Lidl Halts Expansion Plans in NJ

December 11, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, retail, foot traffic, grocery, lidl

Multiple outlets are reporting that German-based grocer Lidl has halted expansion plans in New Jersey. The news comes on the heels of inMarket’s Lidl Report Card, which identified decreasing foot traffic at the chain after its U.S. debut in June 2017.

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inMarket CMO Cameron Peebles explained to Supermarket News today that Lidl’s strong opening in foot traffic eventually fell into late-summer decline. Peebles also said that changes to Lidl’s expansion strategy could potentially be a result of disappointing traffic performance, saying “Consumers vote with their feet in the retail environment.” He speculated that perhaps the brand had failed to retain customers after they made their first exploratory visits to the store.


NJ.com also mentions the recent inMarket Report Card in its story: "Lidl's June success doesn't seem to have maintained itself… While the low-cost grocer has seen some initial success, they'll need to inspire customer loyalty through great in-store experiences if they want to truly gain SOV (share of visits) from the established players in the space."


For a deep dive into foot traffic trends around Lidl’s U.S. expansion, download the full report card at inmarket.com/insights.
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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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inMarket Location Data Points to Millennial Frugality

June 30, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, apps, advertising, millennials, inmarket insights, generational breakdown, imarket, frugal

 

Have millennials become the most frugal generation? The location data says yes. 

eMarketer recently featured insights from inMarket Location Data about millennials -- an age group that now makes up the entire 18-35 demographic. Here's what they had to say: 

 

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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. In the grocery category, Kroger's Food4Less chain was the No. 1 retailer among millennials, attracting that demographic 48% more often than any other age group, InMarket said. Food4Less was followed by 99 Cents Only Stores, C-Town, H-E-B and Fry's, another Kroger property.

For a full look at the inMarket Foot Traffic Power Rankings -- including a detailed breakdown of Gen Z, Millennial, Gen X and Boomer shopping habits, please visit www.inmarket.com/insights

 

 

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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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From Gen Z to Boomers: Ranking Businesses' Generational Reach with Mobile Location Data

May 17, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, location, advertising, adtech, qsr, data, generations, gen x, gen z, millennials, baby boomers

Which QSR is a Gen Z magnet? Where do Boomers get their groceries? Are millennials the most frugal generation? 

These are questions we're often asked by top brands and retailers who turn to location data for an inside look at consumer behavior. Many of these partners have spent the past decade trying to figure out millennials -- those tricky digital natives who make up the majority of the current 18-35 demographic. Today, focus is shifting to Generation Z -- those born after 1995 -- who will surpass millennials as the largest generation by 2020. 

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Luckily, location data has unlocked a better understanding of all generations, as consumer behavior shifts to mobile-first among all age groups. 

With that in mind, we're releasing our first report analyzing the offline shopping habits of Gen Z, Millennials, Gen X and Boomers, and ranking top businesses based on their generational reach within each group. The report is based on mobile location data from 50 million monthly, active, opted-in consumers across 700+ apps in the inMarket platform.

You can access the full report here -- and feel free to contact us with any questions.

 

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How To Use Location To Power Smarter Mobile Moments

April 20, 2017 / by Dave Heinzinger posted in mobile, in-store, retail, apps, social, location, location-based advertising, in-store, adtech, location data, data, mobile marketing

As marketers, we’re always looking for ways to keep up with rapidly evolving consumer behavior. Social, mobile and location have created new windows into the most important moments in a shopper’s purchase cycle.

But as soon as you have the game figured out, the rules change.

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This is particularly true for social, where the largest players have focused on monetization strategies and are charging for what used to be free. Facebook is probably the best-known example: throttling organic reach for business pages while charging to promote content to the page’s earned audience. The result? Diminishing returns for advertisers in a crowded newsfeed.

But these challenges create opportunities, and the savviest marketers are exploring new, tech-forward ways to influence shoppers when it matters most. Location has matured to become arguably the most important piece of the mobile marketing puzzle. It’s no longer an innovation concept — it’s a critical marketing ingredient.

