Location as a data asset
Presentation given by Helen Maxfield from AIMIA
Location Based Marketing Association - Retail Loco
LOCATION IS A CRITICAL NEW DATA ASSET Powering two key opportunities for customers and businesses
COMMUNICATION:
As a vehicle for delivering personalized, contextually driven communications
INSIGHT:
Granular understanding of customer behavior + In-the-moment targeted surveys
DRIVING RELEVANT INTERACTIONS ALONG THE CUSTOMER JOURNEY:
Geo-location data & Micro-location data
- Customer
- Home
- Work
- Other Location
- Competitor Store
- At Store
“We trigger messages at the right time, in the right location
Recipes, seasonal, missions, events, win back, service, offers, surveys”
WE ARE ABLE TO TRACK CUSTOMERS AND MEASURE THE IMPACT OF PRECISE LOCATION DATA:
- Customer picks up newspaper
- Collect 200 bonus nectar points when you buy any newspaper
WE SCALED THIS CAPABILITY:
- Location-enabled app & personalized offers
- Insights module to understand customer journeys
OUR SOLUTION COMBINES customer + transactional + location data:
- Customer Transaction Content
- Aimia Offer Engine
- Aimia Location Engine
- Real-time Messaging Engine
- Aimia Insights Module
delivering 1:1 contextual relevance in real-time
We have enhanced this capability to answer business questions that were previously impossible to answer…
THE VALUE OF SECONDARY SPACE:
- Create a zone on the floor plan Automatically outputs coordinates for each zone
- Understand customer dwell time in zone, & match to transactional data
- Our solution enables detailed analysis around any area of the store within 1-2m accuracy
- PROVING THE VALUE OF SECONDARY SPACE comparing conversion rate end cap vs shelf
- THE ZONAL SURVEY a seamless experience that starts and finishes in SmartOffers
And there’s more…
UNDERSTAND HOW CUSTOMERS SHOP CONCESSIONS:
DRIVING FOOTFALL INTO CONCESSIONS USING PUSH NOTIFICATIONS:
- SMARTOFFERS “Looking to be inspired? Why not see what Argos has to offer” 18m ago
- RESPONSE 10% VISIT 21%
UNDERSTAND HOW CUSTOMERS SHOP BY MISSION:
- (FOOD for now) vs (FOOD for later) vs (FOOD for 2 days) vs (FOOD for many days)
CREATING INCREMENTAL VISITS AND SALES:
- Visits, Spend, Conversion
- Visits up 14% Spend up 12%
Questions? helen.maxfield@aimia.com