A controlled sample study of 25,000 shoppers using inMarket Mobile to Mortar™ (M2M) enabled apps shows consumers are finding significant value in beacon-enabled experiences. Over a 30-day period in April-May 2014:
• Interactions with advertised products increased by 19x for users who received a beacon message.
• In-store app usage was 16.5x greater for users who received a beacon message.
• Shoppers who received a beacon message were 6.4x more likely to keep an app on their phone, versus those who did not.
Daily active use and retention are two of the key metrics for mobile app success.
This in-store app data has major implications for commerce-driven apps as well as for retailers looking to conform their experience to the modern shopper. Users are enjoying — and keeping — beacon-enabled apps at a higher rate than those who don’t.
“Successful geofencing improves the consumer experience while increasing engagement value for brands. With today’s data release, we now have proof that consumers appreciate this value in a measurable way: They’re more likely to keep apps that use beacon messaging, and they’re more likely to interact with advertised products in-store thanks to beacons,” said Todd Dipaola, CEO of inMarket, in a statement. “When we launched M2M in January, we set out to improve the shopping experience for brands, retailers and consumers. M2M is the first platform to showcase these exciting improvements at scale.”
M2M enables phones to recognize immediate surroundings in “smart locations” and awakens content when shoppers need it, adding concierge value to the retail experience. M2M beacons use proprietary, secure beacon geofencing to provide apps with a new level of micro-location awareness. Over 40 million shoppers are reachable through M2M beacon-capable apps, including Epicurious, Key Ring, CheckPoints, List Ease and others.
In 2014, inMarket has made history with a series of beacon firsts: First multi-retailer beacon network in the world; first beacon campaign for a CPG brand (McCormick’s Zatarain’s); and first media company to leverage beacons (Conde Nast). Gannett joined the M2M platform in May 2014. Since 2010, inMarket’s mobile in-store marketing platform has driven millions of consumer product engagements in the aisles of stores across the country.
inMarket runs the world’s largest mobile shopper marketing platform, and has built the world’s largest beacon network via its Mobile to Mortar™ (M2M) platform for shopping apps. By reaching the #1 purchasing demographic — often referred to as the “lost generation” by traditional media — inMarket’s unique model delivers engagement when it matters most and dramatically lifts branded purchases. Clients such as Coca-Cola, Kraft, Levi’s, Nestle, and Procter & Gamble have launched hundreds of successful in-store campaigns with inMarket. M2M beacon-capable apps include Key Ring, Epicurious, Zip List, CheckPoints and List Ease. For more information about inMarket, please visit www.inMarket.com.
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