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Andris Berzins
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  • 1. Revolution in Physical RetailMobile changes the game for the other 92%Andris K. BerzinsChief Commercial Officer@akberzins / @walkbase
  • 2. A new generation ofmarketeers have become datajunkies@akberzins @walkbase
  • 3. But even after 20 yearsof e-commerce, offlinerulesSales offline inphysical stores92%Purchase decisionsmade in-store80%Sources: Forrester Online Retail Forecast, March 2013 @akberzins @walkbase
  • 4. Some retail categorieshave been decimated…@akberzins @walkbase
  • 5. 84%of smartphoneshoppers usephone in-storeto help shopNow mobile is changingthe game for all offlinesales
  • 6. But retail store presence ismissing from most salesfunnels@akberzins @walkbase
  • 7. Leveraging Wi-Fi in SmartPhones for Retail AnalyticsWLAN-enabledsmart phonesidentified andtracked in storesDetailed dataand analytics onshopping behaviorof customersIntegration to 3rdparty solutions:-Google Universal Analytics-Business Intelligence-Smartphone apps (real-time API)API@akberzins @walkbase
  • 8. Anonymous ConsumerBehaviour Analytics@akberzins @walkbase
  • 9. Understanding real footfallimpact of marketingcampaignsYhteenveto - Shopbailut 3.-10.4Edellinen viikko 27.3.-2.4.Shopbailut 3.-10.4.Seuraava viikko 11.-17.4.Shopbailut 3.-10.4.Suositut reitit, Shopbailut 3.-10.4.@akberzins @walkbase
  • 10. Measuring Window DisplayEffectivenessMeasure different shopwindow layoutsto identify whichcaptures the mostcustomers from thestreet.Test andbenchmarkMeasured, optimizedsubstantiallymore customersgenerated in the stores.@akberzins @walkbase
  • 11. Opt-in Based Analytics andReal-time MarketingOpportunity@akberzins@walkbase
  • 12. Takeaways1 Mobile changes the game for retailers and brands2Wi-Fi is the infrastructure of choice for the “last meter” and in-storecommunication3Measuring foot traffic behavior is the missing link in sales funnel marketinganalytics4Wi-Fi based anonymous retail analytics offers a much better picture ofconsumer behavior5With an opt-in, advanced cross-channel analytics and real-time in-storemarketing possibilities are possibleAndris K. Berzins, Chief Commercial Officerandris@walkbase.comTwitter: @akberzins / @walkbase