inMarket Awarded Best Mobile Marketing Platform

August 22, 2019 / by inMarket

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We are excited and humbled to have been named the BEST MOBILE MARKETING PLATFORM in the 2019 Digiday awards. As the finalist pool was made up of the best and most respected vendors in the space, we are especially grateful for this honor. 
 
We appreciate this recognition of all of our hard work and perseverance to provide world-class solutions for our clients. It has been an amazing ten years serving each and every one of you and we look forward to our future together!
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Kohl’s is Accepting Amazon Returns. How Much Did They Benefit?

August 15, 2019 / by inMarket

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While Amazon Lockers have been popping up everywhere from Whole Foods to even Chase Banks, Amazon introduced a new kind of partnership just one week before Amazon Prime Days: Kohl’s announced that starting July 8, 2019 it would begin accepting Amazon returns, making the process of returns easier than ever.

While the ease of returns is an attractive selling point on its own to boost foot traffic for Kohl’s, Amazon’s yearly sale, Amazon Prime Days, began exactly one week later, drawing in even more feet through doors due to a higher number of returns than compared to typical days. While this partnership with Amazon feels like a win for Kohl’s, we investigated and measured exactly how much of a success this was for this department store chain.

Get the full results for this deep-dive report on Kohl’s +Amazon Partnership Report — now available here.

How We Did It

We looked at Kohl’s shoppers who spent 5 minutes or less in stores, and then analyzed this group’s foot traffic average for 3 weeks prior to the start of Amazon returns, and compared it to the 3 weeks after the day Kohl’s began accepting Amazon returns. Then, we determined the percent difference between the pre and post-Amazon return averages.

Kohl’s Foot Traffic: Before vs. After Amazon Returns

Total visit average 3 weeks prior vs. 3 weeks after Kohl’s began accepting Amazon returns

  • When comparing average total visits before vs. average total visits for Kohl’s after they began accepting Amazon returns, the average went up 23.66%.
  • Trips of 5 minutes of less increased by 17.06% after Kohl’s began accepting Amazon returns. This is likely because shoppers wouldn’t have had enough time to shop around and make a purchase in this time frame, but would have had time for a quick in-and-out visit to drop off packages.

Daily Visits to Kohl’s by Dwell Time Group

  • There’s a very clear up and to the right pattern for increase in visits after Kohl’s began accepting Amazon returns.
  • The highest spike in foot traffic falls on Saturday, July 27, which is the second weekend after Amazon Prime Days. The second highest day is Sunday, July 28, making this weekend the busiest weekend for foot traffic.
  • The weekend following Amazon Prime Days also sees high foot traffic days, outperforming previous weekend foot traffic in this period.
  • These spikes are likely due to a case of “buyer’s remorse.” Amazon shoppers are stopping in to return their purchases post-sale frenzy.

How We Did It

inMarket used first-party, SDK-derived location data of over 50 million Comscore-verified active users to first identify micro visit shoppers based on how long they stay in a location, then analyzed their foot traffic patterns to see if Kohl’s Amazon partnership had any effect on the number of visits.

So What? Why Should I Care?

Next to using a crystal ball, observing foot traffic patterns is one of the best predictors for consumer behavior and retail chain strategy. Measuring these real-time movements is crucial because it provides an extra dimension of observation and early visibility into how strategic partnerships might affect the direction in which the retail industry will move.


Get the full results for this deep-dive report on Kohl’s +Amazon Partnership Report — now available here.

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inMarket Acquires Thinknear - Two location leaders now under one family

August 8, 2019 / by inMarket

 

We’ve been growing consistently for the past decade and have just completed our biggest year and biggest quarter ever. Our goal has always been to provide the most accurate, responsive, and scalable strategies to help you grow. This is why we have consistently delivered new, innovative and exclusive solutions that help you reach and exceed aggressive KPIs. 

