inMarket, the world’s largest beacon advertising platform, has released the first public stats about beacon impact on the shopping experience. Beacon deployments that complement users’ preferred experiences lead to more in-store usage, brand engagement and app retention.
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.
About inMarket
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.
Source: inMarket
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I for one will love this. I use the Safeway/Vons grocery store app (that I love) but is very limiting. I need to keep referring to open the app in the store. It would be great if the app worked inter actively with me while I was shopping. Developers are going to have a field day where both customer and stores benefit.
i’m guessing I may not be the target audience for this technology. When I pass one of those motion-activated video kiosks hawking some product in a store, I keep walking and place the item on my “don’t buy this, at least not here” list. I can’t imagine enabling my cell phone to bug me incessantly while I’m trying to buy some thing. But then, I’m not a “shopper”. I have a fixed set of goals when I enter a store, and stick to it, except for the occasional food sample.
Right, you are not a shopper, you are a luddite. Your iPhone, if you actually have an iPhone, will not do anything about iBeacon unless you specifically turn it on for each merchant. Chill, the world is not ending.
“Since you previously favorited a recipe for apple pie, an inMarket beacon pings your device with a personalized offer for pie crust. As you head over to the cereal aisle, your list/pantry app informs you that your wife added Special K to the list this morning. Finally, you exit the store through EZ-Pass-style payment lanes that use BLE payments to debit your card, so no more waiting on line. Just show your receipt as you walk out the door.”
So they know what I favorite, who my wife is, and how to take money out of my account. NO THANKS!