power best-in-class advertising programs for the world’s top brands and retailers. It’s also very useful for predicting business trends, and drawing quality insights on how Americans truly shop in the real world.

This week we’re putting that data to work in a new format, and we're introducing a quick-fire version of our popular inMarket inSights deep-dive category reports: The inMarket inSights Report Card. These one-page analyses will reveal  location data insights and add context to the hottest business trends in real-time.

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Our first edition inMarket inSights Report Card covers Amazon’s impact on foot traffic at Whole Foods since taking control on 8/28 -- with a quick look at competitive grocers as well.

Check out the inMarket inSights Report Card for Amazon's Whole Foods -- live today at www.inmarket.com/insights.

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Retail Watch: Signs Point to Nine West Store Closures

July 21, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, mobile, retail, inmarket, location data, store closures

The New York Post is reporting that embattled retailer Nine West is close to shutting down, according to multiple sources.

"Nine West Holdings, owned by private equity firm Sycamore Partners, is mulling an auction proceeding that could spur a liquidation of the chain, according to sources familiar with the situation.

Licensing firms have been approached to determine their interest in the company’s brands, which include Anne Klein, Gloria Vanderbilt, l.e.i., Givenchy Jewelry and 14 others, which are sold in department stores and which have been hit hard by the shopping mall downturn."

The news isn't surprising if you look at the inMarket Location Data: In June, inMarket found that Nine West ranked last for customer loyalty in the non-grocery retail category -- behind failing retailers like Wet Seal and bebe.

While many might take this to be another sign of the retail apocalypse, we see it as a sign that retail is instead undergoing a massive evolution. There's a blend of online and offline happening in both directions. While retailers like Nine West head for closures, e-commerce giants like Amazon are jumping into the real world with their Whole Foods acquisition. There's a ton of value into serving customers in the here-and-now. It's up to the existing brick-and-mortar stores to adopt data-driven, e-commerce style practices that improve the in-store experience and attract customers back to the store. If they don't, the Amazons of the world will. 

E-commerce won't kill brick-and-mortar retail, the same way VHS didn't kill the cinema. But -- offline will have to adapt.

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CNBC: inMarket Location Data Predicts Retail Closures 

June 12, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, location, mobile, advertising, data, cnbc, nine west, retail closures

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The latest inMarket inSights report on Retail Loyalty was featured by CNBC last week. Here's a quick synopsis:

Retail store closings are on track to hit a record high this year with retailers from department stores Sears, Macy's and J.C. Penney to specialty players like BeBe and Rue21 and footwear retailers Crocs and Payless shuttering locations.

It begs the question, who's next?

New data from inMarket's spring loyalty report suggest Nine West may be the next to close stores or lay off employees.

Check out the full story here. If you're interested in downloading the full Retail Loyalty report, you can get it at inMarket inSights.

 

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Ranking Retailers from Top to Bottom on Customer Loyalty; inMarket Utilizes its Industry Leading Location Data to Project Growth and Closures

June 7, 2017 / by Dave Heinzinger posted in location, mobile, in-store, retail, advertising, location data, data, trends

Customer loyalty is vital to business health. Today, thanks to mobile location data, we can quantify customer loyalty and its impact on a business. In this report, we’re looking specifically at the retail industry, where each week it seems like there’s another round of mass store closures. But despite the “retail-pocolypse,” there are a few retailers that are expanding and thriving. What do they have in common? Loyal customers.

In our latest inSights report, we identify the top 10 and bottom 10 retailers for customer loyalty, based on inMarket location data. This first in a series of reports across brick and mortar verticals uses mobile location data from spring 2017 to identify customer loyalty at major U.S. retailers. The full report is available today at www.inmarket.com/insights. 

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The findings from inMarket’s Spring 2017 data show a clear correlation between low customer loyalty and announcements of store closings, while high-loyalty retailers are actually expanding in the face of the predicted “retail apocalypse.” Thus far in 2017, five out of the top 10 retailers for customer loyalty have announced store expansions. Contrarily, eight out of the bottom 10 retailers for customer loyalty are either closing stores, laying off employees or freezing growth in 2017. 

inMarket uses machine learning in order to analyze billions of data points and paint a picture of consumer behavior’s influence on business. This retail loyalty ranking is based on inMarket location data from over 50 million anonymous consumers -- focusing specifically on repeat device visitation as an indicator of customer engagement, loyalty and retention.  

In addition to predicting market trends, inMarket uses location data to power its suite of industry-leading ad products such as its Lapsed Shopper Program -- which launched in March as an equalizer for brick and mortar retail against e-commerce. Retailers are recovering over 40% of their lapsed shoppers with the program, which capitalizes on store visit data the same way online retailers uses web visit data to retarget shoppers. 

For more information on these rankings or to find out your business's loyalty score, contact us today. 

 

 

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eMarketer Features inMarket Research on Millennial Shopping Habits 

May 23, 2017 / by Dave Heinzinger posted in location, mobile, retail, inmarket, adtech, foot traffic, data, millennials, emarketer, research, grocery

eMarketer -- the leader in e-business data + research -- has featured inMarket's latest inSights report on generational shopping trends. We've included an excerpt below, and encourage you to check out the full story here

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According to InMarket's new "Foot Traffic Power Rankings," millennials show a distinct preference for discount options when it comes to brick-and-mortar shopping.

