Embed Size (px)
Citation preview
Gimbal,Inc. 1
JEFFRUSSAKOWGimbalPresident&CEO
MobilizingYourOffering:HowLocationIntelligenceandMobileEngagementEnablesRetailersandBrandstoUnderstandandEngageShoppers
Gimbal,Inc.
IntheBeginning,ThereWasDarkness….
2
Gimbal,Inc.
…AndThenThereWasLight!!!
3
Gimbal,Inc.
IfDigitalAtetheWorld,thenMobileJustAteDigital.
4
%ofTotalMediaConsumptionTime,USA
Source:KPCBInternetTrendsReport2015Print4%
Radio
11%
TV
37%
Internet
24%
Mobile
24%
Gimbal,Inc.
IfDigitalAtetheWorld,thenMobileJustAteDigital.
5
HoursSpentPerAdultUserPerDaywithDigitalMedia,USA
Source:KPCBInternetTrendsReport2015
51%oftotal
42%oftotal
7%oftotal2011
3.7
2012
4.3
2013
4.9
2014
5.3
2015
5.6
Mobile
Desktop/Laptop
OtherConnected Devices
Gimbal,Inc.
IntheDarkAges,PhysicalFormatsWereDis-intermediatedandDiminishedbytheDigitalWave
Inferiorcustomerinformation,self-service,checkout
Inferiorconsumerinsights,promotions,service
ReducedFrequencyofvisits,reducedbasket-size,andunbundling
Showrooming
Growthofonlineshoppingandexperiencesatexpenseofin-venue
Inferiorabilitytoconnectbehaviorstoloyaltyprograms,marketing
Inferiorpersonalizationandengagement
Lackofomni-presencein-venue
Gimbal,Inc.
IntheNewDawn,MobileShouldBeaGreatEqualizingOpportunityforRetailers
7
77%ofsmartphone userswilling tosharelocationifenoughvalueinreturn
Source:MediaPost
usephonewhile shopping
84%Source:Google
1/3ofdigitalmarketingonmobileby2018
Source:Statista2015
93%ofU.S.salesstillviaofflinechannels
Source:USDept ofCommerce
50%ofonlineU.S.retailtrafficfrommobile
Source:IBMDigitalAnalyticsBenchmark
30%ofeCommerce
transactions onmobileSource:Criteo MobileCommerceReport
Gimbal,Inc. 8
In-VenueExperiencesCanBeMuchBroaderthanJustTransactions
Gimbal,Inc.
AndYettheResponseHasBeenInadequate–EventheBestMobileAppsarenotActuallyProximityAware
9
Gimbal,Inc.
MobileCapabilitytoUnderstandandServeCustomersinthePhysicalWorldhasbeenVeryLimited…
10
10
INTHEDIGITALWORLD…. INTHEPHYSICALWORLD(UNTILRECENTLY)….
Consumer “Web”sites
Marketer/BusinessPerson Marketer/BusinessPerson
REAL-TIMEANALYTICS• “Web”Sitelocation• Duration• Product-level interest• Pathanalysis• Favorite“web”sites• Web-basedsocialgraph• Demographicdata
REAL-TIMEACTIONS• Real-timemarketplace
• (Re-)Targeting• Digitalformats• Ease-of-buying/liquidity
Consumer “Physical”Sites
ACTIONS• Notargetingatproductlevel
• Limited(re)-targeting• Location/proximityrarelyused
• Poorease-of-buying• Manual formatsandefforts
• Treatsmobilelikeanother (small)screen
ANALYTICS• Onlybuilding-level tracking– GPS– outdoorsonly,crude– Wifi – indoors,crude
• Noduration, pathanalysis• Nofavorite“physical” sites• No“physical-world”socialgraph
• Limitedornodemodata
Gimbal,Inc.
INTHEDIGITALWORLD….
Consumer “Websites”
Marketer/BusinessPerson
REAL-TIMEANALYTICS• “Web”Sitelocation• Duration• Product-level interest• Pathanalysis• Favorite“web”sites• Web-basedsocialgraph• Demographicdata
REAL-TIMEACTIONS• Real-timemarketplace
• (Re-)Targeting• Digitalformats• Ease-of-buying/liquidity
UntilRecently.GimbalBridgesthePhysical/DigitalDivide.
11
11
INTHEPHYSICALWORLD(WITHGIMBAL)….
Marketer/BusinessPerson
REAL-TIMEACTIONS• Real-timemarketplace• (Re-)Targeting• Digitalformats• Ease-of-
buying/liquidity
REAL-TIMEANALYTICS• “Physical”Sitelocation• Dwell• Product-level interest• Pathanalysis• Favorite“physical”sites• Physical-basedsocial
graph• Demographicdata
Consumer “Physical”sites(Enterprisegeo-fencing+beacons)
OMNI-CHANNEL
Gimbal,Inc.
LocationandProximityMarketingTechnologiesHaveMaturedDramatically
1212
MOBILEPHONE• Deliverlocationandproximity-triggeredengagements
MANAGERPORTAL• Createandmanagerichpersonalizedexperiences,atscale
• Buildandanalyzecampaign performance
BEACONS• Outdoors/Indoors• Micro-location(inchesto50yards)
GEOFENCING• Outdoors• Pervasiveandalwayson
• Macro-location(~50yards+)
Gimbal,Inc.
ImproveMobileExperiences&EngagementwithLocation&Proximity-BasedContext
13
Gym5:42 PM
Coffee Shop2:25 PM
HOME8:15 PM
PATHANALYSISInsights and Attribution
ESTABLISHED LOCATIONS
PROXIMITY
GEOFENCE
OOH Bus Stop Ad7:22 PM
Dwell 0:24
Apparel Store atShopping Mall12:51 PMDwell 0:27
Dinner @ QSR7:45PM
Dwell 0:25
Gimbal,Inc.
