Dave Heinzinger

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One Year Later: Understanding Amazon’s Impact on Whole Foods

June 21, 2018 / by Dave Heinzinger

The biggest grocery news of 2017 broke on June 16, 2017, when e-commerce juggernaut Amazon agreed to purchase natural-leaning grocer Whole Foods for $13.7 billion. Since taking control in late August 2017, Amazon’s impact has been felt in a variety of ways — from the addition of lockers for in-store pickup of online purchases, to the juxtaposition of Amazon’s own tech products on sale next to the milk, eggs and produce.

At inMarket, we’ve spent the past 8+ years helping brands connect with consumers inside stores like Whole Foods. To be effective in this space, you need a keen understanding of how shoppers act, evaluate and eventually make purchase decisions in the aisles — especially when change is afoot. We achieve this by pairing purchase-level data with the industry’s most accurate, first-party location targeting capabilities, in order to understand exactly how the path to purchase can be influenced.

In our latest inMarket inSights report, we’ve examined exactly what’s changed at Whole Foods since the big acquisition — from high level visitation habits, to what shoppers are actually buying. Download the report for the full analysis.

To learn more about our data, methodology or digital shopper marketing programs for CPG brands, contact us today.

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Where do Vegetarian-Leaning Consumers Shop for Groceries?

June 5, 2018 / by Dave Heinzinger

The plant-based meat alternative is a growing category at grocery, with major chains like Kroger now carrying products like Beyond Meat right next to the traditional burgers and chops.

As vegetarianism becomes more common than ever before, and large grocery chains adapt to meet this need, we wondered: Which grocery stores are successfully attracting buyers of plant-based meat alternatives today?


Thanks to purchase-level data, paired with inMarket Location Data from 50 million consumers, our data scientists can paint that picture. First, we created an audience segment — “meat alternative buyers” — comprised of shoppers who have purchased leading plant-based brands like Beyond Meat, MorningStar, Quorn and Boca Burger thus far in 2018. Then, we put inMarket location data to work to understand where this segment shops for groceries, relative to the average American consumer.The result is our latest report — now available at www.inmarket.com/insights.

To learn about how you can reach audience segments like “meat alternative” buyers with branded engagements along the path to purchase, contact us today.

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inMarket Featured on Good Morning America! 

March 16, 2018 / by Dave Heinzinger

Big location data is powerful stuff. It enables us to reach shoppers at the perfect moments in the path to purchase; to predict major happenings like retail closures; and to rank restaurants based on visitation patterns of certain populations.

This week, our Late Night Dining inSights Report Card was featured on Good Morning America, as Michael Strahan and company counted down the top 5. In this report, we ranked America’s restaurant chains based on highest percentage of foot traffic visiting between 12am-4am. Watch the full segment here

You can download the full report over at inmarket.com/insights. To learn where your restaurant ranks on the list, contact us anytime!

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Toys “R” Us, Nine West Troubles Validate Predictive Location Data

January 25, 2018 / by Dave Heinzinger

Times are hard for many legacy brick-and-mortar retailers, as ecommerce and mobile-first consumer behavior have changed the rules of the game seemingly overnight.



For Toys “R” Us, a 70-year-old company, the reality has been bankruptcy leading to the closure of 182 stores to stay afloat. For Nine West, Bloomberg reports that a bankruptcy filing is in the works, as the company looks to restructure almost $1.5BN in debt.

Though they’re in very different categories, Toys “R” Us and Nine West do have one thing in common: Low customer loyalty, according to inMarket’s most recent loyalty report for non-grocery retail.

In a story with CNBC, inMarket predicted that Nine West -- which ranked last for customer loyalty -- would likely be next to shutter stores. Toys “R” Us checked in with the 3rd-lowest loyalty score on the list. Given the news this week, both retailers are case examples of the power of inMarket’s location data to predict market and retail trends.

To read the full inMarket Loyalty Report, download the full PDF at inmarket.com/insights. To learn more about inMarket’s loyalty rankings or to find out which retailers might be next, please contact us anytime.

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How Long Do New Year's Resolutions Last? 

January 22, 2018 / by Dave Heinzinger

Now that we’ve rung in the New Year, people around the country are making resolutions to better themselves in a wide variety of ways. Self-improvement topics like fitness and well being always top the list. According to Harper’s Bazaar, the top resolution for 2017 was “dieting, exercising and losing weight.”

