Presentation from NRF 2022: Retail’s Big Show Karen Steele, Near

1. Karen Steele
SVP, Marketing
Near
Serving up data-driven decision-making:
How leading restaurant chains make the most of
location data intelligence
Sponsored by:
Presented by:

2. www.near.com
www.near.com
Serving up data-driven decision making
How leading restaurant chains make the most
of People & Places intelligence

3. www.near.com
Presented by
Karen Steele
Senior Vice President,
Marketing
Near

4. www.near.com
GDPR and CCPA compliant
Consent driven incoming data
SaaS products for
real-world data enrichment
& data-driven marketing
World's largest source
of intelligence on
People and Places
Bring massive data into an
AI-powered unified platform to
understand consumer behaviour
1.6 Billion
Consumers
Across 44
Countries
70 Million+
Place
s
Scale/Data Privacy-led design
Enabling you to understand consumers better with real-world data and engage with them.
Near Is the Global Leader in Data Intelligence
Touching 2 out of 3 Fortune 500 enterprises and top food chains

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Market
Research
Trade Area Creation
and Comparisons
Site
Selection
Cannibalization
Studies
Competitive
Intelligence
Cross Visitation
Analysis
What is People & Places Data and What Can It Enable?
Retail / Commercial Real Estate / Restaurants / Brands
Marketing Strategy
Development
Enhanced
Segmentation
Customer
Profiles
Market
Share
OPERATIONAL MARKETING

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Human Movement Data in Action
Javits
Conference
Attendees
Top
Coffee
Shops
Favorite
Lunch
Spots
Top Tourist
Destinations
Popular
Hotels
Shopping
Hot Spots

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Real-World Customer Use Cases

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How QSRs Can Use Human Movement Data for Decision-Making
Local
restaurants with
1-2 locations
Human Movement Data can serve a wide range of QSR use cases:
International
chains with 1000s
of locations

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Operations Use Cases: How QSRs Use Human Movement Data for Operational
Decisions

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Operations Case Study: Track Visitation Performance at a Chain Level vs.
Competitors
Track
performance
vs.
competitors
in real time

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Operations Case Study: Trade Area Analysis to Identify Expansion
Opportunities
Competitor
QSR
Opportunity
area for site
expansion

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Operations Case Study: Analyzing Movement Patterns to Make Strategic
Decisions
Identify
investment
opportunity
zones
Chicago, IL, Human Activity, weekday breakfast

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Operations Case Study: Understanding Consumer Behavior
Deep insights
on consumer
behavior to
answer key
questions
Dwell Time Median Distance Traveled
3.3 miles
Top Brand Affinities
QSR Averages for
Athens, GA
17 min
● How long are
customers staying at
your store vs.
competitors?
● Have changes to
stores / offerings
impacted dwell
time?
● How far are people
coming to get to
your location vs.
competitors?
● How loyal are
customers to your
brand?
● Where else do your
customers shop, and
how can you tailor your
marketing?
● Who shops at your
competitors and how to
appeal to them?

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A QSR approached Near looking to promote a limited-time menu item to drive awareness and
sales.
Objective
Proximity Targeting with Near
Marketing Case Study: How One QSR Used Proximity Targeting to Drive
Awareness of a Limited Menu Item
DEMOS & INTERESTS MOVEMENT DATA
+
Reach consumers in
real-time within a
designated distance
to a store location
Target based on
demographics,
income, interests,
and more

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Campaign
insights used
to optimize
future
marketing
Marketing Case Study: QSR Gained Insights on Demographics and Segments

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Marketing Case Study: Strong Results with Above Average Engagement Rates
with an average of
3 views per user
of Average Click
Thru Rate(CTR)
9.95% CTR Higher Ad
Engagement
for females and students,
informing optimizations
616,229 views

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In Summary
Use data intelligence to:
• Make smarter, more strategic decisions
• Gain competitive intelligence
• Understand visitor behavior
• Analyze trends
• Drive more revenue
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For More Information
• Visit our booth #955
• Get a demo from Near personalized
for your company
• Access a free trial from Near to
analyze locations and make
decisions
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