Swirl and AccuWeather Partnership Brings Real-Time Weather Targeting to Indoor Mobile Location Marketing for the First Time
Industry's first integration of weather and indoor location data enables retailers and brands to drive the highest in-aisle contextual relevance in mobile, announced at the Mobile Marketing Association Leadership Forum
May 10, 2017
AccuWeather Global Headquarters – Swirl Networks, Inc., the leading Mobile Presence Marketing platform provider and AccuWeather, the global leader in weather information and digital media, today announced a groundbreaking partnership that brings the most advanced, real-time weather targeting capabilities to indoor mobile location marketing. Retail marketers using the Swirl platform can now access AccuWeather’s comprehensive data sets, providing the most accurate, actionable weather data available worldwide, to tailor and trigger in-store mobile experiences based on a shopper’s local weather conditions. With this new integration, Swirl becomes the first and only mobile marketing platform to offer targeting based on both weather and indoor location.
Swirl’s mobile presence marketing platform enables retailers to take advantage of a variety of indoor location signals, including Bluetooth beacons, WiFi, and Visible Light Communications (VLC) to deliver highly-relevant mobile content directly to a shopper’s smartphone based on their precise in-store location. In partnership with AccuWeather, retailers and brands can now tailor the in-store mobile messages, content and services they deliver based on a variety of local weather data, including weather forecast conditions, temperature, wind, precipitation, UV index, pollen count, and more.
By targeting content based on verified indoor locations, as well as weather conditions near a particular store, marketers can deliver more relevant communications that drive higher levels of performance. For example, on days when pollen and allergen counts are forecasted to rise, a pharmacy chain can alert in-store shoppers to the upcoming weather condition and provide information and special offers on allergy relief products to shoppers in the medicine aisle. Similarly, apparel retailers can take advantage of local weather conditions to highlight appropriate products as shoppers move through stores. With the Swirl platform, marketers can preconfigure campaign content based on any combination of in-store location and weather conditions, as well as shopper behaviors including aisle dwell time, recency, and frequency of store visits.
With the first-to-market integration, Swirl platform users have direct access to AccuWeather’s up-to-the-minute database of weather conditions and forecasts for more than 2 million locations worldwide. Weather targeting is available for campaigns delivered to a variety of mobile audiences, including users of the retailer’s branded mobile app, the AccuWeather mobile app, any third-party mobile app that is configured to work with Google’s beacon services, and Google Nearby notifications – a beacon-triggered notification service enabled on all Android smartphones.
“Weather plays a significant role in influencing consumer purchase decisions, and AccuWeather is at the forefront of delivering the most accurate weather information to consumers and businesses around the globe,” said Hilmi Ozguc, Founder and CEO at Swirl. “This partnership brings the power of weather targeting to indoor location in a seamless and automated way. Swirl platform customers now have direct access to localized weather data from one of the most respected names in the industry. We look forward to working with AccuWeather to enable retailers to deliver even greater levels of contextual relevance with their in-store mobile experiences.”
“Retailers and advertisers are constantly looking for ways to engage with consumers in the most meaningful, relevant ways,” said David Mitchell, Vice President of Digital Media, Emerging Platforms at AccuWeather. “In partnership with Swirl, AccuWeather has combined outdoor weather conditions and indoor location into a powerful new contextual layer for marketers. This new capability is poised to take right time and place marketing to the next level.”
About Swirl Networks
Swirl offers leading retailers the industry’s first complete mobile presence management and marketing platform. By leveraging geofences, WiFi, VLC and Bluetooth Low Energy beacon signals in their brick and mortar stores, large-scale retailers rely on Swirl to generate greater value from every shopper visit. Swirl works with industry leaders including Lord & Taylor, Urban Outfitters, Timberland, Samsung, Oracle, Google, Facebook, Cisco and many more. Swirl is backed by top-tier investors including Twitter, Simon, Hearst, SoftBank and Longworth Venture Partners.
About AccuWeather, Inc.
Over 1.5 billion people worldwide rely on AccuWeather to help them plan their lives, protect their businesses, and get more from their day. AccuWeather provides hour-by-hour and minute-by-minute forecasts with Superior Accuracy™ with customized content and engaging video presentations available through smart phones, tablets, free wired and mobile Internet sites via AccuWeather.com, award winning AccuWeather apps, connected TVs, wearables, smart homes, and connected cars, as well as radio, television, newspapers, and the AccuWeather Network cable channel. Established in 1962 by Founder, Chairman and President Dr. Joel N. Myers – a Fellow of the American Meteorological Society who was recognized as one of the top entrepreneurs in American history by Entrepreneur Magazine’s Encyclopedia of Entrepreneurs book – AccuWeather also delivers a wide range of highly-customized enterprise solutions to media, business, government, and institutions, as well as weather news, content, and video for more than 180,000 third-party websites. AccuWeather’s CEO, Barry Lee Myers, is an award winning leader in global weather information issues and one of the world’s most recognized advocates for cooperative relationships between government weather agencies and the weather industry. He is a leader in the digital weather information space. Visit www.AccuWeather.com or download the AccuWeather App at http://downloads.accuweather.com for additional information.