Dave Heinzinger


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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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Mobile Location Data Reveals Restaurant Chain Winners, Losers of Spring Training in AZ and FL

April 17, 2017 / by Dave Heinzinger posted in location, location-based advertising, foot traffic, location data, restaurants, spring training, baseball, arizona, casual dining, qsr, mlb, florida

Spring Training is big business for many cities in Florida and Arizona, as teams and their fans make the annual pilgrimage out of the cold to celebrate baseball and sunshine. The Baltimore Orioles, for example, generated over $89MM in economic output for their winter home of Sarasota, FL. The state as a whole drew over 1.5MM fans in 2016 -- setting a 100-year high, according to Gov. Rick Scott.

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While teams like the Orioles measure their economic output through official sporting + cultural events and its promotion of Sarasota tourism, they (and other teams) might actually be selling themselves short. There’s a nice side effect that happens when you’re drawing tourists from all over the U.S.: They spend lots of money at in-state and in-city businesses -- specifically restaurants.  

At inMarket, we use first-party, full cycle location data from over 50 million anonymous consumers to understand foot traffic patterns at retail, restaurants, airports, salons and more. Based on that data, we’ve ranked all of the Florida and Arizona restaurant chains based on their share of visits (SOV) during spring training. A positive (+) number indicates the SOV is higher than average, while a negative (-) number indicates that the SOV is below average. This helps us to understand how restaurants are performing relative to their size and number of locations.

Check out the full report below -- or give us a shout directly here


Get the Full Report

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Did anyone cancel their United Airlines travel plans this week? The foot traffic data says yes.

April 14, 2017 / by Dave Heinzinger posted in location, advertising, foot traffic, united, airports, data, united airlines, airlines

If you've known inMarket for years, you might think of us as the retail and grocery beacon platform. But thanks to our huge audience of 50 million verified consumers and an awesome variety of app partners, we're actually able to measure foot traffic across many different categories. Retail, restaurants, salons, festivals -- even airports. 
 
The internet turned its attention to United Airlines this past week -- with the mainstream media and even competitive airlines getting in on the action. Social media makes it easy to pile on.
 
But here at inMarket, we're interested in the data: Did anyone actually cancel their travel plans with United because of the incident last Sunday? 
 
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We decided to take a look at foot traffic in the airline's hubs in Denver, Houston, Los Angeles, San Francisco and Washington, DC -- where they don't share terminals with other airlines. It appears that foot traffic in UA terminals was down 8% on 4/11 versus their Monday average; and down 6% on 4/12 versus their Tuesday average.
 
It's difficult to tell if the drop is a direct result of the incident, or if it's simply the ebb and flow of travel. But it is very interesting that a measurable drop occurred when it did.
 
Interested in learning more about inMarket's foot traffic analyses or location-based products? Contact us 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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Cameron V. Peebles Joins inMarket as CMO

February 1, 2017 / by Dave Heinzinger posted in location, mobile, mobile advertising, inmarket, beacons, adtech

Today, inMarket is pleased to welcome Cameron V. Peebles to the team as CMO. 

Having previously led marketing initiatives for mobileStorm, Stamps.com Enterprise and Nero Software, Peebles most recently served as Chief Marketing Officer of Airpush, a top global mobile advertising platform. At Airpush, Cameron was credited was bootstrapping the company to $100 million in revenue, while helping the company to rack up a wide array of industry accolades, including Marketing Department of the Year (Gold) at the 2015 Best in Biz International Awards, and Marketing Executive of the Year (Silver) at the 2015 Best in Biz U.S. Awards.

“Since 2010, inMarket has set the standard for real time engagement at the moment of truth and helped brands gain unprecedented advantage through beacon technology at scale. Now, as our space matures and we enter a seventh consecutive year of growth, we know that sharing our vision with the community will be an integral part of our next chapter,” said Todd Dipaola, CEO and cofounder of inMarket. “Cameron has the perfect blend of marketing experience, savvy and the entrepreneurial spirit to lead our marketing team to continued success in the future.”

Cameron’s arrival at inMarket comes at a time of widespread growth for the company known for its market-leading beacon deployments in retail, bars, restaurants and nightlife.

“The strategies and technologies that brands use to engage with consumers in mobile have been consistently improving since the introduction of smartphones nearly a decade ago,” Cameron is quoted in a release issued by the company. “inMarket’s industry leading technology, impressive track record of driving ROI and history of consistent growth is second to none. I’m very proud to be leading the company’s marketing initiatives as we expand even faster and reach many more exciting milestones.”

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inMarket Launches inBar to Create On-Premise Experiences

January 3, 2017 / by Dave Heinzinger posted in location, inmarket, advertising, beacons, marketing, adtech, inbar, on premise

On-Premise advertisers can now talk to bar patrons -- right when they're about to order a drink.

