This will enable them to make more intelligent campaign budget decisions moving forward.
Relevancy can be a retailer’s own audience, a competitor’s audience or visitors to related industries. Location-based audiences provide value before, during and after ad campaign: Before a campaign begins, location-based audiences help define the most relevant audience to reach.Partnering with other firms and data providers allows retailers to amplify their audience size and increase their confidence in the results. Look beyond your own location data sets: While most major retailers have their own mobile apps, and therefore the ability to build location-based analytics from that audience, that typically doesn’t provide a sizeable enough audience to create a statistically significant panel.If you're a business looking to leverage foot traffic data and turn it into relevant insights, here are a few best practices to follow: These are the sorts of insights that can be derived from real-world visitor data. We believe that this trend is not driven entirely by gift shopping but rather by the ability to also purchase food and pantry items in preparation for friends and family visits, with holiday presents as a secondary motivator. For the top seven visited locations, Walmart took 30-38% of each day’s foot traffic when measured against the other six retail chains. One interesting observation (figure 2) was the late holiday surge in shoppers visiting both Walmart and Target on December 23 and 24. % of foot traffic across top seven locations Reveal Mobile From this data, it’s easy to see that Walmart is the Goliath in retail foot traffic that other retailers will need to compete better against during the 2018 holiday season. Again, this is likely due to the fact that Walmart has twice as many stores as its peers. When looking across the entire holiday shopping season and the most visited locations, Walmart captured the majority of retail foot traffic, ranging from 30% to 38% per day against the other six major retailers. shoppers visiting one of the aforementioned major retailers.
The top seven most visited locations on Black Friday consumed the majority of early morning shopping, with over 20% of all 6 a.m. to 10 a.m., with 32% shopping from 11 a.m. Across all retail shoppers, 22% shopped from 6 a.m. For instance, our data found most consumers prefer to do their shopping midday, despite all of the media buzz around 6 a.m. This can be critical information for any retailer wanting to see how they compared in foot traffic with these top retailers and determine what worked and what didn’t with consumers.įoot traffic also provides information on when stores are their busiest. Share of overall retail foot traffic Reveal MobileĪs shown in the figure above, Walmart captured 11% of all Black Friday retail visits, followed by Target with 7.1%. 66 million buying online, according to Adobe (via Multichannel Merchant). Adobe Insights (via ) reported that mobile devices accounted for 46.2% of digital revenue on Black Friday, an increase of 18.4% over 2016.ĭespite these trends and headlines such as “Mobile wins Black Friday shopping,” the good news for brick-and-mortar retailers is that most Black Friday shopping is still taking place at physical store locations, with 77 million making a trip to purchase items vs. The surge of people researching, evaluating and ultimately buying online or via mobile apps during the holiday season continued.
The National Retail Federation reported that more than 174 million Americans shopped over Thanksgiving weekend (from Thanksgiving Day to Cyber Monday) - 51 million were in-store only, 64 million purchased both in-store and online, and 58 million were exclusively online shoppers. This year was no different, and the news was mostly positive. The holiday season is the retail industry’s make-or-break opportunity for a profitable year.
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