The rankings are based on analysis of foot traffic to physical stores, using mobile location data from January through April 2017. Rankings are determined by frequency of visits compared with the category average for each generation. 

For the general retail category, the top three brands were discount purveyors of apparel. The No. 1 brand was Ross Stores, followed by privately held Rainbow and then Burlington Stores. Bridal chain DaVinci and home-furnishing giant Ikea rounded out the list.

You can download the full report over at inmarket.com/insights 

 

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Tech.Co Ranks inMarket Among LA's "Startups To Watch Out For"

May 22, 2017 / by Dave Heinzinger posted in location, mobile, inmarket, adtech, data, los angeles, venice beach, silicon beach

Tech.Co, a publication that celerates tech, entrepreneurism and creativity, has ranked inMarket as one of Los Angeles' "22 Startups to Watch Out For." 

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According to Tech.Co, "While the Bay Area hold the title of most prolific startup ecosystem, there’s no denying that California is a veritable gold mine of entrepreneurial talent. Los Angeles, for one, is not only brimming with innovative ideas, it’s also home to a wide range of unique startups that are solving the problems of the world."

Check out the full story here

 

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The Future Of Advertising In A Responsive World

April 13, 2017 / by Dave Heinzinger posted in mobile, retail, apps, mobile advertising, advertising, beacons, adtech

What does the next decade have in store for advertisers? 

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In 2007, pre-iPhone, many of us would have failed to predict exactly how far we would evolve regarding interpersonal communication, consumer behavior and pure tech reliance. For anyone who has lived and breathed communication over the past 10 years, the changes have been rapid, sweeping, consolidating and sometimes surprising. Many of us have gone from “why text when I could call?” to “don’t call me unless it’s an emergency” in that span.

Today, our reliance on mobile and our “always online” mentality have carved a path for marketers and communicators across industries to engage us in new ways. The traditional touch points are gone, supplanted by a magic window into consumer behavior that goes everywhere and does everything for us.

Heavy mobile reliance coupled with improved micro-location tech and better conversational UI have sparked a new trend that shows no signs of slowing down: responsive environments.  

What are responsive environments?

At inMarket, our tech stack creates responsive environments in thousands of commerce locations using the smartphone as the interface. In a nutshell, we produce and maintain beacons — small bluetooth sensors — in locations ranging from retail to restaurants to bars. We partner with top brands to proactively engage people on their phones precisely when they enter a location, or passively to understand the consumer journey and predict when shoppers are “due” for their next store visit or night out.

Beacon tech helps marketers deliver impactful messages when the consumer is most receptive and eliminates wasted advertising. Meanwhile, major brands like Citibank have leveraged similar tech in their ATM kiosks, while Starwood Hotels & Resorts has tested it to improve the guest experience. 

But beacons in commerce locations are just the tip of the iceberg. Responsive environments are now being created by voice-controlled devices like Amazon Alexa and Google Home. Simply by placing these devices in a room, consumers are flipping on digital benefits — like music, search or product ordering — via conversational UI. As the centerpiece of the automated home, voice-controlled devices could be a potential hotbed for branded engagement into the next decade. 

What does this mean for marketers?

So what will ads on these in-home platforms actually sound like? We already know what static ads sound like on Pandora, Spotify, or the radio. But consumers will demand even more contextual relevance from in-home responsive environments.

In places of commerce, contextual relevance is present in the most impactful engagements. For example, it’s the shopping list that knows you’ve walked into the store, the entertainment brand that buys your first song on the bar jukebox, and the beer brand that wants to remind you to check your fantasy lineup. If we use this blueprint to predict in-home engagement, then perhaps the in-home device knows that Friday is pizza night and can suggest special offers from nearby restaurants, or that the traffic on your commute is light so you’ll have time to stop for coffee.

From the marketing perspective, responsive environments might seem like a far-flung, futuristic concept. But thanks to mobile, many places are already connected, helping shoppers decide what to buy. Today’s brand media mix needs to incorporate a place-based strategy that helps shoppers make purchase decisions in seamless and natural ways.

As we enter the post-“app for everything” era, marketers can look at how people already use mobile in everyday locations to inform their campaigns. Is your brand a highly visual destination that facilitates social sharing? Help your most talked-about places come alive, proactively, to facilitate that sharing. Are you an OTC medicine brand? Tap mobile location to turn the phone into a shopping assistant during cold and flu season. Are you a CPG food brand that targets millennial moms? Help that shopper decide what to buy via her recipes app inside a grocery store.

As we inch ever closer to the next decade, we’ll continue to be wowed by the amazing tech that not only grabs headlines, but also changes the way we go about our day-to-day lives. The infrastructure for a smarter world is already in place — in our homes, stores and bars. The fun part will be watching how consumer behavior evolves thanks to the magic of technology.

