Emerce Engage 2016 - Nishant Dogra & Dr. Stefan Bernritter
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Transcript of Emerce Engage 2016 - Nishant Dogra & Dr. Stefan Bernritter
Location Based AdvertisingDr. Stefan Bernritter | Nishant Dogra, MSc.
LBA - Mobile or Location?
vs.
LBA - Mobile or Location?
CAVE
LBA - Mobile or Location?
LBA - Mobile AND Location!
• Contrary to claims from earlier research, the merits of LBA do not lie in location congruent situations but rather in location incongruent situations -> not directly in front of the product.
• The underlying process is enhanced attention towards mobile (vs. stationary) ads in location incongruent situations
• If consumers are standing directly in front of the shelf, a traditional stationary ad is as effective as LBA.
• Use LBA to lure consumers to products or in the store!
How Should we Design Location Based Ads?
Open vs. closed ads
How Should we Design Location Based Ads?
Key Findings
•Open mobile ads are perceived to be less intrusive and are therefore more effective.
•If presented in a location congruent setting, this effect becomes even stronger.
Mobile enabled LBA
Social Media 3rd Party Apps WiFi Hotspots
Immediacy boost LBA
Retail APPS: The Holy Grail of LBA
Automated with Smart Customer Data
Smartphone Usage Boost Sales
Case: La Place
Case: Hunkemoller
Key Findings
Using Geo-fence & iBeacons (LBA) increases Retail APP engagement by > x10
Reach with iBeacons is still very limited (>5% of retail app users)
Conclusion: In general Customers are more willing to receive notifications and deals when moving closer towards a store.
Yet relevance is key!
Future Research
1. Impact of LBA on total Direct Sales
2. Impact of LBA on Customer Satisfaction
3. Relationship between LBA & Privacy
4. What type of LBA message works best?
5. Difference LBA between Sectors (e.g. Fashion vs. Food) & Brands
Future Research
• Reach (in CTR, views, likes or related measures)
• Recall (% aided, % unaided, etc.)
• Redemptions (e.g. coupon)
• Increased social media engagement/exposure (e.g. # of check-in's, pictures taken, retweets, games played)
• Foot traffic increase
• Intent to purchase (measured through follow up)
• Brand Preference
Bedankt!