LONDON — May 9th, 2018 — Blis, the global pioneer in advanced location data technology, today announced new capabilities for Smart Trends, empowering marketers with insights into customer loyalty analysis, audience behavioural comparison and competitor insights.
This announcement follows from the successful launch of the Smart Trends tool and the Global Retail Report at the end of 2017. Smart Trends to date has been successful in providing marketers with analytics: demographic audience data, contextual consumption, time & day analysis and level of mobile activity in a particular location, in-store or defined catchment area. With the upgraded capabilities, the tool will allow marketers to better understand where other brands’ consumers stray, comparisons in audience behaviours and competitor insights.
Smart Trends is powered by mobile movement data, and through this technology, the company is able to allow brands to make more informed business and marketing decisions backed up with quantitative data, analytics & insight.
“Brands are now able to access far more comprehensive consumer profiles, beyond the scope of traditional location data. Not only does movement data helps marketers understand the different user patterns over time through footfall in specific locations, now it also helps them identify the factors that are driving conversion and loyalty.” said Greg Isbister, CEO & Founder at Blis.
To demonstrate the new capabilities of its tool, Blis carried out an analysis of the types of audiences staying in top global hotel chains in Dubai, Sydney, New York, London and Singapore, as well as the physical behaviours of these audiences once they stepped outside of the hotel.
Smart Trends data revealed that Hilton visitors were 50% more likely to be seen at top tourist attractions and 160% more likely to be seen at fine dining restaurants than Four Seasons visitors. These insights are now accessible thanks to the new capabilities of Smart Trends.
The data also demonstrates the ability of Smart Trends to distinguish and compare the activities of hotel audiences outside of the hotel environment, including where else they visit when they aren’t staying at the hotel. The data showed that Big Ben, Times Square, Burj Khalifa, Marina Bay Sand & Sydney Tower were the most popular tourist attractions in each of the cities visited by hotel visitors.
W Hotel visitors in London were seen in Hyde Park more so than Hilton and Four Seasons visitors, despite Hyde Park being on the doorstep of both the Hilton and Four Seasons.
When observing shopping behaviours in Singapore for hotel visitors, The Paragon was the more popular location for shopping choice versus Raffles. Evidently, these types of insights can be gathered across many sectors and offers marketers the opportunity to better understand their consumers.
The study also revealed insights around demographic, time and day and session index. Highlights include:
- 26-45 is the core age group for visitors staying at the Hilton, Radisson, Sheraton, Four Seasons & W Hotels globally.
- All hotel chains in Dubai saw peak hotel traffic at 11pm as opposed to other cities who saw an average of 5-6pm.
- Singaporean hotel visitors were the least mobile-active audience within the hotel.
- Hotel visitors in London and New York had significantly higher mobile activity compared to other cities within the hotel.