Finding Your Way

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Finding Your Way

  1. 1. Finding Your Way Through Location-Based Media: Case Study+ ++ +4 7 4q5 + q ++ + David Staas SVP, Marketing [email_address] @davidstaas Alix Hart Sr. Director, Digital Marketing @trahla Finding Your Way Through Location-Based Media: Case Study
  2. 2. Places
  3. 3. Proliferation of Devices W orldwide smartphone sales will stretch 468 million units in 2011, a 57.7% boost from 2010 Source: Gartner, April 2011. Source: JiWire, Q2 2011 Source: Gartner, April 2011 Source: JiWire, Q2 2011 Average devices owned by the mobile audience 2.4
  4. 4. What location-based services are you most interested in? Source: JiWire, Q1 2011.
  5. 5. Mobile Driving In-Store Purchasing 31 % Purchased In-Store +5 % Researched on Mobile
  6. 6. COMPASS: Locationize Your Brand A rich media, app-like location experience to connect consumers Engage consumers when they are near Your Brand’s Locations
  7. 7. Best Buy and JiWire Compass Location-Based Advertising on Any Device
  8. 8. Summer Campaign: Connected on the Go <ul><li>May/June 2011 </li></ul><ul><li>Help match consumers with the right technology for their needs while on the go </li></ul><ul><li>Mobile: Drive consideration & traffic to Best Buy </li></ul>
  9. 10. Local Market Campaign “Connected Stores” 14 Stores, Las Vegas & Pittsburgh Best Buy & JiWire Two Location-Based Compass Campaigns National Campaign “ Connected on the Go” 1,101 Stores, All Markets
  10. 11. Campaign 1: Connected on the Go National, May & June 2011 <ul><li>Campaign Details: </li></ul><ul><li>National Campaign across 1101 Best Buy Stores </li></ul><ul><li>Cross channel: Smartphones, Tablets, Laptops </li></ul><ul><li>Across mobile & Public Wi-Fi </li></ul><ul><li>Same experience, but unique to each media </li></ul>x
  11. 12. Campaign 2: Connected Stores Las Vegas & Pittsburgh, May 2011 <ul><li>Campaign Details: </li></ul><ul><li>Mobile Only Campaign </li></ul><ul><li>Delivered through Location-Based Apps </li></ul><ul><li>Engaged consumers near the 14 Best Buy Stores in target markets </li></ul>
  12. 13. Results: Store Level Engagement National Pittsburgh % consumers who clicked on individual store locations 10 % Las Vegas 18 % 12 % <ul><li>Drill-down insights on individual market differences & performance </li></ul><ul><li>Compare individual markets vs. National benchmarks for all stores </li></ul>
  13. 14. Results: Local Calls to Action Walking Driving Walking vs. Driving Directions 38 % 62 % National Market Local Market % Consumers who clicked on Directions 40 % 40 %
  14. 15. Wi-Fi Mobile Apps Wi-Fi Mobile Apps Results: Consumer Learning by Device Individual Best Buy Store Views Individual Best Buy Store Direction Views <ul><li>Wi-Fi Highlight: 2.5 minutes average engagement time. </li></ul><ul><li>Mobile Highlight: 70% of the total people who clicked on location details got directions to store. </li></ul>11.3 % 9.1 % 22 % 53 %
  15. 16. Results: Device Trends Smartphone Tablet 22% Higher Engagement on Tablet 22 %
  16. 17. What’s Next? Locations  Inventory and Deals, Leveraging Best Buys API “ The only thing better than overnight delivery is In-Stock, Right Now, Near You!” - CTO, Best Buy Mar 2011
  17. 18. Finding Your Way Through Location-Based Media: Case Study David Staas SVP, Marketing [email_address] @davidstaas Alix Hart Sr. Director, Digital Marketing @trahla

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