Retailigence | Blog
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13 Jan Mobile Video Ads Enable CPG To Measure Complete Purchase Path

Mobile video impressions more than tripled in 2014, according to Opera Mediaworks’ 2014 State of Mobile Advertising. In Q1 of 2014, Opera reported 11% of global ad impressions were rich media, but only 2.5% were video. At the close of Q3 2014, over 15% of ad impressions were rich media and a whopping 8.7% (more than half!) came from video. While Entertainment leads in adoption of mobile video ads, Consumer Packaged Goods (CPG) comes in at a close second.

opera-video-vertical Why are CPG companies flocking to mobile video in droves?
According to Opera, “The beauty of mobile video doesn’t just reside with the creative itself; the opportunity for brands to drive specific engagement after the video is viewed makes it a unique and attractive platform.”
But how does a CPG brand know the mobile ad has been successful and is actually driving post-view engagement?
While complete path-to-purchase metrics have been available in the online world for more than a decade, there has long been a need for a way to measure the consumer’s online-to-offline path....

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02 Dec Convenience Crucial This Holiday: BOPIS, Buy Buttons, and Better Inventory

A top priority for brand manufacturers and retailers this holiday season is customer convenience – providing shoppers with the ability to purchase and collect items where, when, and how it’s most convenient to them. To meet this challenge head on, brands and retailers are requiring fewer steps along the shoppers’ path-to-purchase: reducing clicks and form fields, and arming consumers with detailed inventory, pricing and location information across channels.

One trend making headlines this year is BOPIS, or retailers offering shoppers the convenience to Buy Online and Pick-Up In Store (BOPIS), which eliminates wait time in check-out lines and shipping fees. A recent study by parago found 54% of shoppers already BOPIS a few times a year. Amazon’s 1-Click Ordering is another great example of how e-commerce retailers are successfully shortening the path-to-purchase; in just one click, the purchase is completed and on it’s way!

Brands and retailers are also simplifying the purchase path for consumers through advertisements. As 75% of retail users notice mobile ads, and 21% of smartphone and tablet users click on these ads, smart brands are using detailed hyperlocal mobile ads to facilitate the shoppers’ path-to-purchase. Armed with detailed inventory, pricing, and location information from Retailigence, hyperlocal mobile ads make it easy for shoppers to find the products they want at the nearest brick-and-mortar store; like BOPIS, this kind of data provides shoppers with the information they need to eliminate wait time and shipping costs.


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20 Nov Retailigence and Aarki Partner to Offer Ad Networks Local Product and Pricing Content for Mobile and Rich Video Creative

Enable Highly Engaging Interactive Advertisements and Deliver Path to Purchase Measurement for In-store Sales

REDWOOD CITY, Calif.--(BUSINESS WIRE)--Retailigence, the leading online-to-offline marketing platform for driving sales in stores, and Aarki, a leader in creative design and ad optimization technology, today announced a partnership that further streamlines and measures location-based advertising on mobile.

By integrating Retailigence into Aarki Studio, a creative design and ad optimization suite, Aarki enables marketers to quickly incorporate inventory and pricing data in their creative. This fosters development of more engaging and actionable creative in interactive advertisements, which helps drive consumers to stores. In turn, Retailigence continues to scale the use of its hyper-local store and product data across a growing ecosystem of customers and partners using mobile technology to drive in-store sales.


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04 Nov Retailigence and Gimbal Partner to Provide Personalized Shopper Targeting, Messaging, In-Aisle Engagement and Insights for Retailers and Brand Manufacturers

Deliver Cross-Retailer Platform for Brands to Leverage In-Store Beacons at Scale

REDWOOD CITY, Calif. November 4, 2014 Retailigence, the leading online-to-offline marketing platform for driving sales in stores and Gimbal, the leader in location and proximity mobile engagement, today announced a strategic partnership that integrates in-store merchandise insights from Retailigence with Gimbal’s contextual awareness and proximity mobile engagement, including proximity beacons that support Apple’s iBeacon technology.