To continue exceeding your expectations, we’re excited to announce that we’ve acquired Thinknear -- another veteran, top performing location technology leader. Our new combined family will deliver even more performance, value and exclusive capabilities. We aim to continue to be the highest performers and most complete solution for your consumer marketing needs. 

Why this is important for inMarket clients:


  • inMarket clients will gain access to all of Thinknear’s products such as Geotype and Geolink, as well as legendary location score performance.
  • inMarket clients will gain new options to serve their needs via best-in-class managed as well as self-service platforms that lead performance benchmarks for ROI, viewability, and other measurement KPIs.
  • inMarket clients will continue to have access to all of our advanced media, including Moments, Preceptivity and Audiences.
  • inMarket clients will continue to have access to advanced insights and campaign measurement services derived from our 50 million Comscore verified smartphone integrations. 
  • inMarket clients will be able to continue working with the same award-winning sales, account management and ad-ops teams that have helped them drive successful campaign results over the past decade. 

For more information on inMarket, Thinknear, or to ask questions about how this will affect your account and goals, simply follow the links below.

Read The inMarket Press Release

Read The Thinknear Press Release

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Q4 2019 Foot Traffic Predictions

August 5, 2019 / by inMarket

With Q4 nearing with each day, brands know that the holiday season is a massive opportunity to end the year strong. Consumers show their demand for specific retail categories with their feet, and by observing their patterns, brands are able to time their media spend to connect with consumers at the peak of their receptivity and therefore maximize the ROI from their campaigns.

In this Q4 2019 report, we’re using first-party location data from 50 million smartphone owners to map the months during winter. We’ve surfaced key opportunities for brands from October to December based on the heaviest foot traffic in each retail category in order to boost ROI.

Black Friday

Although Black Friday is touted as the biggest shopping day of the season, holiday shopping still reigns supreme. Only Department stores see its highest spike on this price-slashing day, while Big Box, Drug Stores, and Discount chains see its highest foot traffic the days leading up to Christmas.

Cyber Monday

Cyber Mondays see fairly lower than average foot traffic, confirming that consumers are where this shopping day states — online.

Pre-Christmas

While spikes in weekend foot traffic is expected, many shoppers are still in the habit of procrastinating. Brands looking to connect with the highest number of shoppers have a great opportunity to advertise on the Friday, Saturday and Sunday before Christmas.

Post-Christmas

The days after Christmas see a dip, but sustain higher than average pre-holiday foot traffic levels. This is likely due to shoppers going to stores to return unwanted gifts or cashing out gift cards. Interestingly, Discount stores don’t see as high an increase post-Christmas, likely because some Discount stores don’t offer gift cards or don’t accept returns for items.

Mega Millions

Convenience chains saw their highest foot traffic day in Q4 2018 during the Friday before the Mega Millions winner announcement. Many shoppers visited convenience stores with their fingers crossed to buy the winning ticket. The days leading up to large-figure lottery drawings are great times to connect with C-store shoppers.

How We Did It

inMarket’s first-party, SDK derived location insights platform measured foot traffic spikes and dips around key days for retailers using 50 million comScore-verified monthly active users.

So What? Why Should I Care?

Next to using a crystal ball, observing foot traffic patterns is one of the best predictors for seasonal trends.

Get the full results for this deep-dive report on Q4 2019 Foot Traffic Predictions — now available here.


Want more inSights reports? Sign up at go.inmarket.com/subscribe or check out inmarket.com/insights.

To learn how your brand can connect with consumers on key milestone days, contact us today.

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Where Vegetarian-Leaning Consumers Grub & Grocery Shop

July 17, 2019 / by inMarket

In this updated report on Vegetarian-Leaning Consumers, as more consumers increasingly demand healthier alternatives, it’s clear that consumer preferences are evolving quickly with the announcement of Beyond Meat’s IPO and Burger King rolling out Impossible Whoppersnationwide. By analyzing real-time foot traffic patterns from millions of opted-in U.S. consumers, we are able to gain a granular and actionable perspective on changing grocery and QSR/fast casual trends, and guide marketers to connect with relevant audiences as trends shift.