This story original appeared in Forbes

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Introducing the Lapsed Shopper Program

March 30, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, mobile, in-store, inmarket, lapsed shopper program, advertising

Digital advertising for offline stores just got a whole lot more powerful.

After a year in beta, inMarket has launched its Lapsed Shopper Program to identify and recover customers who have stopped visiting partner retailers' stores. 

The program is similar to what ecommerce has been doing for a nearly decade: Identifying web visitors who have lapsed, and retargeting them back to the site through tactics like display or email. But in the offline world, instead of tracking web visits, we're measuring real-world store visits over time. 

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Chuck Martin from MediaPost puts it nicely: "Location tracking over time is starting to provide totally new advertising opportunities based on longer-term behaviors of a shopper beyond a single store visit. inMarket...has created an additional shopper behavior model, by focusing on people who stop going to a particular store. The technology can identify a shopper who was regularly going to a store and then stopped, say after a 30-day period. Once identified, those consumers can be sent a relevant ad from the retailer, which could include an incentive to go back."

Check out our official press release below, or drop us a line to hear more about how you can put it to the test. 

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inMarket Launches Lapsed Shopper Program to Recover Lost Revenue for Retailers

LAS VEGAS, March 20, 2017 /PRNewswire/ -- inMarket -- the mobile moments company with the largest verified first party location reach -- today announces the launch of its Lapsed Shopper Program to reactivate lost customers for retail partners. This first-of-its kind program provides retailers with unprecedented ability to identify and recover shoppers who have stopped visiting. Harnessing inMarket's reach via the world's most popular shopping and lifestyle apps, retailers uncover actionable insights about shopper cycles in their own stores as well as competitors' stores.

inMarket's Lapsed Shopper Program identifies shoppers that have not visited a partner retailer in a set amount of time based on store category. The program determines if the shopper is frequenting a rival retailer, or simply not shopping in that category. inMarket then leverages mobile and desktop display to reactivate lapsed shoppers back to the partner's stores.

A beta campaign for a national retail partner in Q4 2016 identified 293,000+ lapsed shoppers, successfully recovering 118,000+ (40%) back to the store, versus a control of 15% who returned to the store without being exposed to messaging. The campaign resulted in an ROI of 743% based on the retailer's own metrics for a single return visit by a recovered shopper.

"Retailers tell us just how hard it is to build brand loyalty in a competitive environment where customers are constantly bombarded by messaging," said Todd Dipaola, CEO, inMarket. "The Lapsed Shopper Program is all about identifying and reactivating shoppers who have already been to the store, and driving measurable foot traffic back in for brick-and-mortar retailers. We're leveling the playing field for real world businesses by unlocking hyper-targeting tactics that were previously the exclusive unfair advantage of e-commerce."

The inMarket Lapsed Shopper Program draws real-time, first-party location data from a combination of beacons, GPS and wi-fi in locations. Direct integrations with many of mobile's most frequently used apps -- reaching over 50MM people per month as verified by comScore -- provide inMarket with the largest and most accurate collection of first-party, in-store location data available in the industry.

The Lapsed Shopper Program is the latest addition to inMarket's powerful, timely and relevant suite of ad solutions that consistently outperform traditional advertising. Many of the world's largest and most advanced advertisers use inMarket's Preceptivity to reach people in the planning stages when they're "due" for a store visit -- and then use inMarket's Moments to deliver a message to shoppers precisely when they enter a store.

In January, as a result of its success at retail, inMarket expanded into entertainment with the launch of inBar: The first mobile proximity solution for on-premise advertisers to reach consumers in bars, restaurants and nightclubs around the U.S.

For more information, please visit www.inmarket.com.

About inMarket
inMarket is an integrated mobile moments company powered by its market-leading beacon proximity deployments and the industry's largest verified reach. With billions of first party data points and machine learning algorithms, inMarket creates personalized and instantly relevant mobile experiences based on location context. Brands and retailers use the platform to drive significant lift in sales by engaging with customers at the ultimate point of receptivity. inMarket is headquartered in Venice, CA with offices in NYC and Chicago. 

Media Contact:
Dave Heinzinger
VP, Communications
dave@inmarket.com

 

 

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Winter Storm Niko Drives Retail Foot Traffic

February 14, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, mobile, advertising, winter storm niko, niko, nmarket, foot traffic

When a winter storm is looming, many consumers run out to stock up on the bread, milk, eggs and more. Almost comically so. But in the age of big data, one must wonder: How much does Old Man Winter actually drive up retail foot traffic?

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According to new data from inMarket, the answer is 12%.

inMarket’s beacon proximity platform, which operates in over 100,000 locations spanning retail, salons, restaurants, bars and nightlife, measured a 12% increase in retail foot traffic from Tuesday, 2/7/17 to Wednesday, 2/8/17 in major markets affected by Winter Storm Niko (New York, Boston and Philadelphia).

InMarket examined a sample of 55,000 active shoppers on these dates, stemming from its national reach of 50MM smartphone users.

On Thursday, Niko froze consumers, predictably decreasing foot traffic by 37.5% over the February daily average, as consumers weathered the storm.

No word yet on total Netflix binge numbers.

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