Location, Location, Location - The Grocer Conference...Location Pioneers. Global Reach. Local...

Location, Location, LocationThe Grocer Conference, London 2019

@Blisglobal #Blisglobal

Alex Wright | Head of Insights Nathan Lawson | Insight Manager

Private & confidential.

Location Pioneers. Global Reach. Local ServiceFounded in 2004, Blis is an award winning pioneer in advanced location data solutions. With offices that span

the world from New York to Sydney, our clients benefit from truly international talent & expertise.

Unique Location TechInnovation LedVerified Location Data


Universal Availability


The Powershift



Spatial Science

Location


Location

Latitude + Longitude


Place


Place

Verification


Identity


Identity

Points of Interest


Interaction


Interaction

Mobile Data



How we examine locations…

Store Catchment Non Retail (e.g. ITV regions)Store Boundaries


What can mobile usage tell us?

Audience

Demographic Data

Contextual Consumption

Device Analysis

Time & Day Analysis

Session Index


What can mobile usage tell us?

Cross Over

Customer Loyalty

Competitor Insights

Audience Behaviour

Comparison

Bidstream Data


02Media Activation

01Audience Profiling

03Campaign Effectiveness


Audience Case Study: Vegan Lifestyle


Consumer Requirements Are Constantly Evolving

Source: Mintel/ Waitrose/ Kantar

56% triedVegetarian or “Meat Free” Meals

Meat Free worth an estimated

£740m

With the advent of social media these gain momentum faster than ever

of shoppersCutting down or out meat


1/3

Private and confidential.

Broaden Your Audience


Get closer to the audience by examining location cross over

Profiling The Audience Vegan Lifestyle

Restaurants

Specialty Grocery

Fashion Retail Stores

Hairdressers

Vegan Audience

Vegan Lifestyle London

Map is for illustration onlyPrivate & confidential.

Understand Where They Go To Inform Activation

47.1%

30.0%

27.1%

17.9%

14.0%12.6%

10.5%

6.3%4.4% 4.2%

45.2%

28.7% 29.2%

20.5%

15.4%

10.6%11.6%

7.0%5.5%

3.9%

Sainsburys M&S Waitrose Iceland Tesco Asda Morrisons Lidl Budgens Aldi

Supermarket Cross Over %

December January

Private & confidential. Blis data December 18 – January 19

Veganuary Hit or Bust?

Understand How Footfall Is Impacted By Consumer Movements

Blis data December 18 – January 19Private & confidential.

+3.9% +4.8% -0.9% +11.9%

+12% +0.8% -4.4% +2.2%

Veganuary Hit or Bust?

Understand How Footfall Is Impacted By Consumer Movements


+3.9% +4.8% -0.9% +11.9%

+12% +0.8% -4.4% +2.2%

Blis data December 18 – January 19

Brand pivot has greater benefit within consumer movements?

Vegan Sausage Roll Generates Interest In Greggs

Google Trends; November – February; Yougov; Blis

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Google Trends - Search Term Index

Veganism Greggs Leon

Riding waveor driving it?

Greggs cross over withVegan Lifestyle Audience

increased +5%

Awareness at highest level

since 2012


02Media Activation




Brand Stockist

Target Audience Devices (GPS/Wi-Fi)

Shopping Centre

The most accurate real-time

audiences at scale

Connects brands to audiences in real-time , using precision geo-targeting and contextualised data to drive footfall, action and sales

Reach your audience when inproximity to a retailer or store


Location Targeting

Reach and engage the right audience at the right time when they are most receptive, using real-world behavioural data to give not just insights, but context too.

Putting audience behaviour in

context for more effective targeting

Gym

9:00 am

Coffee Shop

10:30 am

Pub

12:00 pm

Football Stadium

3:00 pm

Shopping Centre

6:30 pm


Audience Targeting

02Media Activation




A/B Survey

Self-reported

purchase intent

A/B Footfall

Physical

purchase intent

A/B Sales

Actual

purchase

+ +


Soft metrics

29%

17%

8%

27%

14%

Awareness

Consideration

Purchase intent

0% 25% 0% 50%25%50%

42%

Source: OnDevice Research | Blis Brand Uplift Studies 2016-17 (n = 36 studies)

(control) (exposed)


Soft metrics

29%

17%

8%

27%

14%

Awareness

Consideration

Purchase intent

0% 25% 0% 50%25%

+45%

+57%

Performance

50%

+74%

42%

(control) (exposed)

Source: OnDevice Research | Blis Brand Uplift Studies 2016-17 (n = 36 studies)Private & confidential.

Soft metrics

29%

17%

8%

27%

14%

Awareness

Consideration

Purchase intent

0% 25% 0% 50%25%

+45%

+57%

Performance

50%

+74%

42%

(control) (exposed)

Presence


Soft metrics

29%

17%

8%

27%

14%

Awareness

Consideration

Purchase intent

0% 25% 0% 50%25%

+45%

+57%

Performance

50%

+74%

42%

(control) (exposed)

Presence

Prominence


Soft metrics

29%

17%

8%

27%

14%

Awareness

Consideration

Purchase intent

0% 25% 0% 50%25%

+45%

+57%

Performance

50%

+74%

42%

(control) (exposed)

Presence

Prominence

Relevance


Hard metrics

Source: IRI | Blis Sales Uplift Studies 2016-17 (n = 15 studies)

Correlation between Footfall & ROI

Revenue ROI on featured product (IRi)

Fo

otf

all

Up

lift

(blis

)

£0 £1 £2 £3 £4 £5

100%

10%

20%

30%

40%

50%

60%

70%

80%

90%

r = 0.78


No single source provides a complete picture

Partial Truth

Brand Level

Store Level

Product Level

Shopper Level

Real-time

Competitor Stores

Non Retail behaviour


Buy what you profile Measure what you buy

Understand behaviour

to influence behaviourTop of mind at the right time


Thank youAlex Wright | Head of Insight

+44 203 4437 [email protected] /blisglobal@blisglobal

Nathan Lawson | Insight Manager


Location, Location, Location - The Grocer Conference...Location Pioneers. Global Reach. Local...

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