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When Micro-moments Deliver Big ROI
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Today, we glance, gawk and stare at our smartphones all day — from the moment we wake up to the time we fall asleep. Whether we’re checking the news our Instagram, or the weather, we look at our phones 30 times a day, while Millennials look upwards of 150 times each day.

And in these brief, but frequent, interactions with our mobile devices — also known as “micro-moments” — we make lots of little decisions about what we want to know, see or buy.

That means brands that want to stand out will need to seize these individual micro-moments — and fast. When they do, they’ll capture their audience’s attention and deliver valuable, engaging and timely experiences at every micro-moment.

Adopt a “Near Me” Strategy

Back in 2015, Google reported that searches featuring the words “near me” or “nearby” had doubled in a single year. Now, it seems consumers are dropping these location-based descriptions. But this isn’t a sign that location no longer matters; instead, it suggests that consumers now assume that their search results will be automatically tailored to where they are.

That’s why today, having a “near me” marketing strategy isn’t just useful — it’s imperative. When consumers pick up their mobile devices to find a nearby bar or the closest grocery store, brands need to be ready to respond. With a location-based marketing strategy, advertisers can speak directly to consumers searching for the products or services they offer just around the corner.

They can even get creative with their ads to encourage consumers in the neighborhood to stop by. A QSR brand, for example, can target a hungry consumer looking for some lunch by sending him a picture of that day’s special. The brand can even give the consumer a practical map that shows him how to get there as quickly as possible.

Help Out in a Moment of Need

One harsh winter, hotel chain Red Roof Inn discovered that between 2 and 3 percent of flights were getting cancelled, leaving some 90,000 passengers stranded at airports. With locations near airports across the country, the brand decided to capitalize on each micro-moment — the instant a stranded traveler reached for the phone to find a place to sleep — by inviting them to book a room nearby. The result? A 60 percent increase in bookings across non-brand campaigns.

What can brands learn from Red Roof Inn? Understanding where consumers are reveals valuable insights into what they need. And today, customers care more about convenience than brand loyalty. So when they reach for the phone to look something up, brands can use location data to offer a hand — and make a sale.

And being helpful won’t just lead to more conversions. It will also help a brand appear supportive and accommodating — which is a fantastic reputation to have.

Capture the Consumer in the Aisle

Consumers like to make well-informed purchase decisions. And today, with information just a Google search away at any given moment, they always can. So it’s no wonder 90 percent of consumers use their phones while shopping in stores — comparing prices, reading user reviews, or simply catching up on a Whatsapp group chat.

To capitalize on in-store micro-moments, brands can turn to micro-location data—that is, data that pinpoints consumers down to a specific location. Thanks to beacon technology in retailers across the country, brands can find out when a consumer steps into a certain part of the store, such as the women’s section or the haircare aisle. And this micro-level location data is enabling precision-level targeting.

For example, using their knowledge of a consumer’s exact location in a supermarket, brands can make a product suggestion or offer some assistance. If a consumer is looking at a tacos recipe online, a brand that sells Mexican food can point her in the direction of the World Foods aisle, perhaps suggesting he add some of guacamole to his recipe — which happens to be in-stock in aisle four.

By making the most of in-store micro-moments, brands can help make sure consumers are reaching for their products on the shelf — and even encourage them to pick up a few more items in the process.

For brands wanting to reach consumers in hundreds of crucial micro-moments each day, location data is key. When they adopt location-based tactics, they’ll influence consumers at the most critical moments of decision-making — and encourage them to seal the deal. And if it’s done right, brands will see greater engagement rates and higher conversions. They’ll also show consumers that a brand can be more than just a place to shop: it can also be a source of guidance, assistance and service.

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Partner Spotlight: Q&A with RSi’s Ansa

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Partner Spotlight: Q&A with RSi’s Ansa

Question 1: How long have you been at RSi and what is your role?
For the past three years, I have been responsible for creating and scaling Ansa, a web-based solution from RSi – Retail Solutions, Inc., that has enabled over 75 of the world’s largest CPG companies and their agencies to build, measure and maximize the performance of their shopper marketing campaigns running in support of the nation’s leading retailers. I am responsible for all aspects of business development, partner and agency relationships and the overall revenue growth of Ansa.

Question 2: How does RSi help solve marketer challenges?
Shopper marketers’ biggest challenge is to connect their online campaigns to in-store results. RSi’s Ansa solution provides the intelligence they need, based on daily, store-level POS-data from the largest US retailers in order to plan, target, and measure the impact of their shopper marketing campaigns. Retail Solutions Inc. has partnered with the leading ad networks in Shopper Marketing, such as Blis, to make Ansa’s automated analytics available for the world’s largest CPG companies and their agencies. To measure and maximize their digital ad campaigns, all they need to do is ask for Ansa inside their next campaign.

