Mobility Data Optimizes Marketing for Retailers Amid New Lunch Trends

The working crowd still eats lunch. They just don’t do so at restaurants and take-out near their offices as much. Instead, they are saving their money to splurge on lunch out and drinks with friends on the weekends.

A story on NBC.com went so far as to declare that “the lunch rush is dead,” citing data from Square. The findings showed that weekday lunch volume between 11 a.m. and 2 p.m. on weekdays was down in major cities across the U.S., from 2019 through 2023—the pandemic years. And it looks as if retail food locations may never come back to pre-pandemic levels, with hybrid work situations having become normalized.

Arity, is a mobility data and analytics company. Companies invested in transportation (particularly cars) use Arity’s data to deliver mobility services and helps customers get rewards, discounts, and savings based on their driving behaviors. Arity sees opportunity in the lunch break decline situation. Its mobility data enables marketers to tailor customer marketing plans around travel and shopping patterns. Their insights are especially important because Square’s data showed the shift from weekday lunches to increases in weekend dining and happy hour spending.

Life360, Tapestri, and GasBuddy are among Arity’s clients. Tapestri provides users with an opt-in app to get paid for the use of their data. Arity’s SDK was embedded into the Drive2Earn app for Tapestri, and those who opt-in can accumulate payment just from their driving habits because the app shares location data, which can in turn be shared and activated upon by local businesses.

Arity can enhance the apps’ features such as measuring fuel efficiency, driving behavior reports, and crash detection. This app lets users contact and emergency help, alert loved ones, and even start the process of generating an insurance claim. Its fuel-efficiency app educates users on how to optimize their fuel usage each time they drive.

Retailers and restaurants benefit from having access to this data source to reach customers in real-time. In exchange for sharing their mobility data, customers can receive tailored rewards and discounts related to their shopping habits.

Gary Hallgren, President of Arity, said “When retailer and QSR brands team up with Arity to analyze driving behavior data from their mobile app users, they can craft personalized experiences that enhance customer satisfaction and loyalty.”  Such collaboration provides those consumers with tailored offers and services, making each interaction more engaging and rewarding.

Earlier this year, Arity launched enhancements to its Marketing Solutions offering with the aim of helping marketers to maximize customer lifetime value and profitability. Arity partnered with Transparent.ly and LeadCloud to leverage unique driving behavior data of 175 million U.S. drivers. Brands are able to connect with high-intent prospects to generate clicks, leads, and calls across the entire customer journey. On its own, Arity has more than 40 million (and growing) active connections to U.S. drivers, who have opted into sharing their data through consumer mobile apps, in-car devices, and connected cars.

LeadCloud Integration Services, offers marketers a suite of professional services to help them optimize the quality, quantity, and lifetime value of incoming leads, validate data coming from partners, and filter the data to increase efficiency by creating a single point of entry for internal customer acquisition.

Arity Marketing Solutions leverage driving behavior data at scale for an especially unique competitive advantage for auto-focused businesses. For example, it supplies auto-insurance marketers with driver behavior data, which can be used to target drivers with ads based on behaviors, including driving risk, mileage, commute, intent to purchase, and premium price. This driving data also can be used to price auto insurance based on how people drive.

With Arity, automotive retailers can drive more qualified traffic and sales leads for their products into their marketing funnel based on how, when, and where people drive.

Retail marketers, specifically with brick-and-mortar operations, can gain insights from mobility data into when and how often their target customer drives past their real-world locations, giving them better ability to predict and reach the prospects who frequently drive past their stores and offer compelling, more relevant offers.