Data-driven insights have become crucial as the world prepares to reopen and drive growth to key travel destinations. Every single consumer segment has had to change their lifestyles and adapt to a changed landscape. This increases the urgency of collecting timely data to inform decisions as opposed to relying on past wisdom.
As someone who studies human mobility in New York routinely, I am compelled to question the pandemic-era business logic behind this aggressive expansion. The world will go back to normal or something like it one day, but, by using our human mobility data sets and assuming a continuation of current trends, we can see there is little evidence that these new Krispy Kreme locations will draw enough foot traffic in the coming months and quarters to survive, let alone thrive.
Last month, we shared the results of a study of consumer behavior in the first phase of the pandemic. The study based its findings on analysis of Google My Business Insights data for multi-location brands whose online presence is managed by Brandify, covering some 16 different business categories.
Today, we’re updating that study with data from the month of May — data that demonstrates clear evidence that consumers are returning to stores and other places of business that were hard hit by the shutdown. Our findings show, however, that recovery for suffering businesses may take quite a long time. And by contrast, some businesses for whom the pandemic resulted in a boom in activity are still showing remarkably high consumer traffic.
During the Covid-19 outbreak, we’re seeing tech companies step up to the plate in a mixture of altruistic and opportunistic moves. That’s everything from Comcast removing data caps to Amazon removing its paywall for streaming kids shows. But what about local specifically? Again, that’s where businesses are getting hit most.
We’ve seen moves in the local space over the past week from Facebook, Yelp, and Foursquare. Though there are several others, we’ll drill down on this representative sample. We’ll also give a shoutout to Google for its work to free up human and compute resources for local listings updates, covered Monday by Damian Rollison.
What most ad platforms cannot tell you is how your ads drove foot traffic to stores and other physical locations you care about. If driving foot traffic to retail locations is your job, Google Ads and other digital ad dashboards can’t help you. When in-store foot traffic attribution is crucial, how do you solve for it?
In this article, we cover three ways to solve for attribution, ranging in difficulty from easy to hard. We look into easy options that are inexpensive but tend to be unreliable. We evaluate a medium option that has a moderate cost but is highly reliable and bypasses human error. And lastly, we look at a hard option that incorporates several tools and, while highly reliable, comes at a high cost and is difficult to scale.
Over the last year, we saw many well-known brands close their doors and scale back their offline footprints. While many believed this to be a sign of weakness, it was, in fact, a sign of a very effective corporate strategy.
Retailers such as Macy’s and Walmart both faced multiple closures in 2019, but when digging deeper and analyzing specific store locations, we uncover a much more informative narrative than simple brick-and-mortar decline.
From Black Friday and Cyber Monday to back-to-school sales, retail holidays may be arbitrary, but they have become a core component of successful sales and marketing strategies. As a result of their success, these holidays are becoming expected, fixtures of the retail industry embedded in its collective psyche. Companies must innovate to keep them fresh. Brands need to monitor competitors to see what works and what doesn’t work and tweak their strategies appropriately.
Data on successful “holiday” campaigns reveal how to make the most of holidays, whether long-established or freshly innovated.
Spending on Mother’s Day is expected to reach $25 billion this year, with consumers flocking to department stores and florists in search of the perfect gifts for Mom. The bulk of that spending will happen in the next few days, as foot traffic data from the location platform GroundTruth reveals that Americans tend to wait until the very last minute to shop for Mother’s Day gifts.
What are retailers around the country doing to prepare for the onslaught of last-minute shoppers? More than ever before, retailers are leaning on visual marketing opportunities to drive last-minute sales.
In 2019, we are just scratching the surface of location data’s potential for improving the ROI of advertising and marketing. As we approach the next decade, location intelligence will be a major factor in determining which brands thrive and exist in the many years to come and which ones fall by the wayside by not taking their data seriously enough.
With AAA reporting that 91% of the 112.5 million people in the US who travel during the holiday season take a road trip during that time span, it’s intuitive to dovetail mobile creative with digital out-of-home creative, targeting all these travelers who are undoubtedly moving about the country … and outside their usual stop-for-coffee routines. Below are some strategies to bear in mind when trying to reel in the customer at year’s end.
How is the increasing appeal of e-commerce and other digital options such as BOPIS—buy online, pick up in-store—affecting retail’s biggest day of the year? One consequence, data from Reveal Mobile indicates, is the end of the notoriously colossal lines that used to mark the beginning of Black Friday.
It would make sense to assume that Amazon’s e-commerce extravaganza results in a decline in foot traffic for brick-and-mortar retailers, especially small ones. Womply’s data science team has intel that says otherwise.
Those are the latest numbers on foot traffic and e-commerce from location data experts at Foursquare, which posted the information on Medium. As we suggested over here at Street Fight last week, Prime Day, which arrives this Monday and continues on through Tuesday, is a testament to Amazon’s power to disrupt all of retail when it so chooses.
With baseball season in full swing, and marketers beginning to demand more from their sponsorships of sports teams, Gravy Analytics leveraged foot traffic to examine whether the sponsorship investments made by brands at popular baseball stadiums around the U.S. are worth it.
The results of a new foot traffic analysis conducted by the location data firm Factual reveal that Toys “R” Us’ demise, while partly attributable to Amazon’s strength, could just as easily be blamed on stiff competition from within the brick-and-mortar retail market.
Forget those New Year’s resolutions. The biggest surge in attendance at gyms and boutique fitness studios actually happens in the spring and early summer, according to a new analysis of foot traffic patterns by the data science team at Foursquare.
At a high level, the report, based on 37 million visits xAd observed on its platform from April 1 to June 30, gives us the inside track on which brands have been the most successful in driving foot traffic to their premises — and which brands have a way to go.