Question 3: What benefits does the partnership with Blis bring to buyers as well as the adtech ecosystem?
With RSi’s Ansa solution, building, dynamically optimizing, and reviewing attribution measures for every digital ad campaign has never been so simple. Here is how it works:
1. STORE-LEVEL TARGETING: automatically get from Ansa your store targeting data as store addresses, lat/longs or by Ansa Digital ZIPs to identify stores with the greatest sales potential prior to launching hyper-local media.
2. IN-FLIGHT OPTIMIZATION: see in real-time how sales are trending in your targeted stores vs. a 52-week historical average, and get access to dynamic optimization lists that can guide budget reallocation.
3. MEASUREMENT & INSIGHTS: get access via the online portal to end of campaign analysis just days after the media campaign is over. Visualizations give you a standardized set of analytics, such as sales lift, incremental dollars and units, confidence level, weekly lift, characteristics of high performing stores, etc. Prove and improve your media to help you fine-tune strategies for your future campaigns.

Question 4: What are use cases for the Blis + RSi partnership? (Please provide a few examples from different verticals).
If you are a shopper marketer, maximizing your budgets, understanding performance of your marketing tactics and generating key learnings from those marketing tactics are tasks that are essential to your business.

Running a digital marketing campaign with Blis, and Ansa’s daily, store-level sales intelligence helps make that extremely for the CPG community and shopper marketers specifically.

For existing products, Blis campaigns using Ansa targeting can reach a targeting efficiency of 2:1 vs. campaigns that do not use Ansa store-level targeting thereby ensuring that every dollar is spent driving sales to your most important retailer locations.

Blis campaigns optimized with Ansa typically identify and heavy up investment around 16% of stores that are trending significantly ahead of the average store during a campaign and identify and decrease investment around 14% of stores that are trending significantly behind the average store, therefore ensuring that your budget is being optimized surrounding stores that are over-performing during a given campaign.

After each Blis campaign, Ansa automatically generates measurement of Featured Item Lift and Halo Item Lift at both the total event and week levels. Results are completed 5 business days after the end of each campaign and allow you to learn quickly and improve continuously, all at an amazingly affordable price.

Question 5: What shopper marketing measurement trends do you predict for 2018?
Optimization in-flight based on store sales trends during campaign. Optimizing on engagement, intent and / or clicks may be ok for some campaigns but more and more frequently shopper marketers are tasked with driving sales at their most important retailers. And understanding how their marketing tactics performed 5-6 weeks after a campaign has finished is just not fast enough anymore in today’s fast paced world and puts media providers at a severe disadvantage. By utilizing automated reporting that allows Ansa partners like Blis to understand and optimize their media in-flight based on daily, store-level POS sales data you now empower your media partner to act on supporting the stores that are driving your product sales which can ultimately provide a powerful boost to a shopper marketing campaign.

Question 6: If there was one piece of content you think every marketer should read, what is it?
(Other than this blog post of course!)

Think with Google and Facebook IQ are two fantastic sources of resources. Articles, trends, case studies, POVs, insights, etc… pretty much everything you need to read to keep you up-to-speed in this very fast-paced environment.

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3 Ways Retailers Can Use Mobile for Effective One-to-one Marketing

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3 Ways Retailers Can Use Mobile for Effective One-to-one...

Today, mobile devices are like mini retail stores we carry around in our pockets: places where consumers can browse merchandise or place orders almost instantly.

But mobile devices also give consumers something they can’t get in stores: personalized marketing. Collecting data like shopping histories and browsing patterns, mmobile devices provide retailers with detailed insight into individual consumers and a means of communicating with them directly.

How can retailers use mobile insights and capabilities to craft effective, one-to-one messaging?

1. Get personal.

Today, consumers want—and expect—ads to speak directly to them. In fact, 74% of customers feel frustrated when their online experiences aren’t personalized.

The easiest way for retailers to personalize content is by harnessing their first-party data. If a customer purchases a dress online, the brand can use what they know about her (her fashion interests, browsing history and email address) to customize subsequent content. For example, the brand can serve an ad via email that suggests a pair of shoes to go along with the new dress.

With CRM data, the retailer can see what the woman bought online, but do they know what she’s purchased elsewhere? Or what she does when she’s not shopping? This is where location data comes in. Retailers that layer location-based insights on to other sources of data can get to know where and when consumers shop at brick and mortar stores. They can also identify other behavioral patterns, including which day of the week and time of day they like to go shopping—data can enables greater levels of personalization.