Get the full results for this deep-dive report on Where Vegetarian-Leaning Consumers Grub & Grocery Shop — now available here.

Specialty Grocers Outpace Mainstream Grocers

Specialty grocers like Whole Foods, Trader Joe’s, and Sprouts have outpaced mainstream grocers, likely due to the fact that they offer a much more diverse array of vegetarian options than their mainstream counterparts as demand for meat alternatives increases. These specialty grocers also have historically focused on specialty food items like alternative healthier food items and vegetarian offerings — which makes the top 3 grocery chains appealing to vegetarian-leaning shoppers.

Traditional Grocers Included in Majority of Top Choices

While the top 3 are made up of specialty grocers, a majority of the top 10 also include more traditional grocery chains. While vegetarian-leaning consumers over-index at specialty grocers, mainstream grocers are still appealing to this audience as they have expanded their vegetarian options to stay competitive — the convenience of being able to buy specialty items without taking an extra trip to a specialty grocer is an attractive selling point to consumers.

Top Choices of QSRs/Fast Casual Eateries Test Meatless Options

Little Caesar’s, which sits at #8 on the list, is currently testing the Impossible Supreme pizza which features the animal protein substitute from Impossible Foods, further cementing the trend towards meatless options. Also included are fast food Mexican joints, which is also makes sense considering Del Taco recently released their new meatless menu item, Beyond Tacos.

Pizza Rules Other Food Categories

3 of the top 5 restaurants that meat alternative buyers go to are pizza joints. Pizza chains are most popular among customers who purchase meat alternative products, likely because a plain cheese pizza or a veggie supreme is, of course, vegetarian. MOD Pizza, one of the highest ranking fast casual eateries for vegetarian-leaning customers, also happens to be one of the most-funded, having raised more than $312 million thus far.

Sandwich & Mexican Joints Would Benefit from Introducing Meatless Alternative Items

Interestingly, we have three major sandwich chains and two Mexican food chains that over- index with vegetarian-leaning customers, which makes both categories a likely place for expansion of Impossible products.

How We Did It

inMarket used first-party, SDK-derived location data of over 50 million Comscore-verified active users to first identify vegetarian-leaning consumers based on which meat alternative brands they’ve purchased, then analyzed their visitation patterns to rank the grocers and eateries this group over-indexes.

So What? Why Should I Care?

Next to using a crystal ball, observing foot traffic patterns is one of the best predictors for consumer behavior, grocery, and fast food chain strategy. Measuring these real-time movements is crucial because it provides an extra dimension of observation and early visibility into how new menu offerings might affect the direction in which the QSR/fast casual industry will move.

Get the full results for this deep-dive report on Where Vegetarian-Leaning Consumers Grub & Grocery Shop — now available here.


Want more inSights reports? Sign up at go.inmarket.com/subscribe or check out inmarket.com/insights.

To learn how your brand can connect with consumers on key milestone days, contact us today.

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Top Restaurants and Retail Chains That Will Win Big This Father’s Day

June 13, 2019 / by inMarket

 

While Mother’s Day is revered as one of the biggest spending days of the year, Father’s Day is a more modest but growing market. Spending on Father’s Day in the U.S. has grown 70% (or $6.6 billion) over the past decade, and shoppers are expected to spend a record high of $16 billion for dads nationwide. As this day for dad increasingly becomes a bigger spending holiday, inMarket’s first-party SDK derived location data has predicted the restaurant and retail chains that will receive the biggest boosts in consumer traffic this Father’s Day.

Get the full results for this deep-dive report on Father’s Day — now available here.

Restaurant Winners


Dads really like their meat. Eight of the top twenty restaurants are comprised of steakhouses and BBQ chains, suggesting that wherever the ribs or steaks are, families will be there as well (be sure to bring wipes).

