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NG Omnichannel: Mobilizing Your Offering
Gimbal, Inc. outlines how location intelligence and mobile engagement can transform retail strategies by enhancing customer experiences and understanding shopping behaviors. The document discusses the importance of integrating mobile technologies, like geofencing and beacons, to create personalized, timely interactions with customers in physical spaces. By leveraging these tools, retailers can bridge the gap between digital and physical channels, improving traffic flows, loyalty, and overall engagement.
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NG Omnichannel: Mobilizing Your Offering
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- 7. Gimbal, Inc. In the New Dawn, Mobile Should Be a Great Equalizing Opportunity for Retailers 7 77% of smartphone users willing to share location if enough value in return Source: MediaPost use phone while shopping 84% Source: Google 1/3 of digital marketing on mobile by 2018 Source: Statista 2015 93% of U.S. sales still via offline channels Source: US Deptof Commerce 50% of online U.S. retail traffic from mobile Source: IBM Digital Analytics Benchmark 30% of eCommerce transactions on mobile Source: Criteo Mobile Commerce Report
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- 10. Gimbal, Inc. Mobile Capability to Understand and Serve Customers in the Physical World has been Very Limited… 10 10 IN THE DIGITAL WORLD…. IN THE PHYSICAL WORLD (UNTIL RECENTLY) …. Consumer “Web” sites Marketer/Business PersonMarketer/Business Person REAL-TIME ANALYTICS • “Web” Site location • Duration • Product-level interest • Path analysis • Favorite “web” sites • Web-based social graph • Demographic data REAL-TIME ACTIONS • Real-time marketplace • (Re-)Targeting • Digital formats • Ease-of- buying/liquidity Consumer “Physical” Sites ACTIONS • No targeting at product level • Limited (re)-targeting • Location/proximity rarely used • Poor ease-of-buying • Manual formats and efforts • Treats mobile like another (small) screen ANALYTICS • Only building-level tracking – GPS – outdoors only, crude – Wifi – indoors, crude • No duration, path analysis • No favorite “physical” sites • No “physical-world” social graph • Limited or no demo data
- 11. Gimbal, Inc. IN THE DIGITAL WORLD…. Consumer “Websites” Marketer/Business Person REAL-TIME ANALYTICS • “Web” Site location •Duration • Product-level interest • Path analysis • Favorite “web” sites • Web-based social graph • Demographic data REAL-TIME ACTIONS • Real-time marketplace • (Re-)Targeting • Digital formats • Ease-of- buying/liquidity Until Recently. Gimbal Bridges the Physical/Digital Divide. 11 11 IN THE PHYSICAL WORLD (WITH GIMBAL) …. Marketer/Business Person REAL-TIME ACTIONS • Real-time marketplace • (Re-)Targeting • Digital formats • Ease-of- buying/liquidity REAL-TIME ANALYTICS • “Physical” Site location • Dwell • Product-level interest • Path analysis • Favorite “physical” sites • Physical-based social graph • Demographic data Consumer “Physical” sites (Enterprise geo-fencing + beacons) OMNI-CHANNEL
- 12. Gimbal, Inc. Location and Proximity Marketing Technologies Have Matured Dramatically 1212 MOBILE PHONE • Deliver location and proximity-triggered engagements MANAGER PORTAL • Create and manage rich personalized experiences, at scale •Build and analyze campaign performance BEACONS • Outdoors/Indoors • Micro-location (inches to 50 yards) GEOFENCING • Outdoors • Pervasive and always on • Macro-location (~50 yards+)
- 13. Gimbal, Inc. Improve Mobile Experiences & Engagement with Location & Proximity-Based Context 13 Gym 5:42 PM Coffee Shop 2:25PM HOME 8:15 PM PATH ANALYSIS Insights and Attribution ESTABLISHED LOCATIONS PROXIMITY GEOFENCE OOH Bus Stop Ad 7:22 PM Dwell 0:24 Apparel Store at Shopping Mall 12:51 PM Dwell 0:27 Dinner @ QSR 7:45PM Dwell 0:25
- 14. Gimbal, Inc. The Result? More Complete Physical Channel and Omni-Channel Strategies 14 UNDERSTAND & DRIVE TRAFFIC FLOWS PATH-TO-PURCHASE ANALYSIS CREATE UNIQUE IN-VENUE EXPERIENCES HIGHLIGHT IN-STORE PROMOS MEASURE & IMPROVE LOYALTY • Passive attribution • Frequency/duration/ path •Product interests and behavioral trends • Highlight near-by venues to drive increased visits • Employee as well as customer traffic • Add macro and micro- location solutions • Segment customers by real-world behaviors • Improve omni-channel strategies • Eliminate brick-and- mortar blindspots • Unique mobile experiences • Offer personalized, contextually relevant information and offers • Personalized greetings • Surprise and delight moments • Product reviews and recommendations • Use contextually relevant location and time to highlight specials • Provide shopper inspiration to increase basket • Personalized offerings based on superior knowledge • Reminders to use program/cards/offers • Increase shopper preference, frequency, and loyalty • Improve customer service
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- 18. Gimbal, Inc. 18 Passive Tracking/Segmentation/Information • Measure store visits & frequency •Path analysis • Real-world trends • Send product reviews, recommendations Large Department Store Chain
- 19. Gimbal, Inc. Specialty Retail Stores 19 App Screen to comeLocation-Triggered Content & Offers • 30% open rate for location-triggered campaigns, 4% open rates for campaigns not triggered using location. • Highlighting deals or new products with a unique in-app experience •In depth product marketing with “push” and “pull” messaging
- 20. Gimbal, Inc. 20 Driving Shoppers Into Store • Geo-fences around Dick’s Sporting Goods stores triggered message for customers to opt in to obtain information about NHL merchandise •Customers received specific beacon-triggered experiences at display-level
- 21. Gimbal, Inc. 21 Enhancing In-Store Experiences • Shelf-level highlighting deals or new products with a unique in app experience •In depth product marketing with “pull” messaging
- 22. Gimbal, Inc. 22 Enhancing In-Store Experiences “We want to equalize the channel and make sure the customer has access to all product information in a very easy way in that store environment as they navigate and shop the store — just like they would on a digital platform.” –Jeff Donaldson, CIO of GameStop and SVP of the GameStop Technology Institute
- 23. Gimbal, Inc. 23 Enhancing Fan Experiences • Beacons installed throughout The Q and at offsite locations •Content included messages from owner, night’s line up, fun facts • Sales and fan engagements increased • Attribution and data down to the conversion
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- 25. Gimbal, Inc. 25 Perimeter Message Perimeter ExperienceIn-aisle Offer At-home Recipe Mobile Experiences Throughout Path-to-Purchase and Beyond
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