At inMarket, we help brands lift sales through cutting-edge location strategy. Here are a few exciting ways that we’ve seen marketers use location to create smarter mobile moments:

Augment Customers’ Reality

Pokemon Go, the summer’s biggest mobile fad, leaves us with a few key takeaways, the biggest being that the masses are willing to seek out great location-based content. In Pokemon Go’s case, it was the hunt for special characters, plus a healthy dose of nostalgia, that appealed to users. 

Augmented reality content, particularly with an air of exclusivity, is here to stay. Snapchat is a great example, having developed a geofilter product that bridges the online/offline worlds, providing specialized content based on where you are. The magic in these geofilters is that, by nature, you literally have to be there.

Marketers should ask themselves a few questions before jumping into location-based AR. How can it help the customer or improve their experience? Is the content designed for a smaller, more loyal audience within a brand’s app, or for a wider audience via third-party apps? Does it necessitate the micro-location of beacons, or can it be triggered by wider geofences?

Answering these questions upfront will help you wow shoppers while deploying the most effective AR strategy for your brand.

Hit The In-Store Bullseye

“Location” is a big word, and it often doesn’t say what we need it to. Location targeting shoppers in New York is distinctly different than location targeting shoppers when they walk into Rite Aid. And yet they’re often lumped together, creating confusion for everyone.

If we think about location targeting like a concentric circle (i.e. a dartboard), we can understand how different technologies get us closer to the bullseye. We might use IP data to geotarget people on a wide scale. This works well if you’re a footwear brand advertising snow boots in New York and flip flops in Florida.

Closer to the center, we might use geofencing to create a virtual boundary around a particular retailer. For example, if you walk by a department store in New York, you could receive a personalized ad for snow boots.

But most brands want to hit the bullseye. That’s where we rely on cutting-edge technology like beacons, where IOT infrastructure creates the most precise targeting available to influence in-store decisions. Beacons allow marketers to trigger contextual experiences through an app on a shopper’s phone at the exact moment the shopper walks into a store or an aisle within that store.

When you’re this close to the end of the funnel, you want to remind shoppers why they’ve come so far. Great content examples include using a fashion app to deliver key design details about a brand of snow boots, or showcasing someone wearing the boots on a key Instagram account.

When you combine bullseye targeting with hyper-relevant content, the conversation gets really exciting. We expect the award-winning mobile campaigns of 2017 to incorporate bullseye targeting with exclusive AR experiences.

Target By Actual Need

Demographics have always been used to guide targeting. But the places people go are a better indicator of who they are and what they need. Today, we can aggregate location data to understand consumer patterns and determine actual need versus likelihood of need.

For example, a major car manufacturer might target men ages 34 to 45. They might even geotarget “men 34 to 45 in northeast cities” with region-specific creative. But they have no way of knowing who in that audience actually needs a new car.

What if they could target people who have been to an auto repair shop multiple times that month? Or better yet, to a car dealership? Both of these behaviors better indicate that the shopper is a hot lead, as opposed to any demographic qualifier.

Today, targeting by need is a practical concept. Location companies have already put the infrastructure in place to accurately understand individual consumer trends, creating a tremendous opportunity for impactful mobile moments. 

Predict Shopper Cycles

If we can tell when shoppers actually need a product based on their location history, you can look at those visits over time to determine their purchase cycle and when they’re “due” for a store visit. For example, if data indicates you grocery shop every Thursday, you’re more receptive to brand messaging on Wednesday when you’re actively planning to go, versus Friday after you’ve already shopped.

Modern targeting will focus on shoppers who “pre-qualify” themselves through offline behaviors and location visits. In other words, the data point of “Joe went to a car dealership” is just as actionable from a marketer’s standpoint as if Joe had searched for “new cars” online.

We’re at an exciting point in the evolution of mobile location where real, sophisticated campaigns are resonating positively with consumers at scale. Reaching shoppers when they’re most receptive to brand messaging is paying off for marketers in the form of foot traffic and sales. The next 18 months will provide fast-moving marketers with an opportunity to own the mobile/location ecosystem while the competition plays catch-up.

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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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