Nomi Adds In-store Messaging to Offline Measurement | Street Fight

News

Nomi Adds In-store Messaging to Offline Measurement

0 Comments 09 January 2014 by

Screen Shot 2014-01-09 at 9.45.55 AMWhen three Salesforce veterans Marc Ferrentino, Corey Capasso and Wesley Barrow, raised $3 million in two weeks last year to launch Nomi, the pitch for the company was clear: unite the online and offline worlds. That vision, however, will have to wait — for now, at least.

The New York-based startup has put its omni-channel efforts on ice, opting instead to move deeper into the proximity marketing business by adding in-store messaging capabilities to its existing measurement and analytics products.

The proximity marketing product, Nomi Mobile, uses a Bluetooth LE beacon to enable retailers to send notifications, rewards, and other messaging to customers on their existing mobile applications as they walk through the store.

The system also allows users to retrieve content on their mobile phone by “knocking” the device against a beacon. The action is meant to mimic the functionality of near field communications (NFC), the fabled, yet poorly adopted, technology that many thought would open the door for mobile payments and in-store marketing.

“In an attempt to bridge the online and offline world, there was a massive black hole — a part of that store which had almost no data. So we’ve focused over the last year to elevate the level of data coming out of the physical world to be on par with the amount of data you see online,” says Ferrentino. “Omni-channel is one of those highly overloaded terms, which often means something different to everyone. Right now the infrastructure is going in — I don’t think it’s as imminent as some may think.”

Over the past few years, many of the large retailers have made omni-channel — the concept of selling seamlessly across desktop, mobile, and brick-and-mortar — a focal point of their strategic plans as they look to find a third way between selling online and sustaining their brick-and-mortar presences. However, while retailers like Macy’s have been vocal about their efforts to allow customers to move between digital and in-store channels, the bulk of their efforts have focused on streamlining inventory, which Ferrentino says is demonstrative of the maturity of the movement.

Within the technology sector, Nomi’s move points to a growing schism among a young class of in-store measurement startups, with some firms moving forward as analytics businesses and others, like Nomi, using the analytics product as a foundation for a broader marketing services business. Ferrentino says the company is modeling its strategy off of some of the early online businesses like Omniture, which started with analytics and then built a wider marketing suite.

“Analytics are critically important in helping understand [what’s going on], but the next step needs to be figuring out how to activate those data,” he told me in an interview. “Can you be an analytics company? Of course, you can. But the reality is that a business buyer wants a solution, and something that helps them take action.”

A marketing service — particularly one that centers around a new behavior — will require a much larger client services operation than a straightforward analytics business. This means that unlike competitors like Euclid, Nomi will need to stay in the branded pastures, staying away from the SMB market until the proximity marketing concept is proven out and best practices are developed.

Steven Jacobs is Street Fight’s deputy editor.

Big Things Coming in Local in 2015!


Join us in New York, San Francisco and Denver for Street Fight's industry-leading conferences. Top speakers, great networking, valuable insights, and killer parties.
Click here for dates and details!

Newsletter

Get hyperlocal industry headlines in your inbox every morning. Subscribe to the Street Fight Daily newsletter.


See how brands compare in local presence across areas such as local SEO, data accuracy, social engagement and more. Presented by Where2GetIt and Street Fight. Click here to see the battle!

Free White Paper: Pay-Per-Call’s Role in Improving Marketing ROI

Call campaigns can make the phone ring — or alienate prospective customers. Learn how to get it right: Download "Pay-Per-Call's Role in Improving Marketing ROI."

Produced by Street Fight Insights for Soleo.

Free White Paper: Contextualization

Learn how to deliver better, revenue-driving consumer experiences. Download "Contextualization: Leveraging Location-Based Technology and Mobile to Drive Success for Brands."

Sponsored by Artisan Mobile.

Follow Us

Get the latest Street Fight news, information and analysis via Twitter and Facebook.

The Commerce Graph

The “Commerce Graph” is a new framework we have developed to think about the future of physical exchange. The model offers an alternative to the dominant narrative about the commerce landscape that frames digital networks as an adversary of physical exchange.

The $20 Billion Mobile Marketing Opportunity

Strategies and insights into the landscape of targeting options and how they deliver foot traffic and sales for SMBs.
Check out our 2013 report and get your copy today!

Twitter

© 2014 Street Fight.

Powered by WordPress. Hosting by Page.ly