Today’s connected consumers move seamlessly between the offline and online world. The mobile phone – also the most personal device, is the core driver of this movement. As the always-connected consumers use their smartphones constantly, retail brands should carefully consider all the steps in the behavior of a digitally empowered consumer.
According to studies, nearly 60% of shoppers look up product information and prices while using their mobile phones in stores.
For retailers it is especially important that consumers are researching products both online and in-store prior making a purchase and most of the time using their smartphone. Though online shopping has dramatically increased over the last decade, shoppers still prefer to make purchases in-store.
In a complex digital and super-connected consumer journey, traditional engagement KPIs such as clicks cannot tell the full story. Measurement of engagement should go beyond clicks in order for advertisers to achieve the best results for their ad spend. Maximising the value of your drive-to-store campaigns through precise shopper targeting in specific areas, reaching the right audience to drive footfall traffic and receiving a real-time information about store visits are the strategic goals for retail brands advertisers.
Being able to measure store visits in real-time, brands can realize the full potential of their mobile campaigns, optimizing their efforts and media investment. To help marketers and brands achieve the best results for their advertising campaigns, adsquare introduces Footfall Measurement as a solution enabling deeper understanding of the consumer journey based on real-time information of the offline store visits. Retail brands can measure offline consumer behavior in real time optimizing their mobile advertising campaigns based on real-time store visits data.
Leading platform partners have already successfully integrated adsquare’s Footfall Measurement solution giving their retail and FMCG clients access to a new real-time footfall measurement tool, in addition to their other branding solutions.
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