The Digital Retail Imperative

Today’s shoppers are more digitally connected than ever before. And they expect their shopping experience to be connected as well – no matter when, where, or how they choose to interact.  Leading retailers are harnessing in-store digital connections to build rich customer profiles that are powering increasingly impactful interactions across all touchpoints. Data-driven personalization will separate the winners and the losers in the race for retail relevance. Mobile Presence is the fuel that will make it happen. Are you ready?

The power of mobile presence

Every day, millions of consumer smartphones scan the airwaves in search of digital connections and signals.  And each time a connection is made, valuable data is generated. Collectively, the who, when and where associated with each of these interactions provides rich insight into the needs and interests of that individual consumer. These connections also provide a powerful opportunity for marketers to engage with consumers “in the moment.”

Whether she’s walking through the neighborhood, entering the store, or browsing in a particular aisle, marketers who are able to take advantage of these fleeting moments (with her permission, of course) stand to forge meaningful relationships that create a lasting competitive advantage.

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Retailer-controlled location signals

Delivered by digital broadcasting devices, location signals provide marketers with real-time shopper location data each time they connect with a consumer smartphone. Mobile presence management software allows retailers to efficiently manage large-scale signal networks across thousands of locations and multiple signal types (including GPS, WiFi and beacons).  An added security layer allows retailers to control signal and data access to this valuable digital asset.

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Location-enabled consumer audiences

Retailer location signals can be “recognized” by consumer smartphones in a variety of ways. Signal-sensing SDKs that trigger in-store app functionality can be easily added to any retailer-owned mobile app, and third party media partners can be tapped for retailers wishing to reach larger audiences of in-store shoppers. For maximum reach, retailers can register their beacons with Google Nearby Notifications, a service that allows them to connect with over 100 million location-enabled Android device users. For shoppers who haven’t enabled Bluetooth on their smartphone, in-store WiFi connections can be used to trigger delivery of timely digital content and services. Of course, none of these connections are made without the consumer’s express opt-in permission.

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First party location intelligence

Each time an enabled smartphone connects with a retailer-owned location signal, a valuable data point is created. The collection of these data points over time can be assembled to create powerful and unique physical world behavioral profiles of individual shoppers.  By combining these in-store behavioral profiles with existing CRM data, retailers can create a true omnichannel understanding of their customers that can be used to drive even more personalized interactions at every touchpoint.

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Mobile presence marketing capabilities

Highly specialized marketing tools allow retailers to take advantage of mobile presence in entirely new ways. Whether it’s enabling new mobile app services based on a user’s in-store location or facilitating the delivery of relevant in-store digital content and offers powered by brand partners, mobile presence marketing software is creating valuable opportunities for shopper engagement. This software is also providing retailers with powerful new attribution and retargeting capabilities that allow them to connect physical world behaviors to online media campaigns.

A Comparison of Location Signals

GPS
WiFi
Beacons
Precision & Use
Outdoor (Neighborhood) Indoor (Store) Indoor (Aisle)
Marketing Applications
Deliver mobile messages to drive nearby foot traffic into store Deliver general mobile content (w/out app) or personalized mobile experiences (w/ app) in the store Deliver personalized mobile content and experiences in a specific aisle/department within the store
Measurement Capability
Neighborhood foot traffic and mobile engagement Store visit frequency, duration and mobile engagement, content interactions Aisle/dept shopping frequency, duration and mobile engagement, content interactions
Mobile App Required?
Yes No Yes
Bluetooth
Connection Required?
No No Yes
Consumer Trigger
  • Automatic push notification
  • Consumer opens app
  • Consumer opens app
  • Consumer opens web browser
  • Automatic push notification
  • Consumer opens app
  • Consumer opens Google Chrome browser
Audience Reach
  • Retailer apps
  • Third party apps
  • Retailer apps
  • Third party apps
  • Mobile web browser
  • Retailer apps
  • Third party apps
  • Any Android phone via Google Nearby

Want to see the Swirl platform in action?