TheResult?MoreCompletePhysicalChannelandOmni-ChannelStrategies
14
UNDERSTAND&DRIVE
TRAFFICFLOWS
PATH-TO-PURCHASEANALYSIS
CREATEUNIQUEIN-VENUE
EXPERIENCES
HIGHLIGHTIN-STOREPROMOS
MEASURE&IMPROVELOYALTY
• Passiveattribution• Frequency/duration/path
• Product interestsandbehavioraltrends
• Highlightnear-byvenuestodriveincreasedvisits
• Employeeaswellascustomertraffic
• Addmacroandmicro-locationsolutions
• Segmentcustomersbyreal-worldbehaviors
• Improveomni-channelstrategies
• Eliminatebrick-and-mortarblindspots
• Uniquemobileexperiences
• Offerpersonalized,contextuallyrelevantinformationandoffers
• Personalizedgreetings• Surpriseanddelightmoments
• Productreviewsandrecommendations
• Usecontextuallyrelevantlocationandtimetohighlightspecials
• Provideshopperinspirationtoincreasebasket
• Personalizedofferingsbasedonsuperiorknowledge
• Reminderstouseprogram/cards/offers
• Increaseshopperpreference,frequency,andloyalty
• Improvecustomerservice
Gimbal,Inc.ConfidentialInformation
Leveragingpreciselocation- andproximity-basedtechnologytobridgethephysicalanddigitalworlds
Fundamentallynewandpowerfulsourceofcontextualconsumerbigdata
Enablingmobileappexperiencestobelocationandproximityaware,andhencetrulymobile
Superiortargetedinformation,offersandloyaltyattherightplaceandtime
15
Gimbal,Inc.ConfidentialInformation
MostComprehensiveEnterprise-ClassSolution
TheHighestQualityLocation- andProximity-TriggeredMobileEngagementsandInsights
16
Beacons&FirmwareAdvancedGeofences
MobileExperience
Analytics
Platform
Network
GimbalExperiencesManager
MARKETPLACEMarketplace
GimbalAttributionGimbalEstablishedLocationsGimbalPlaces&GroupsGimbalReports
GimbalNetworkManager
GimbalCloudGimbalPrivacy&Security
DeveloperTools(30KDevelopers)
AUDIENCENETWORK(180MDevices)
Audience&SDK
PHYSICALNETWORK(~2MLOCATIONS)
Gimbal,Inc. 17
SOMEREAL-WORLD EXAMPLES
Gimbal,Inc. 18
PassiveTracking/Segmentation/Information• Measurestorevisits&frequency• Pathanalysis• Real-worldtrends• Sendproductreviews,recommendations
LargeDepartmentStoreChain
Gimbal,Inc.
SpecialtyRetailStores
19
AppScreentocomeLocation-TriggeredContent&Offers
• 30%openrateforlocation-triggeredcampaigns,4%openratesforcampaignsnottriggeredusinglocation.
• Highlightingdealsornewproductswithauniquein-appexperience
• Indepthproductmarketingwith“push”and“pull”messaging
Gimbal,Inc. 20
DrivingShoppersIntoStore• Geo-fencesaroundDick’sSportingGoodsstorestriggeredmessageforcustomerstooptintoobtaininformationaboutNHLmerchandise
• Customersreceivedspecificbeacon-triggeredexperiencesatdisplay-level
Gimbal,Inc. 21
EnhancingIn-StoreExperiences• Shelf-levelhighlightingdealsornewproductswithauniqueinappexperience
• Indepthproductmarketingwith“pull”messaging
Gimbal,Inc. 22
EnhancingIn-StoreExperiences“Wewanttoequalizethechannelandmakesurethecustomerhasaccesstoallproductinformationinaveryeasywayinthatstoreenvironmentastheynavigateandshopthestore— justliketheywouldonadigitalplatform.”
– JeffDonaldson, CIOofGameStopandSVPofthe GameStopTechnology Institute
Gimbal,Inc. 23
EnhancingFanExperiences• BeaconsinstalledthroughoutTheQandatoffsitelocations• Contentincludedmessages fromowner,night’slineup,funfacts• Salesandfanengagementsincreased• Attributionanddatadowntotheconversion
Gimbal,Inc. 24
“BygivingfanstheoptiontoreceivepushnotificationsthroughtheCavaliersapp,theycanenjoyapersonalized,interactiveexperienceatTheQthattakestherelationshipbetweentheteamandourfanstoawholenewlevel.”
– MichaelConley,CavaliersVicePresidentofDigitalandWebServices
EnhancingFanExperiences
Gimbal,Inc. 25
PerimeterMessage PerimeterExperience In-aisleOffer At-homeRecipe
MobileExperiencesThroughoutPath-to-PurchaseandBeyond
Gimbal,Inc.
HighImpactCustomerResults
26
45%SurveyResponse
Rate
MajorFestival12xConversionRate
Levi’s
30%AverageLocation-based
MobileMessageOpenRate
Speciality Retail
54%Click-ThruRateRetailMeNot
40%
YellowPages
RedemptionofCouponCodes
SHOWINGVALUEACROSSVERTICALS
Gimbal,Inc.
gimbal.com
27
Tolearnmoreaboutthefutureoflocation/proximity,connectwithus:
visit:
Gimbal,Inc.Gimbal,Inc. 28
DigitizingthePhysicalWorld
