Dave Heinzinger

Recent Posts

Which U.S. Music Festivals have the Highest Attendee Income? 

November 14, 2017 / by Dave Heinzinger posted in foot traffic, coachella, lollapalooza, firefly, music festivals, outside lands, gov ball, EDC, electric daisy carnival

Music festivals are the epicenter of young consumerism. And at $300+ for a basic general admission ticket, these parties are attracting young people with lots of disposable income.

At inMarket, we're constantly measuring foot traffic patterns for 50 million consumers per month. In our latest inSights Report Card, we're analyzing foot traffic at leading U.S. music festivals and breaking them down by attendee income. There are a few clear patterns, specifically in terms of which advertisers are targeting upmarket and midmarket income levels.

To view the full report, head over to inMarket.com/inSights. To learn more about the methodology, contact us anytime.

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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.)


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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Crocs Tops inMarket Back-to-School Foot Traffic Rankings

September 19, 2017 / by Dave Heinzinger posted in retail, inmarket, foot traffic, location data, data, big data, crocs, footwear, mobile location data

Are Crocs cool? According to inMarket Location Data, the answer is... yes.

Crocs has topped inMarket's Back-to-School Retail rankings for 2017, drawing the largest spike in foot traffic of any retailer during the busy July/August shopping period. Aeropostale, Staples, PacSun and Kids Foot Locker also had strong draws druing the 2017 back-to-school rush. 


Contrarily, Neiman Marcus, Gap and Banana Republic all saw dips in foot traffic this summer. All three have announced store closures in the past 10 days.  

You can download the full report today at www.inmarket.com/insights. If you're interested in learning more about the rankings, just give us a shout over at www.inmarket.com/contact.


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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.

amazon whole foods.jpg

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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Kroger + its Divisions Top Customer Loyalty Rankings for Grocery

August 7, 2017 / by Dave Heinzinger

Everyone buys groceries. From Whole Foods to Save-A-Lot, you can tell a lot about a person from where they regularly shop. You can also tell a lot about a grocery chain based on how regularly
shopper3c.jpgthose consumers visit.
In our latest report, we're using inMarket Location Data to analyze customer loyalty at U.S. grocery chains. Kroger and its divisions are setting the tone for repeat visitation across the country. Check out the full report at inmarket.com/insights to learn more. 
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After 7+ Years, inMarket Location Data Hits Programmatic Trading Desks Today

August 1, 2017 / by Dave Heinzinger posted in location, inmarket, data, big data, programmatic

At inMarket, we've harnessed the power of location data in advertising since 2010. From our early in-store campaigns to the sophisticated, online-to-offline programs we run today, one thing has remained consistent: We've always managed those campaigns in-house.

But the demand for accuracy in programmatic has become too great. Today, we're extending our hyper-accurate Audiences segmenting product to programmatic trading desks. Brands and agencies can now access our walled garden of first-party location data previously only accessible via high-ROI managed campaigns.


Audiences will provide trading desks with unprecedented accuracy via our location database, which uses full cycle GPS, WiFi and the world’s largest beacon platform in a waterfall to continually validate data points. Opt-in consumer location data paired with our vast point-of-interest marketing platform reveals consumers’ journeys between POIs -- while personas derived from machine learning across billions of consumers data points make targeting more precise than ever.

Audiences also enables new first party location precision that dramatically reduces crossover contamination in dense markets -- for example, when a laundromat is next store to a restaurant. This unlocks superior targeting for brands. The same first party dataset enables inMarket to predict major business trends across America -- like customer loyalty -- via inMarket inSights.

If you're interested in learning more about inMarket Audiences, contact us today.

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inMarket Takes Home Gold, Silver at the Best in Biz International Awards

July 26, 2017 / by Dave Heinzinger

At inMarket, innovation is in our DNA. As one of the original location-based ad platforms, we're constantly bringing new tech and methods to the table for our brand and agency partners. 

This week, inMarket's innovative efforts were recognized by the Best in Biz International Awards, which is the only independent global business awards program judged each year by prominent editors and reporters from top-tier publications from around the world.

This year, inMarket CEO Todd Dipaola took home Gold as "Innovator of the Year" in the executive category, while inMarket took home silver in the "Most Innovative Company" category. Both awards come on the heels of two major launches for inMarket in 2017: inBar, the world's first on-premise Physical Web platform; and the Lapsed Shopper Program designed to recover lost revenue and customers for retailers.

You can check out the full Best in Biz results here


Winners in the 5th annual program were determined based on scoring from an independent panel of judges hailing from a wide spectrum of top-tier publications and media outlets and from 15 countries and all continents.

To learn about the next big inMarket innovation, contact us today. 

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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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Gen Z and the Changing Face of 18-35

July 19, 2017 / by Dave Heinzinger

Last week, our Generational Power Rankings for Retail made the rounds in the press, receiving pickup from Business Insider, Retail Dive and Retail Leader, among others. A few points are resonating -- one, that millennials are cheap, and two, that Gen Z are more likely to purchase luxury brands than their older counterparts.


Gen Z, you say? That's right -- this group (born after 1995) is rapidly emerging into adulthood, and they're throwing brands for a loop. The first step in marketing toward Gen Z should be to take a step back and understand how and where they're shopping. Luckily, mobile location data tells that story.

Check out the full Generational Power Rankings for Retail at inMarket.com/inSights for a detailed analysis, or contact us directly today.

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How a 400-Year-Old French Mustard Brand used inMarket to Drive Sales during its U.S. Expansion

July 6, 2017 / by Dave Heinzinger

Cutting edge location strategies aren't just for techie brands. Any CPG can get in on the action thanks to inMarket's turnkey location platform and huge scale. 

Even a 400-year-old-mustard brand.


Recently, Unilever's upscale mustard brand Maille --founded in Paris in 1747-- tapped inMarket to drive product discovery and sales in U.S. markets as the brand expanded stateside. Given the upscale nature of the brand, this campaign had a critical distinction: it did not discount the product whatsoever, and relied on communicating unique selling points via mobile in-store to drive sales. Geomarketing has more:

“Through this program, we are accomplishing so much,” Elisa Galassi, Maille’s brand manager tells GeoMarketing. “We are engaging with foodies at a critical time and influencing their ultimate purchase decision. Maille becomes top of mind, and shines on the shelf. It also allows us to show our commitment to retailers by supporting their business and driving their sales. Also, from an internal perspective, it is very encouraging for our sales force to see the engagement and sales lift, beyond the classic discount way of promoting a product. It is also such an efficient way to very precisely target the markets we want to focus on to increase our brand awareness and ultimately our sales.”

To learn more about how inMarket's location-based ad products can help your brand build awareness, drive product discovery and close sales in-store, contact us today

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