Social media, e-commerce, consumer behavior

Retale, a mobile retail technology company, just launched a product called the “Retale Store Traffic Guarantee,” a new platform accessed through its Retale mobile app aimed at increasing foot traffic.

The firm said it also inked a deal with Placed, a third-party attribution provider that measures the success of marketing campaigns. Terms of the partnership were not disclosed.

The Retale mobile app is a location-based shopping service used by more than 5,200 retailers to share localized ads and coupons that motivate shoppers to visit nearby stores. The partnership with Placed will allow brands to drive foot traffic to retail store locations during campaign periods. Retale said “if the threshold for in-store foot traffic is not met, Retale will offer a guarantee to meet campaign performance parameters.”

Placed measures campaign success through its location-driven insights and ad-to-store assignments. Placed’s direct measurement capabilities will connect Retale’s in-app campaigns to “real-world behavior,” the companies said, which in turn will verify the success of localized ads and coupons during consumers’ in-store visits.

Consumer shopping preferences could change the makeup of malls.  Shutterstock / Pammy Studio

Nels Stromborg, the executive vice president of Retale, said, “Across the industry, we are seeing growing demand among advertisers for greater transparency and accountability from their media partners.

“In-store traffic is one of the top KPIs that retailers and brands look to when measuring the success of a platform and their media choices,” Stromborg explained. “We believe that our partners are right to demand media visibility and accountability, which drives core business metrics.”

David Shim, the chief executive officer of Placed, said the company “has seen firsthand how important in-store traffic measurement is for retailers and brands when gauging the success of their advertising campaigns.”

The Retale app for shoppers asks consumers to plug in their zip code, which then displays weekly ad circulars from a host of retailers. Users can also browse by category. The ads are displayed on an e-reader where users can flip to a page and zoom in on a particular section of the page. Retale calls Target, Macy’s, Rite Aid, J.C. Penney and Meijer clients, and has partnerships with more than 1.4 million global store locations.

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