Together, Retailigence and Gimbal deliver unprecedented visibility into retailers’ stores, providing both product and shopper data and insights. The solution marries in-store product availability data with in-store beacons so that marketers can advertise the right product at the right time in the right place. By connecting the digital shopper with their real-life buying behaviors, retailers and brands can craft local and regional campaigns, sending targeted messages to the right shoppers, at the right time, and then measure the effectiveness of their digital marketing initiatives.


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25 Sep Beacon Messages: You Get ONE Chance, Make Sure It’s Accurate

Beacons are the latest in a list of hot IoT technologies that savvy brands are using to reach consumers directly in a very personalized way. Beacon-triggered messages are personal by their very nature, as shoppers choose to download a designated app onto their phone through which they receive them. These are not pop-up or push notifications without any context, but instead are highly personalized, location-aware and app-specific messages. Finally, there’s a way for brands to target shoppers where, when, and how they want to be targeted.

In fact, a recent study of 100,000 mobile shoppers conducted by beacon-platform InMarket found that one in-store, beacon-triggered message resulted in a 45% interaction rate ­– a rate 5x higher than traditional push messages! Sounds ideal, but there’s one catch…

With beacon-triggered messages, you only get ONE shot.

That same InMarket study found that if a shopper was sent an additional beacon-triggered message (or 2 messages total), it resulted in a whopping 313% drop in app usage, a large portion of that being actual app deletions.

With one chance to engage a shopper via a beacon, the stakes are higher than ever. One critical way to ensure your message results in positive engagement is to provide shoppers with accurate pricing and inventory information – down to the aisle. Because Retailigence tracks inventory and pricing information for more than 12 million products across 100,000 stores, many brands have teamed up with us to create accurate, context-driven messages for specific SKUs that are in-store, potentially even ones that aren't selling as well as expected.


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21 Aug 2014: The Year of Hyperlocal Mobile Advertising

The headline is bold, but yes, 2014 is the year of hyperlocal mobile advertising, and there are three very important trends converging today to make this happen. The first is smartphone proliferation; according to eMarketer, smartphone users worldwide will total nearly 2 Billion in 2014. The second trend is the current boom in consumer adoption (and comfort level) of location-aware apps. A recent PuchTab survey of more than 1000 consumers revealed 88% of survey participants said they would share their locations for coupons and offers; 72%, for shorter checkout times; and 69%, for targeted alerts about sales and products they like. And finally, Ratko Vidakovic sums up the third trend nicely in a Marketing Land post:

“When you combine this with the ability to purchase ad impressions individually, through programmatic ad platforms that are powered by real-time bidding, marketers now have a cost-effective way to engage their audiences in a manner that matches ads to the context of their physical location.”

We at Retailigence are already starting to see the power of this huge opportunity in front of us. Here’s a brief example. As many of us experienced, severe winter weather had a huge impact on the economy this year. Freezing temperatures and mounting snow deterred shoppers from stepping outdoors. Many brick-and-mortar stores experienced steep traffic and sales declines.

But as soon as the snow hit the ground, one of our partners – a multinational department store chain – knew it needed a way to help guide its shoppers to items they needed during the storms.


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05 Aug Social Giants Poised To Boost Online-to-Offline Promotions, Traffic, & Sales

Online-to-offline promotions have been gaining considerable momentum and recently, they have found a home in social commerce. Social giants Twitter and Facebook are forging their way into commerce with a major goal of helping brands and retailers drive in-store traffic and sales.

Twitter recently announced its acquisition of CardSpring, a platform that allows developers to create electronic coupons, loyalty cards and virtual currencies that work with credit cards. Since the payments company helps create online-to-offline promotions, users will be able to add deals to their tweets.

