Mobile advertising and monetization platform MobPartner has today announced its MobRetail Tracking Platform, aimed at allowing retailers to measure how mobile usage impacts their in-store traffic and sales. The MobRetail platform utilizes in-store beacon technology, thereby allowing for location-driven marketing campaigns, which can be targeted right down to a single aisle in a store.
The MobRetail system monitors users’ mobile actions and purchases via in-store beacons, and then compares that to their home or on-the-go activity. The platform’s reporting tool analyzes the data, and provides retailers with a real-time ROI impact. The system tracks the lifetime value of users, based on how much they purchase, how many times they actually visit real-world locations (as opposed to just browsing online) and more.
“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 optimize existing mobile acquisition campaign,” said Vianney Settini, co-founder of MobPartner.
MobPartner’s own research shows 92 percent of customers research items online before buying in retail locations, while more than 70 percent of consumers “showroom,” or browse items on their mobile phones while currently in a store. By utilizing the MobRetail Tracking Platform, retailers will be able to provide specific marketing promotions to users that enter their stores, thus encouraging additional / new purchases.
The MobRetail Tracking Platform supports iPhone 4S+, iPad Mini, iPad 3+, and all Android devices running Android 4.3+. It’s available to developers via the installation of an SDK which allows for communication between in-store beacons and apps. More information on the platform is available on MobPartner’s website.