Letter From the Editor: Mapping the Future of Local Commerce

Of all of the technologies and consumer touchpoints to local commerce, mapping is perhaps the most relevant. This centuries-old technology has gone into hyperdrive over the past 15 years since the launch of Google Maps, and it continues to be a primary tool for local search and discovery.

But what’s the state of the art and how is it evolving? This will be Street Fight’s focus in the month of September. This follows last month’s connected car theme and past months’ reporting and commnetary on privacy, retail transformation and the “beyond the screen” evolution of voice and visual search.

Letter From the Editor: Local is Everything

Last month, for example, we zeroed in on the theme of retail transformation.

This month, we extend that discussion with a focus on the connected car. As companies like Tesla continue to innovate the digital experiences in our cars, they’re becoming the ultimate “mobile device.” This will have implications for local media companies and brands that have a local presence.

Meanwhile, last week we closed the application period for the Innovator Awards. The next step is to work with our panel of judges to choose the winners. The awards will be a central part of Street Fight’s plan to continue being an authority on innovation and transformation in the location-based media and advertising worlds.

August Focus: Local’s Next Battleground is Your Car

Why are connected cars important to Street Fight (and to you)? As we continue to evolve the definition of “local,” one key component of its market opportunity is offline brick-and-mortar shopping. After all, about 90% of all U.S. retail spending, to the tune of about $3.7 trillion, is completed offline in physical stores. That is usually in proximity to one’s home (thus, local).

Could an increasingly digital and connected car influence those purchases when consumers are out and about? This is one extension of the local search that consumers used to do at home but now do on their mobile devices while on the move. The car could become a third point of connection and influence.

Finding the ROI in Retail In-Store Analytics

Interior analytics is still an emerging discipline, and defining the hard ROI of specific solutions can be tough. Here are a few ways that retailers can use in-store data to understand their customers and better facilitate the shopping experience…

The Value of Measuring the Immeasurable In-Store Customer Experience

Consumer purchasing behavior is shifting from stores to online and retailers are seeing less shopper foot traffic into physical stores. Here are five ways brick-and-mortar retailers can utilize passive shopper behavior information in-store and across the enterprise to increase sales…

Unlocking the Power of Passive In-Store Data Analytics

In the world of indoor location analytics there are two types for data collection: active and passive. Retailers have embraced active data via apps and are now testing beacons — but they should also consider the value that passive location data brings to the overall understanding of consumer behavior in-store…

Using In-Store Analytics To Counter the Threat from Disruptive Digital Retailers

Online retailers have successfully proven that leveraging analytics drives conversions and improves shopper experience. Indoor analytics provides these same invaluable insights to physical stores, closing the data gap between digital and brick-and-mortar environments…

Hyperlocal Retail ROI: Identifying Low-Hanging Business Objectives

Understanding where, when, and why consumers visit a location is invaluable data when it comes to driving sales and improving customer experience. Identifying the most valuable metrics amongst the vast data that can be generated with indoor analytics is often an overlooked, but critical first step in implementing these solutions…

Why In-Store Messaging Needs Offline Measurement

Offline, in-store environments historically have had limited tools for measuring impact of any marketing effectiveness, reach, or exposure. But mobile location technologies with geofence capability measure shopper behavior and produce actionable data sets, opening new opportunities to quantify messaging impact. Measurement is not only possible, but actionable…