A recent article in Re/code explains it well, "While Twitter users currently have to tweet a specific phrase to get a discount, in the future they might be able to simply click a button in a tweet to load the discount to their cards. If these are embedded in promoted tweets, Twitter’s ad business could see a boost, too."

"Such a feature could be used by retailers to target location-based deals to Twitter users." Marry this feature with local inventory and pricing data and we're looking at a close-to flawless path-to-purchase -- from social ad to local store complete with loaded product coupon!

Up next, Facebook makes their play. The social behemoth announced the creation and testing of a “Buy” button intended, among other purposes, to help drive offline purchases. This feature will let consumers click the Buy button on ads and page posts to buy a product directly from a business – via mobile or desktop – without leaving Facebook.


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22 Jul Mobile Ad Spend Up 83%: Brands Seize Opportunity to Directly Connect with Shoppers

Mobile ad spending is growing faster than any other ad channel this year. According to eMarketer, mobile ad spend is up 83% to reach nearly $18 billion in 2014. If analyst predictions pan out, mobile advertising will become the second-largest ad channel – second only to TV. AdExchanger Editor Kelly Liyakasa said it well: “As brands begin to apply real-time data to contextualize ad buys, demand and dollars will shift from TV budgets to digital video and mobile.”

Readily available and newly integrated real-time product and location data is driving this digital shift in ad dollars and smart brands are taking note. Brands everywhere are “mobilizing” to add context to their campaigns and match real-time mobile ads to shoppers based on the location of product inventory. The opportunity for them is huge. A recent survey by mobile agency Fetch found that 65% of mobile shoppers visit stores after viewing a mobile ad, and nearly half of respondents said they would click on a mobile ad that was relevant to their current location.

Because Retailigence tracks inventory and pricing information for more than 12 million products across 150,000 stores, many digital ad companies, such as AdColony and Tremor Video, have teamed up with Retailigence to create these contextual mobile ads for top brand clients.


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14 Jul Retailigence Selected by AlwaysOn as an AlwaysOn Global 250 Winner

Recognized for creating technology innovations for the Global Silicon Valley.

global250Redwood City, July 14, 2014Retailigence, the leading online-to-offline (O2O) marketing platform for driving in-store product salestoday announced that it has been chosen by AlwaysOn as one of the AlwaysOn Global 250 winners. Inclusion in the AlwaysOn Global 250 signifies leadership amongst its peers and game-changing approaches and technologies that are likely to disrupt existing markets and entrenched players in the Global Silicon Valley. Retailigence was specially selected by the AlwaysOn editorial team and industry experts spanning the globe based on a set of five criteria: innovation, market potential, commercialization, stakeholder value, and media buzz.

Retailigence and the AlwaysOn Global 250 companies will be honored at AlwaysOn’s 12th annual Innovation Summit at the Computer History Museum on July 29th and 30th, 2014.

This two-day exclusive event treats attendees to a high-level debate and discourse on top trends and opportunities in the booming digital media, entertainment, on-demand, and cloud computing sectors. The Innovation Summit is produced in an intimate and social setting, where participants can easily meet up, socially network, and make deals happen.


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01 Jul The Techs Driving the Location-Based Ad & Marketing Explosion

mobile-shoppersA recent eWeek article shares findings from a research report by Berg Insight. The analyst firm forecasts that the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from $1.66 billion in 2013 to $14.8 billion in 2018. Wow!

The expected growth will correspond to 38.6 percent of all mobile advertising and marketing, with location-based advertising and marketing representing around 7 percent of digital advertising.

Retailigence’s recent move to extend use of online-to-offline marketing solutions to digital advertising tech companies contributes greatly to this skyrocketing market. It enables LBA on a massive scale.

Ad technology partners, including rich media, mobile, and display providers, can now easily create dynamic location-based product messages along a shopper’s path to purchase. We’re powering local ad campaigns for 50+ leading mobile and digital marketing providers, including AdColony, Medialets, PointRoll, Tremor Video, and XTOPOLY.


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