At inMarket, we have a knack for breaking ground in the location-based advertising industry. We were the first to deploy beacons in multiple retailers in 2014, and the first to integrate iBeacon with Apple Watch in 2015. So this week at CES, we launched the first on-premise location platform for on-premise advertisers: inBar

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With inBar, hundreds of advertisers -- from the obvious ones like beer/wine/spirits, to the not-so-obvious like fast food/QSR and ride sharing -- can now speak to bar patrons via contextual mobile engagements when they're having a night out. 

Check out what the press had to say about it: 

ReadWrite: inMarket Orders a Round of Beacons; Coming to a Bar Near You Soon

AdWeek: inMarket Supercharges On-Premise Advertising with Beacon Rollout to Bars and Restaurants

Mobile Marketing Watch: inMarket Raises the Bar for Consumer Engagement with inBar Platform

GeoMarketing: Beacons and the "Bar of the Future" come to CES

Street Fight: inMarket Launches Ambient Intelligence Platform for Brands

Want to learn more? Check out the full release below -- or get in touch with us here

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inMarket and AMI Entertainment Create Thousands of Responsive Environments with inBar™ Beacon Platform in Bars, Restaurants and Entertainment Venues

LAS VEGAS, Jan. 3, 2017 /PRNewswire/ -- inMarket built its reputation creating contextual mobile experiences at retail stores for the world's largest brands. Today at CES, the Silicon Beach beacon platform announces inBar™, the ambient intelligence platform for brands to digitally engage consumers in entertainment venues. In partnership with AMI Entertainment, a leader in on-premise entertainment since 1909, inMarket will begin to roll out beacons to 23,000 entertainment venues across the U.S.

Brands can now engage patrons on their most personal device, precisely when they're enjoying a night out. inBar™ will have the power to turn phones into an "AI assistant" – waking up proactively when consumers need it most to facilitate hyper-relevant, second-screen experiences like:

  • Smart jukebox interactions that suggest songs or offer credits
  • Safe ride deals based on context, like being in the bar for 3+ hours
  • Extra swipes in your dating app
  • Drink specials just for checking your fantasy football scores during the game
  • Exclusive playlists or AR content just for being there
 

The program will reach all Android devices via Eddystone compatible beacons plus 50 million comScore-verified monthly active app users across inMarket's SDK platform.

"From vinyl, to digital and now online-offline convergence, AMI is a proven innovator of state-of-the-art entertainment equipment for bars and restaurants," said Michael Maas, CEO of AMI Entertainment. "We're excited to partner with inMarket to deliver amazing new contextual experiences to nightlife consumers, while creating the opportunity for brands to engage with hard-to-reach, on-the-go millennials."

inMarket's deep experience delivering contextual content at retail makes for a natural extension to nightlife. With a six-year track record of high-ROI results, inMarket has worked with hundreds of top brands on creative and effective mobile moments at the point of purchase.

"With inBar™, we're laying the foundation of the connected bar of the future, while enabling hyper-contextual advertising on premise," said Todd Dipaola, CEO and co-founder, inMarket. "We have six years of experience digitally connecting consumers and brands at retail capacity and we're excited to extend those experiences to bars with AMI as an amazing partner."

inMarket will host demos of the future inBar™ UX at CES in Las Vegas from January 4-7, 2017. For more information or to schedule a demo, please visit www.inmarket.com/inbar. For images and UX video, please visit the inBar Media Drive.

About AMI Entertainment Network
With over a century of expertise, AMI creates innovative entertainment solutions for the bar and restaurant industry. Today, the company and its network of operators help over 23,000 locations deliver a multiscreen entertainment experience that drives engagement, revenue, and repeat business.

AMI reaches over 20 million U.S. consumers a month through an integrated entertainment platform that combines jukebox music, games, interactive television, and mobile. As a board member of the Digital Place-Based Advertising Association, AMI's content delivery network enables elite brands to engage key consumer groups on a regional and national scale, while also empowering bars and restaurants to promote their own goods and services through on-demand digital signage capabilities.

Born in Michigan in 1901, AMI Entertainment Network holds offices today in Grand Rapids, Chicago, and Philadelphia. For AMI's latest innovations, visit amientertainment.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 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, headquartered in Venice, CA with offices in NYC and Chicago, has achieved YOY growth annually since launching six years ago. For more information, please visit www.inmarket.com.

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

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Retailer Apps Struggling to Gain Traction Inside the Store

November 1, 2016 / by Dave Heinzinger posted in location, location-based advertising, mobile, in-store, instore, retail, apps, mobile usage, mobile advertising

In its latest whitepaper, inMarket takes a look at consumer mobile usage habits inside of stores.

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The findings are a bit surprising: Social, which makes up a huge percentage of mobile usage outside the store, accounts for just 4% of mobile momments inside the store. On the flip side, approximately 55% of mobile moments direclty relate to the purchase decision.

The image above provides a nice overview. If you're interested in a deeper dive, you can download the full whitepaper here

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