SIM Partners will discuss Shoe Carnival's cross-platform campaign that drove smartphone users into stores with web-based offers, the mobile wallet and notifications. It also shows how mobile wallets can be leveraged by retailers, who don't have installed apps on users' smartphones.

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Case Study
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SOURCE: “I-Want-To-Go Moents: From Search to Store,” April 2015, Thinkwithgoogle.com
Google search interest in
"near me” has increased
34X since 2011.

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Mobile makes up 88% of all
"near me" searches, with those
mobile searches growing at
146% year over year.
SOURCE: “When the Small Screen is the First Choice: Finding Your Mobile-Centric Sources,” March 2016, Thinkwithgoogle.com

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Be visible in the near me moments…
And deliver contextually relevant content and
experiences that spark the next moments…

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STRATEGY AND OBJECTIVES
Harness the Power of Location to Turn “Near Me” Searches into Purchases
› Create a comprehensive location
data management strategy
› Publish contextually relevant store
location pages
› Enhance the customer journey on
mobile devices

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SEO Best Practices
Make Location Data Actionable and Contextual Content
Scalable
Velocity keeps the consumer at the center of your strategy by leveraging
location data and contextual content, supported by SEO best practices.

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MANAGE
Build local data assets by consolidating,
cleansing, categorizing, and optimizing data
MONITOR
Understand your location data health and
how you can improve
DISTRIBUTE
Unleash your location data by distributing to
data amplifiers to increase visibility

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Locator and Store Pages

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0
50,000
100,000
150,000
200,000
250,000
Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
Desktop Mobile Tablet
Store Location Pages Traffic
Desktop Mobile Tablet

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C O N VER T
SEA R C H ER S
IN TO C U STO MER S
VELOCITY
25:1 ROI
51%
INCREASE IN ECOMMERCE
REVENUE
44%
INCREASE IN ONLINE
ORDERS
DATAPOINTS SPECIFIC TO ORGANIC TRAFFIC
76%
LIFT IN ORGANIC
SITE VISITS

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Total On Page Actions
82%

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3%
CLICK-TO-CALL
8%
GET
DIRECTIONS
5%
LOCAL
CIRCULAR
30%
CLICK ON
PROMO BOX
37%
SHOP BY
CATEGORY
On Page Actions by Type

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SOURCE: Forrester, Enhancing The Retail Omnichannel Customer Experience
44%
of consumers want to see
coupons, discounts and
special offers in mobile
wallets

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-
What is Mobile Wallet?
In addition to being able to pay with
your phone, mobile wallet:
Is an app which allows consumers
to store loyalty cards, offers,
boarding passes, tickets, gift cards,
and more, making them accessible
via the mobile phone.

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Benefits of Mobile Wallet
FOR THE CONSUMER
• Convenience
• Valuable, updated offers and content
• Timely reminders (expiring offers/location)
• App-like functionality without the need for an app

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Benefits of Mobile Wallet
FOR THE MARKETER
• Great way to drive foot traffic
• Higher conversion vs mobile web coupon
• Ability to update content and offers
• Measurable at POS – close the loop
• Unlimited retargeting and notifications/reminders
• App-like functionality without the need for an app

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Velocity Wallet Offers: From Search to Store
Location pages drive visibility in “near me” mobile moments
Featured offers can be downloaded via Velocity Wallet
19%O F C O N S U M E R S
W H O C L I C K E D O N
T H E P R O M O O F F E R
S AV E D T O M O B I L E
W A L L E T.
Stop in and save
20% today.
Trigger location-based
notifications near store
locations
More brands, more
ways to save.
Save 20% on back-
to-school shoes.

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Mobile Wallet Retargeting via Beacons

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KEY TAKE AWAYS
› Near me is the new normal -- marketers must now think about "next
moments" to drive better experiences and results
› Mobile wallet offers provide an opportunity to move beyond "local"
into location-based proximity marketing
› Consumers want connected experiences, from "search to store" --
this requires technology as well as store-level engagement
Test and learn (rinse and repeat)...