MEC Expo 2016: How location tech is transforming Retail Marketing

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What Brands Can Learn From an IPA Effectiveness Gold Winner

What Brands Can Learn From an IPA Effectiveness Gold Winner

12/04/2017 12/04/2017

Stoptober is Public Health England’s long running, mass participation quit...

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MEC at AdWeek Europe 2017

MEC at AdWeek Europe 2017

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The Age Debate

The Age Debate

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Spotlight on Ecommerce

Spotlight on Ecommerce

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With ecommerce sales set to hit $1.7 trillion in 2015, there is the rapid realization that it is as important to FMCG as it is to...

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MEC Expo 2016: How location tech is transforming Retail Marketing
27/09/2016

Mark Stubbs, Group Operations Director, MEC

We know more about people than ever before. Through the data we receive from mobile devices, we know where they’ve been and where they go. And this brings a wealth of opportunities to retail marketing.
Location data has a big impact on three areas: Audience Planning, Media Planning, and Business Planning. It’s enabled us to build a richer picture of our clients’ audiences and how to target them.

 Audience Planning

One of location data’s really important uses in retail is in building audiences. With Visa, we’ve worked with this data to increase the number of people using contactless payment by targeting an audience segment based on where they can use this service. With B&Q, we took their Gardens range to an audience of garden lovers at scale, based on where they’d been.

Meanwhile, for Morrisons we’ve worked at quantifying the planning process. By understanding who goes into its competitor stores we can break down footfall by competition.

Media Planning

There has been a major development in the measurement of what it costs to get people into store. At MEC we’ve invested £1m+ in establishing that it costs £7.12 to drive an incremental customer into a store. We can also segment by product, cross device (desktop and tablet compared to mobile devices) and the results are verified by econometrics.

This knowledge helps clients have confidence in driving offline outcomes, and in their channel choice. Where press might previously have been our only option to drive footfall on quick turnaround briefs, we can now understand the impact of multiple media on ROI and deploy other channels quickly and efficiently; meaning we can use the optimal channel mix to get people in store.

Using data signals, we can identify areas where there is low customer concentration, or high competitor customer density, allowing us to better plan local offline media to drive traffic into stores. This helps to plan traditional media activity more accurately, saving on wastage and increasing efficiency.

Business planning 

Business planning becomes more insights based. For instance, through real-time footfall measurement, we are able to establish the level of threat by competitor, and the size of opportunity for opening new stores in a local area.

We can also understand key times when store opening hours could be extended, or dynamically target only those stores who need additional footfall and have the appropriate product in stock.

Location data takes audience planning to a much richer environment, understanding the audience beyond their interests into their behaviour in the real world. It better informs how we approach all media channels, and how to better address and measure offline objectives for our clients. It also allows us to feed relevant insights back into a clients’ business that aids their planning beyond purely marketing objectives.


Key takeaways:
 

  1. Location data bridges the gap for brands that see the majority of their sales delivered offline.
  2. Using this data for media planning reduces the inference that is inherent in cookie-based audience planning.
  3. We now know how much it costs to drive a customer into a store.
  4. Location data isn’t just about digital campaigns.
  5. There is much more to come in this space around Business insights for clients, and we’re working on thenow.
MEC Expo 2016: How location tech is transforming Retail Marketing
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