Resolutions like this are as common as snowflakes this time of year, but do they stick and become permanent fixtures in our lives? Or do they simply melt away? We decided to review foot traffic data from inMarket’s mobile audience of over 50 million consumers (via direct SDK connections) to answer the question: Just how long do New Year’s resolutions last?




To learn more, head on over to inmarket.com/insights and download the full report.

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CES 2018 Recap

January 15, 2018 / by Dave Heinzinger

CES has become an annual tradition to kickstart the new year with a heavy dose of high tech excitement. As leaders in the future of digital media and its impact on offline shopping, we showcased in C-Space at the Aria alongside some of the world’s top brands.

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On the main show floor, inMarket CMO Cameron V. Peebles moderated a Retail Innovation Summit panel alongside top thought leaders Mike Wald (Oniracom), Brian Kavanaugh (Hershey) and Neal Shaffer (author).

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For those of you who stopped by to enjoy a custom cocktail from our robotic bartender, or caught the panel to learn more about convergence at retail -- thank you!

If you missed us, or were otherwise caught up in the hustle and bustle of the show floor, you can always contact us for more info.  

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Headed to CES? Let's Meet Up! 

January 4, 2018 / by Dave Heinzinger

inMarket is exhibiting at CES next week and we'd love to update you on what's new in location and how we can help you dramatically increase the performance of your campaigns.  
From our new product offerings to thought leading consumer inSights, inMarket has a lot of exciting updates to share! You can come visit us at our brand new inMarket booth at C-Space in the Aria Hotel.
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Four Ways to Connect with inMarket at CES: 

Rogue Retail Panel at the Retail Innovation Lounge
inMarket CMO Cameron Peebles will be hosting the panel, We're All Upstarts Now! Rogue Retail with guests Mike Wald, Brian Kavanagh, and Neal Schaffer on Jan 9th and 10th from 11:30am to 12:00pm in LVCC, South Hall 3, Booth 31600.

Explore the world of inMarket
Take a guided or self-guided tour in our virtual grocery store, seeing first-hand how inMarket's platform can identify and target consumers at every stage of the shopper lifecycle.

Join us in the Location Lounge
Come rest your feet after a long day of meetings in our new Location Lounge at booth CS-1 at the Aria! We'll have food and drinks ready to go. All you have to do is sit back and relax. Drinks on Us!

Bonus: Coffee and drinks at the inMarket booth featuring inMarket's very own robotic bartender!
Yes, you read that correctly. Stop by for coffee in the morning and grab a drink mixed by our robotic bartender from 3-5 Monday - Wednesday.

Looking to put something on the calendar? Schedule a meeting with us here

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Location Data Proves Predictive as Challenges Mount at Toys R Us

December 22, 2017 / by Dave Heinzinger

Toys R Us, which filed for bankruptcy in September, is reportedly considering the closure of 200 stores across the U.S., according to Bloomberg.  


As retail evolves, location data is becoming even more vital in understanding how people shop in the real world. Toys R Us is yet another example of just how powerful location data can be in predicting business health. In June, inMarket added the toy seller to its list of at-risk retailers due to low customer loyalty. The study was based on inMarket’s first-party data from more than 50 million consumers, as verified by comScore.

More than half of these at-risk retailers have shuttered stores and slowed growth in 2017, including Gap, bebe and H&M.

To read the full retail loyalty report, please visit inmarket.com/insights.

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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.


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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The Best (and Worst) Days for Holiday Shopping, According to Location Data 

November 21, 2017 / by Dave Heinzinger

Looking to avoid the crowds this holiday season? December 13 appears to be your best bet, according to our new Holiday Foot Traffic Report (available at inmarket.com/insights).

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Business Insider had the scoop:

Black Friday crowds and the before-Christmas rush are top of mind during any mall trip in mid-December. For shoppers looking to avoid crowds, InMarket has data on the most- and least-crowded days in stores. InMarket has store traffic data from 50 million consumers from last year's holiday shopping period. For customers looking for a calm in the storm, December 13 seems to be the best day to shop in stores.

Check out the full report at inMarket inSights today.

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