  • There’s a definite type of ambiance that dads are attracted to on Father’s Day — families are predicted to keep meals casual this year. While all restaurants anticipate a boost in foot traffic due to this holiday, upscale restaurants like Morton’s Steakhouse and The Capital Grille see much smaller increases in foot traffic than casual chains like Texas Roadhouse.
  • Pizza joints like Simple Simon’s Pizza and Anthony’s Coal Fired Pizza see an increase in foot traffic, but are not expected to be a top choiceamongst those celebrating Father’s Day.

Retail Chain Winners

  • Amongst the top ten chains with highest increase in foot traffic, movie theaters are expected to see higher foot traffic. While blockbuster films like Incredibles 2 and Ocean’s 8 caused visitations to spike in 2018, new hits like The Secret Life of Pets 2 and Men in Black: International will also likely drive families into theaters on Father’s Day.
  • Almost half of the top twenty chains, comprised of Outdoor and Sporting Goods chains, are predicted to see higher than average foot traffic. Want to make dad happy this year? Get him a new tackle box or new golf clubs.
  • While two auto chains, Fix Auto Worldwide and Gerber Collision, are included amongst the top 20, they are the exception as a majority of auto chains are expected to see a drop in foot traffic.
  • Surprisingly, while tools and home maintenance are typical “dad” interests, hardware and home improvement chains like The Home Depot and Lowe’s are expected to see a significant decrease during Father’s Day.

How We Did It

inMarket combined years of precise location data and AI to predict the big winners based on their visitation frequency growth on Father’s Day. We first aggregated each location’s average traffic prior to Father’s Day, then observed how much visits increased on Father’s Day, and finally ranked each location by percent of visit growth from highest to lowest.

So What? Why Should I Care?

Next to using a crystal ball, observing foot traffic patterns is one of the best predictors for consumer behaviors and holiday trends.Get the full results for this deep-dive report on Father’s Day — now available here.


Want more inSights reports? Sign up at go.inmarket.com/subscribe or check out inmarket.com/insights.

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How Did Burger King’s Market Test for Impossible Whoppers Perform?

May 29, 2019 / by Brandon Lane

How Did Burger King’s Market Test for Impossible Whoppers Perform?

Burger King made big headlines on April 1, 2019 when it announced it would be testing The Impossible Whopper — which features an entirely meatless patty created by plantbased food producer, Impossible Foods — in the St. Louis market. Its release wasn’t an elaborate prank by Burger King, but rather, a calculated move that followed increasing demand of consumers who want a wider variety of healthier options. Burger King is planning on expanding this menu offering nationwide by the end of the year, so we’ve analyzed visitation patterns to provide insight on how Impossible Whoppers impacted the test market, and how it may affect this fast food chain nationwide as well.
 
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How Successful Were Impossible Whoppers in Burger King’s Test Markets?

May 22, 2019 / by inMarket

Credit: Burger King

Burger King made big headlines when it announced it would be testing The Impossible Whopper — featuring an entirely meatless patty created by plant-based food producer, Impossible Foods — in the St. Louis market. Burger King is expanding this menu offering nationwide, so we’ve analyzed visitation patterns to show the impact of the Impossible Whopper’s launch on test markets, and how it may affect this fast food chain nationwide as well.

Get the full results for this deep-dive report on Impossible Whoppers — now available here.

  • Overall, Burger King locations selling the Impossible Whopper outperformed the chain’s U.S. foot traffic average by 18.5% during the test period.
  • During the month of the Impossible Whopper’s release, St. Louis Burger King locations attracted 16.75% higher foot traffic than the previous month’s average.
  • Burger King locations that did not roll out Impossible Whoppers saw a slight decrease in visits. Nationally outside of St. Louis, foot traffic was 1.75% lower during the Impossible Whopper’s test period, compared to the previous month’s average.
  • It’s likely that this massive boost in foot traffic is due in large part to the fast food chain’s new meatless option. Given the success in St. Louis, we expect to see a positive impact on visitation as the Impossible Whopper rolls out nationally in the future.

