MobRetail increases mobile's influence on in-store sales
Performance-based mobile advertising platform, MobPartner, has launched MobRetail Tracking Platform, a new mobile technology allowing retailers to accurately measure how mobile influences in-store sales and traffic.
MobRetail addresses the growing demand from retailers to gain a richer understanding of customers' purchasing behaviour in-store through influenced mobile activity. MobRetail Tracking Platform communicates with the retail app and mobile device to report return on investment (ROI) on mobile ad spend.
Vianney Settini, co-founder of MobPartner stated that MobRetail's platform overcomes a significant challenge for retailers by bridging the gap that exists between physical stores and mobile, helping to move beyond estimates and into precise attribution: 'MobRetail's tracking technology monitors a mobile user's actions and purchases via a BLE beacon in-store and matches this to their home and on-the-go activity. Our platform then analyses the data, providing retailers with real time ROI impact. Retailers can monitor key metrics such as 'Mobile Store Visit and Purchase', 'In-Store Visit and Purchase' and 'Total Amount Purchased' to optimise ad campaigns and find engagement opportunities.'
MobPartner's research into m-commerce attitudes showed a clear relationship between shopping habits both online and offline. It revealed that 92% of shoppers research before buying in-store, while more than 70% 'showroom' on their mobiles whilst in-store.
'Understanding how mobile can help to drive in-store conversions is key to a retail brand's strategy. With MobRetail, retailers now have unparalleled, granular levels of insight into the customer journey from mobile to a physical store. This allows retailers to deliver highly targeted and creative loyalty campaigns, which will not just attract traffic in-store but also optimise existing mobile ad spend for user acquisition campaigns,' Settini said.
