How to Influence $30 Billion in Purchases This Holiday
When it comes to
mobile proximity marketing, it's not enough for retailers to just have beacons
in their stores.
IMAGE: Getty Images
Last week, I spoke
with inMarket's CEO, Todd Dipaola about the impact mobile
proximity marketing and technology such as beacons are
likely to have this holiday season.
I spoke with inMarket
because their native proximity platform reaches 18% of U.S. Mobile shoppers
(that's a verified 31.5 million monthly active customers per comScore October
2014) who are projected to spend $336 billion over the next year. Mr. Dipaola
noted that "inMarket will influence $30.6 billion of shopper dollars via
proximity marketing this holiday season, and an estimated $15 billion on Black
Friday alone."
In my previous article, I noted
that if you are a retailer and are not testing mobile marketing at your stores,
you are falling behind. I'd like to take this opportunity to rephrase that
statement to be even more direct: Beacon platforms without scale
place crippling limitations on results. "Think about it", says Mr. Dipaola, "you
wouldn't build your own radio station just to run a commercial, would you? No
one would listen. Retailers want to speak to consumers with context and at
scale, and the way to succeed is through appropriate apps that are already
being used."
And I couldn't agree
more with Mr. Dipaola. In-house apps have been at the core of retail mobile
strategies since the advent of the medium--but they have a notoriously small
reach. The top 10 retailer apps reach an average of 4MM shoppers per
month--just a fraction of shoppers who walk through their doors. Those app
users are the top loyalists, so they're important--but the real beacon
opportunity for retailers lies in reaching that 97% of less loyal shoppers
they're missing in-store. Those shoppers are using apps and receiving
advertising messages in-store, but many retailers are not controlling that
experience in other apps, though they could.
And this is the
biggest issue that most retailers face. As Mr. Dipaola put it, "Some
retailers are merely checking the box on acquiring beacon hardware but only
catching about 2-3% of their shoppers because they are the only ones with their
specific app. For our partners, scale is the key driver of their KPI success,
whether its analytics or sales lift. It's not enough just to have beacons in
your stores. It's about the full customer journey from the beacons to the apps
installed to the content engaging your customers. We work with retailers to
claim their digital airspace and spread their mobile experience to far more
people."
The thing is,
proximity marketing will most certainly transform shopper marketing as we
currently know it and beacon technology is opening up entirely new
opportunities in the physical retail space. But this is where most retailers
struggle. They see the transformative properties of being able to leverage the
past 20 years of digital best
practices inside their physical space, but then get lost in the
weeds as they look to build their own closed-looped system (from their own
hardware, app and content).
Mr. Dipaola has it
right ... and not just because he's build the world's largest beacon's network.
Mr. Dipaola pulls from other examples such as the Sunday circular. Early on,
each retailer self-published until their realized that working with local
newspapers gave them scale and ultimately drove more volume. The same can be
said for websites that pre-date social media. Back in the day, the focus was to
drive as much traffic as you could to your own website until businesses
identified that marketing to customers where they spent most of their time was
much more effective.
inMarket has focused on building the world's
largest beacon's network, in part, by partnering with the biggest and best
partners who provide the most scale. What's more Mr. Dipaola is clearing the
fog of unsubstantiated claims in a new technology by using the industry gold
standard, comScore, as the third party measurement provider to validate their
31.5 million monthly active customers. No one else in the beacon space has been
able to do the same. If you are looking for turnkey mobile proximity solutions
to drive sales at retail, inMarket is the first call you should be making.
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