News and Analysis
Retailers Revolutionize Store Location Selection with Geospatial Intelligence
It’s a tale as old as time. A retailer picks a storefront, leases a building, and renovates a space — only to discover that the location itself is a dud. Maybe there isn’t enough foot traffic, or parking is too difficult. Or maybe shoppers in the neighborhood just aren’t interested in buying whatever products the […]
StoreConnect, a Trailblazing Force in E-commerce, Raises $9 Million
E-commerce has come into focus as a critical solution — sometimes the only solution — for small and mid-size businesses that want to sell outside their physical stores and collect insights into consumer behavior. Given the important role that online sales now play in local commerce, it’s no surprise that firms focused on the e-commerce […]
Search Fails May Cost Retailers as Much as $13.8B in Sales This Holiday Season
MULO (multi-location) retailers struggle to compete with Amazon, the online giant. But they are never going to win that battle if they don’t focus on search for the holiday season. A new study by Nosto reveals that as much as $13.8B in sales may be lost on Black Friday and Cyber Monday (BFCM) because when consumers […]
Commentary
4 Reasons Why Now is the Time to Double Down on Your Mobile App
If the current upheaval in the market signals anything, it is that the relationship you have with your customers must be cherished, cultivated, and mutually beneficial in order to be monetized effectively. As the user acquisition game becomes more challenging, businesses must invest in personalization and engagement in order to improve retention, activation, and conversion metrics. This means doubling down on your mobile app strategy and centering it on transparency, on-device targeting, and trust.
Latest Posts
What Is Person-Based Advertising?
Account-based marketing promised to take marketing to a new level of granularity. Instead of targeting entire companies, marketers would be able to connect with the specific accounts within enterprises that could lead to conversions.
But Influ2 reckons that ABM doesn’t offer B2B marketers enough granularity. As a result, it is pioneering person-based advertising in the B2B space, bringing the personalization of consumer marketing to the B2B setting.
Leveraging Household Targeting and CTV to Influence the Customer Journey
As technology has vastly increased the degree of targeting granularity marketers can achieve, there’s been a tendency to think of the customer journey as a solo endeavor. But in verticals like travel, QSR, and automotive, purchase decisions are more often a group activity involving all members of the family. Household targeting is the key to maximizing marketing performance in these segments.
LBMA: Target and Safeway Use Google Pay for Location-Based Promotions
In this episode of Location Weekly, the Location-Based Marketing Association covers TikTok partnering with Nielsen for geo-targeted campaigns with the aim of helping SMBs, Target and Safeway using Google Pay for location-based promotions, Petco using facial recognition tech to reunite lost pets with owners, and a KLM billboard that listens for flu symptoms.
Commerce Content: A New Way to Connect with Customers Online
Most millennial consumers, the generation with the most spending power, grew up shopping by researching a product before purchasing. Nine out of 10 consumers consult reviews before making a purchase, and 56% say they consult at least four reviews before making a purchase. This portends a different way to reach consumers and convert.
Airkit Raises $40 Million to Fuel the Future of CX
Just this morning, the low-code digital customer experience platform Airkit announced a $40 million round of Series B funding, led by EQT Ventures. The Series B will be used to accelerate the company’s investments in go-to-market and product development. The announcement comes just seven months after Airkit came out of stealth with a $28 million Series A.
6 Touchless Payments Apps for Small Businesses
The latest wave of touchless payment solutions are designed for small merchants dealing with the fallout from the pandemic. Contactless payments went from being “nice to have” to a being an essential service for retailers in 2020, as consumers around the world discovered that they really didn’t want to touch cash or POS hardware while they were making purchases at local stores.
Digital Advertising’s 2-Sided Transparency Problem
There’s another side to digital advertising’s transparency problem: Companies don’t even know what they know about consumers. Just as consumers use dozens of apps, businesses use hundreds of applications. Most, if not all, of them collect data on employees and customers. But sifting through that data, figuring out what is necessary, and determining whether it is privacy-compliant is a Sisyphean task.
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