New Location Perspectives in Retail
Kolt Luty
Commercial Solutions Specialist
Pitney Bowes Software
Confidential and proprietary
Pitney Bowes: Location Intelligence Credentials
• Formerly MapInfo
• 25 years in GIS and Loca...
Confidential and proprietary
Location Intelligence is Officially Mainstream
Facebook’s Check-In Service
• Made our physica...
Confidential and proprietary
Location Intelligence is Officially Mainstream
Twitter’s Location Sharing in Tweets
• Reinfor...
Location Analytics & Geofencing
AN EMERGING TECHNIQUE FOR SUPERIOR CUSTOMER
EXPERIENCE (CX) & ENGAGEMENT
Confidential and proprietary
Every Person Has a Unique Mobility Signature
6
Confidential and proprietary
Predictable Behaviour Emerges Over Time
7
Snowfields
Work
Home
Airport
Confidential and proprietary
Places & Interests Become Known
8
Confidential and proprietary
Geofencing for Real-time, Meaningful Interactions
9
• Local Radius (Macro)
• Send local offer...
Location is Driving Customer Insight
NOW, MORE THAN EVER
Confidential and proprietary
Traditionally Disparate Data Silos
11
Confidential and proprietary
Fundamentals Remain
• But there’s more data.
• And there’s more hunger for answers.
• And the...
Confidential and proprietary 13
Confidential and proprietary 14
Confidential and proprietary
Online Customers ≠ Anonymous Customers
Consumer Group Sydney Has Retailer Has
1A – Metropolit...
Confidential and proprietary
Customer Segments
1A – Metropolitan Nouveau Rich 2B – High-Earning Young Professionals 7D – M...
Confidential and proprietary
Young, Single and Spend on Themselves
17
Site Selection is Still Critical
ESPECIALLY WITH AN ONLINE PRESENCE
Confidential and proprietary
The Importance of Physical Stores
• 65% of online shoppers still plan on buying in store.
• A...
Confidential and proprietary
More Information
Kolt Luty
Commercial Solutions Specialist
e: kolt.luty@pb.com
m: 0417 841 68...
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New Location Perspectives in Retail - Australia

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Australia is changing, which creates challenges for bricks and mortar retailers that need to maintain the right product mix, in the right place, to the right market segments, at the right time. We explore key challenges and trends in the retail sector that are heavily influenced by location as well as recommendations, solutions and examples of Location Intelligence in practice. We also explore physical store location in relation to consumer mobility.

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New Location Perspectives in Retail - Australia

  1. 1. New Location Perspectives in Retail Kolt Luty Commercial Solutions Specialist Pitney Bowes Software
  2. 2. Confidential and proprietary Pitney Bowes: Location Intelligence Credentials • Formerly MapInfo • 25 years in GIS and Location Analytics • 30 years of address validation, cleansing and geocoding 2 GEOCODING SPATIAL ANALYTICS DATASPATIAL DATA MANAGEMENT MAPPING & VISUALIZATION 1300+ ENGINEERS
  3. 3. Confidential and proprietary Location Intelligence is Officially Mainstream Facebook’s Check-In Service • Made our physical location commonplace • The most significant next step after the Google Maps phenomenon • Opened the door for retailers to communicate with consumers on their own terms 3
  4. 4. Confidential and proprietary Location Intelligence is Officially Mainstream Twitter’s Location Sharing in Tweets • Reinforces the mainstream nature of Location Intelligence today 4
  5. 5. Location Analytics & Geofencing AN EMERGING TECHNIQUE FOR SUPERIOR CUSTOMER EXPERIENCE (CX) & ENGAGEMENT
  6. 6. Confidential and proprietary Every Person Has a Unique Mobility Signature 6
  7. 7. Confidential and proprietary Predictable Behaviour Emerges Over Time 7 Snowfields Work Home Airport
  8. 8. Confidential and proprietary Places & Interests Become Known 8
  9. 9. Confidential and proprietary Geofencing for Real-time, Meaningful Interactions 9 • Local Radius (Macro) • Send local offers to all registered customers living within 5km of the store • Nearby Radius • Deliver a coupon promotion when a customer comes within walking distance of the store • In-store promotion (Micro) • Promote additional products once the customer is browsing within the store
  10. 10. Location is Driving Customer Insight NOW, MORE THAN EVER
  11. 11. Confidential and proprietary Traditionally Disparate Data Silos 11
  12. 12. Confidential and proprietary Fundamentals Remain • But there’s more data. • And there’s more hunger for answers. • And there’s more people asking questions. 12
  13. 13. Confidential and proprietary 13
  14. 14. Confidential and proprietary 14
  15. 15. Confidential and proprietary Online Customers ≠ Anonymous Customers Consumer Group Sydney Has Retailer Has 1A – Metropolitan Nouveau Rich 4.4% 21.6% 2B – High-Earning Young Professionals 3.2% 17.4% 7D – Moving With Work 2.9% 10.4% 10.5% 49.4% 15
  16. 16. Confidential and proprietary Customer Segments 1A – Metropolitan Nouveau Rich 2B – High-Earning Young Professionals 7D – Moving With Work • Young adults age 20-39, with no children or other ties. • Vast sums spent on heath and investments, despite their youth. • High expenditure on food and drink, home comforts, and holidays – typically paid for by credit card. • Youngest of the Urban Achievers • Career-focused rather than family- focused. • Monthly expenditure is consistently high in every category, from rent to food and drink, insurance to holidays. • Households contain few children and lots of single adults. • Homes are small houses or apartments; mortgage payments are low. • Regular expenditure is markedly lower than average in most categories. • But, once-off purchases on high- value items is very high. 16
  17. 17. Confidential and proprietary Young, Single and Spend on Themselves 17
  18. 18. Site Selection is Still Critical ESPECIALLY WITH AN ONLINE PRESENCE
  19. 19. Confidential and proprietary The Importance of Physical Stores • 65% of online shoppers still plan on buying in store. • Avoiding shipping costs (47%) • Touch and feel the product (46%) Accenture, 2013 • 70% of shoppers use a mobile phone while in a retail store. • To look at the store’s site (62%) • To look at a competitor’s site (37%) Foresee, 2013 19
  20. 20. Confidential and proprietary More Information Kolt Luty Commercial Solutions Specialist e: kolt.luty@pb.com m: 0417 841 680 T: @LuteDog In: Kolt Luty 20

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