Location technology firm Blis has launched Smart Trends, a new analytics tool that allows marketers to analyse consumer behaviour, from audience profiling, to exposure, to attribution, by capturing and activating mobile movement data.
To demonstrate the capabilities of Smart Trends, the company also announced the release of a ground-breaking report, Mastering Consumer Trends: A Global Retail Study, giving side-by-side behavioural comparison of user groups across four global brands in seven countries.
Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, contextual, time/day, and device type analysis, as well as compare behaviour of user groups side by side.
Smart Trends is powered by movement data, a passively collected data set that overlays device ID, longitude and latitude, and timestamp data. This passive data set is then merged with a wide range of behavioural data to create a more comprehensive consumer profile, thus exceeding the scope of traditional location data in that it represents a consumer’s movement patterns over a period of time.
“Mobile movement data provided by Smart Trends plays a pivotal role in allowing brands to gain a fuller, richer view of their customers, such as where they go and how they interact with competitive brands. These insights can be used to make game changing strategic decisions about products they carry, store location and advertising campaigns” said Greg Isbister, CEO & Founder at Blis.
Brands can use this non-biased data set to gain a factual perspective of their competitive marketplace and consumers’ behaviours. For instance, while marketers generally have good insight on how their customers interact with their own brands, they lack the ability to understand how their customers behave when they’re shopping with competitors, or even their more general day-to-day behaviours. Smart Trends fills those gaps, ultimately enabling more effective campaign planning, delivery and attribution in order to deliver competitive advantage.
Comparing shopper behaviour in the UK, US, South Africa, UAE, Germany, Singapore and Australia as consumers interacted online and offline with H&M, Topshop, Victoria’s Secret and Zara touch points, Mastering Consumer Trends: A Global Retail Study illustrates Smart Trends’ ability to unlock consumer behavioural insights on purchase intent, shopping patterns and mobile consumption while shopping.
For example, the study found that shoppers in the UK are most likely to visit these retailers on weekdays from 4-6pm, while 34% of shoppers were browsing style & fashion while in-store. With two-thirds of the UK population owning a smartphone, these insights offer a huge opportunity to reach your audiences in the right context. Other insights were often counterintuitive, such as the power of a nearby competitive outlet to increase foot traffic, and that for certain sectors, such as fashion, the retail week is flatter than assumed.
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