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Revolution in Physical Retail
Mobile changes the game for the other 92%
Andris K. Berzins
Chief Commercial Officer
@akberzins / @walkbase
A new generation of
marketeers have become data
junkies
@akberzins @walkbase
But even after 20 years
of e-commerce, offline
rules
Sales offline in
physical stores
92%
Purchase decisions
made in-store
80%
Sources: Forrester Online Retail Forecast, March 2013 @akberzins @walkbase
Some retail categories
have been decimated…
@akberzins @walkbase
84%
of smartphone
shoppers use
phone in-store
to help shop
Now mobile is changing
the game for all offline
sales
But retail store presence is
missing from most sales
funnels
@akberzins @walkbase
Leveraging Wi-Fi in Smart
Phones for Retail Analytics
WLAN-enabled
smart phones
identified and
tracked in stores
Detailed data
and analytics on
shopping behavior
of customersIntegration to 3rd
party solutions:
-Google Universal Analytics
-Business Intelligence
-Smartphone apps (real-time API)
API
@akberzins @walkbase
Anonymous Consumer
Behaviour Analytics
@akberzins @walkbase
Understanding real footfall
impact of marketing
campaigns
Yhteenveto - Shopbailut 3.-10.4
Edellinen viikko 27.3.-2.4.
Shopbailut 3.-10.4.
Seuraava viikko 11.-17.4.
Shopbailut 3.-10.4.
Suositut reitit, Shopbailut 3.-10.4.
@akberzins @walkbase
Measuring Window Display
Effectiveness
Measure different shop
window layouts
to identify which
captures the most
customers from the
street.
Test and
benchmark
Measured, optimized
substantially
more customers
generated in the stores.
@akberzins @walkbase
Opt-in Based Analytics and
Real-time Marketing
Opportunity
@akberzins
@walkbase
Takeaways
1 Mobile changes the game for retailers and brands
2
Wi-Fi is the infrastructure of choice for the “last meter” and in-store
communication
3
Measuring foot traffic behavior is the missing link in sales funnel marketing
analytics
4
Wi-Fi based anonymous retail analytics offers a much better picture of
consumer behavior
5
With an opt-in, advanced cross-channel analytics and real-time in-store
marketing possibilities are possible
Andris K. Berzins, Chief Commercial Officer
andris@walkbase.com
Twitter: @akberzins / @walkbase

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Andris Berzins

  • 1. Revolution in Physical Retail Mobile changes the game for the other 92% Andris K. Berzins Chief Commercial Officer @akberzins / @walkbase
  • 2. A new generation of marketeers have become data junkies @akberzins @walkbase
  • 3. But even after 20 years of e-commerce, offline rules Sales offline in physical stores 92% Purchase decisions made in-store 80% Sources: Forrester Online Retail Forecast, March 2013 @akberzins @walkbase
  • 4. Some retail categories have been decimated… @akberzins @walkbase
  • 5. 84% of smartphone shoppers use phone in-store to help shop Now mobile is changing the game for all offline sales
  • 6. But retail store presence is missing from most sales funnels @akberzins @walkbase
  • 7. Leveraging Wi-Fi in Smart Phones for Retail Analytics WLAN-enabled smart phones identified and tracked in stores Detailed data and analytics on shopping behavior of customersIntegration to 3rd party solutions: -Google Universal Analytics -Business Intelligence -Smartphone apps (real-time API) API @akberzins @walkbase
  • 9. Understanding real footfall impact of marketing campaigns Yhteenveto - Shopbailut 3.-10.4 Edellinen viikko 27.3.-2.4. Shopbailut 3.-10.4. Seuraava viikko 11.-17.4. Shopbailut 3.-10.4. Suositut reitit, Shopbailut 3.-10.4. @akberzins @walkbase
  • 10. Measuring Window Display Effectiveness Measure different shop window layouts to identify which captures the most customers from the street. Test and benchmark Measured, optimized substantially more customers generated in the stores. @akberzins @walkbase
  • 11. Opt-in Based Analytics and Real-time Marketing Opportunity @akberzins @walkbase
  • 12. Takeaways 1 Mobile changes the game for retailers and brands 2 Wi-Fi is the infrastructure of choice for the “last meter” and in-store communication 3 Measuring foot traffic behavior is the missing link in sales funnel marketing analytics 4 Wi-Fi based anonymous retail analytics offers a much better picture of consumer behavior 5 With an opt-in, advanced cross-channel analytics and real-time in-store marketing possibilities are possible Andris K. Berzins, Chief Commercial Officer andris@walkbase.com Twitter: @akberzins / @walkbase