How We Did It

inMarket’s first-party, SDK-derived location data of over 50 million Comscore-verified active users to analyze visitation spikes and dips for Burger King locations selling the Impossible Whopper in St. Louis and compared it to nationwide Burger King locations who did not sell the Impossible Whopper.

So What? Why Should I Care?

Next to using a crystal ball, observing foot traffic patterns is one of the best predictors for consumer behavior, fast food chain strategy and growth. Measuring these real-time movements is crucial because it provides an extra dimension of observation and early visibility into how new menu offerings might affect the direction in which the fast food industry will move.


Get the full results for this deep-dive report on Impossible Whoppers — now available here.

Want more inSights reports? Sign up at go.inmarket.com/subscribe or check out inmarket.com/insights.

To learn how your brand can connect with consumers on key milestone days, contact us today.

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360-Degree Analysis: Whole Foods, Spring 2019

May 16, 2019 / by Brandon Lane


360-Degree Analysis:
Whole Foods, Spring 2019

Since acquiring Whole Foods in August of 2017, Amazon has made substantial changes to the chain, including adding pickup and drop-off lockers to many locations and extending discounts to Amazon Prime Members. inMarket has previously released several inSights reports on their changing foot traffic patterns, however, we are now able to deliver a comprehensive, year-over-year analysis in order to see the effects that these changes have made.
 
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Amazon’s Effect on Whole Foods Shopper Behaviors

May 16, 2019 / by inMarket

Since Amazon’s acquisition of Whole Foods in 2017, this natural-leaning grocer has seen numerous changes from the introduction of Amazon Lockers to the addition of Amazon Prime benefits. And as Amazon continues to evolve their strategy for Whole Foods, inMarket has used first-party, SDK derived always-on location data to observe visitation habits, frequency, dwell time, and purchasing trends to help marketers understand Amazon’s impact on this chain.

Get the full results for this deep-dive report on Whole Foods 360-Degree inSights— now available here.

Foot Traffic

Whole Foods brought in higher foot traffic in Q1 2019 than compared to the same time period last year. Amazon seems to be focused on inspiring visits from their customers by incentivizing their 100 million Prime membership holders with special perks and doubling down on their digital omnichannel strategy. This may also indicate that shoppers are visiting more frequently than the previous year.

New Shoppers

The number of new shoppers at Whole Foods has decreased from Q1 2018. While 2018 was a strong year for bringing in new shoppers, Whole Foods has slowed down on this strategy, and is instead focusing on developing plans to retain current shoppers.

Micro Visits

There was a substantial increase in micro visits in 2019, which may be due to the increased rate of additional Amazon Lockers and streamlined online order pickups for quick in-and-out trips.

Dwell Time

Shoppers who enter Whole Foods locations are spending less time there. This may be a small byproduct of the increased micro visits on average dwell time — shoppers who are just above the 5 minute threshold for micro visits might be affecting the average dwell time.

Brand Volume Growth

Interestingly, brands for pantry or dry packaged foods — like granola bars or cereal — were not among the top 5. Whole Foods shoppers are buying brands which largely focus on perishable and/or refrigerated items — confirming that consumers demand a fresh, healthy selection of food.

How We Did It

inMarket’s first-party, SDK derived location insights platform measured foot traffic spikes and dips around key days for non-grocery retailers using 50 million Comscore-verified monthly active users.

So What? Why Should I Care?

Next to using a crystal ball, observing foot traffic patterns is one of the best predictors for consumer behavior, grocery chain strategy and growth. Measuring these real-time movements is crucial because it provides an extra dimension of observation and visibility into Amazon’s master plan, and predicts the direction in which the grocery industry will move.


Get the full results for this deep-dive report on Whole Foods — now available here.
Want more inSights reports? Sign up at go.inmarket.com/subscribe or check out inmarket.com/insights.

To learn how your brand can connect with consumers on key milestone days, contact us today.

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