Let’s say a CPG brand wants to reach out to a previous customer who hasn’t been seen in store lately. The marketers can use their knowledge of the consumer’s daily commute to deliver the ad just before he leaves work, suggesting he stop by on his way home. They may even offer him a discount on the product he previously purchased.

2. Market to individuals, not devices.

Once retailer marketers have identified their ideal audiences on mobile, they shouldn’t see phones as the only means of communication. Consumers own an average of 3.6 connected devices, so retailers should communicate with consumers across the devices they use, including tablets, laptops, desktops and addressable TV.

However, if a retailer sees a user reading political news on the tablet all day but watching cartoons in the evening, it might not be the same same person. With families and partners sharing devices at home, marketers need to make sure they are constructing nuanced consumer profiles across devices in order to reach out to individuals, not just devices.

3. Don’t be creepy.

Personalized, cross-device marketing is on the rise in part because consumers are increasingly willing to disclose their data to retailers. After all, purchase histories and location data are essential for useful or interesting ads.

But how retailers use that data is key. Consumers want to feel understood, but they don’t want to feel like ads are invasive or drawing on data that’s simply too personal and private. Marketers need to make sure they aren’t crossing any personal boundaries or making consumers feel uncomfortable.

If marketers want to turn heads or, more importantly, turn consumers into buyers, they’ll need to do more than blast out generic ads to the masses. When retailers personalize ads with these three tips, they’ll see huge improvements in campaign performance.

But how, exactly, do they measure these improvements? Find out next week when we assess the best metrics for retailers.

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Embracing the Retailer’s Dream Metric: Cost Per Visit

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Embracing the Retailer’s Dream Metric: Cost Per Visit

The twentieth-century American engineer and statistician W. Edwards Deming once said, “Just because you can measure everything, doesn’t mean that you should.”

This applies to retailer struggles today as marketing executives need to decide what they should measure and how. Do they care about impressions, views or click-through rates? And once they figure that out, how can they make sure their ad dollars are really working? The Partnership predicts that ad fraud will cost brands over $16 billion this year alone, while Infectious Media suggests that over half of all digital ads aren’t seen at all.

Fortunately for retailers, there’s a new metric in town—one designed to eliminate waste and increase sales. With a cost-per-visit (CPV) model, retailers pay only when a consumer sees an ad and visits a specific location. Here are four ways retailers are benefiting from this cutting-edge new metric.

1) Increased Foot Traffic

With the National Retail Federation predicting eight to 12 percent e-commerce growth this year alone, no one can deny the rapid rise of online sales. However, 85 percent of consumers still prefer to shop in brick-and-mortar stores, where 94 percent of all sales are generated. That’s why it’s vital for retailers to keep their physical stores alive and continue to enhance their in-store experiences.

With the explicit goal of bringing visitors into physical store locations, CPV is a metric for retailers wanting to increase foot traffic—and pay only for successful conversions. While there are many ways to boost in-store visits, today’s leading location data solutions use predictive location modeling. With Blis Futures, we choose to charge on a CPV-basis because we are completely confident in this approach.

2) Greater In-store Sales

Driving consumers into brick-and-mortar locations may also encourage consumers to buy more than they anticipated. It gives retailers the opportunity to upsell consumers so they need to make sure they clearly advertise their promotional pricing, point-of-purchase displays and loyalty programs. Once you have a potential customer in the store, you can push tailored messaging in real-time and create personalized promotions. As anyone that has ever been into a Target retail location can attest – you may go in for one specific item but end up unable to leave the store for less than $100! So only paying when a consumer sees an ad and then visits a physical location reaps multiples rewards for a marketer.

3) Branding Opportunities

When retailers buy ads on a cost-per-visit basis, they don’t pay if the consumer sees the ad but doesn’t come into the store. That means the retailer also benefits from ad views and branding. In fact, a consumer may see the ad and make a purchase online rather than in-store, but the marketer still pays nothing for that conversion. At Blis, we are willing to take that risk and allow marketers “free” branding messages. Our confidence in the technology behind our CPV metric allows us to think of marketers first.

4) Risk-free Investing

CPV transfers the risk from buyer to partner, so retailers don’t have to worry about wasted ad spend: They’re making a completely risk-free investment. With free branding and zero downside, retailers have nothing to lose.

When Blis became one of the first tech partners to offer the CPV model earlier this year, we sent a critical message to both retailers and the wider industry: We’re ushering in a new era of transparency and accountability in advertising.

Check back again next week when we switch gears to discuss how retailers can use mobile to boost engagement, retention and acquisition.

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