Blis has rolled out the beta launch of Smart Trends, a new analytics tool that allows marketers to analyse consumer behaviour, from audience profiling, to exposure, to attribution, by capturing and activating mobile movement data. To demonstrate the capabilities of Smart Trends, the company also announced the release of a ground-breaking report, Mastering Consumer Trends: A Global Retail Study, giving side-by-side behavioral comparison of user groups across four global brands in Singapore and six other countries.
Smart Trends offers in-store consumer behavioral insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, contextual, time/day, and device type analysis, as well as compare behaviour of user groups side by side.
Smart Trends is powered by movement data, a passively collected data set that overlays device ID, longitude and latitude, and timestamp data. This passive data set is then merged with a wide range of behavioral data to create a more comprehensive consumer profile, thus exceeding the scope of traditional location data in that it represents a consumer’s location movement over a period of time.
Blis Asia MD Regina Goh said the analytics tool and study demonstrate the power of location data for brands and marketers alike. “Just as the adoption of smartphones and number of media touchpoints continues to climb, so does the competition for audience’s attention. Movement data is a unique proposition by Blis, which offers our advertisers an additional avenue to gain a fuller, richer view of their customers. By observing frequency in audience location behaviour over a period of time, it tells a greater story of consumer intent. Smart Trends aims to make the most of movement data by giving brands a more holistic insights of their customers, which can also inform and influence communication strategy,” continued Ms Goh.
Brands can use this non-biased data set to gain a factual perspective of their competitive marketplace and consumers’ behaviors. For instance, while marketers generally have good insight on how their customers interact with their own brands, they lack the ability to understand how their customers behave when they’re shopping with competitors, or even their more general day-to-day behaviours. Smart Trends fills those gaps, ultimately enabling more effective campaign planning, delivery and attribution in order to deliver competitive advantage.
Comparing shopper behaviour in UK, the US, South Africa, the UAE, Germany, Singapore and Australia as consumers interacted online and offline with H&M, Topshop, Victoria’s Secret and Zara touch points, Mastering Consumer Trends: A Global Retail Study illustrates Smart Trends’ ability to unlock consumer behavior insights on purchase intent, shopping patterns and mobile consumption while shopping.
For example, the Global Retail Study found that shoppers in Singapore browse out-of-context, meaning the challenge here is to improve cut-through within a mobile-forward audience. Only nine per cen of shoppers in Singapore browse style and fashion content when they’re shopping in-store, and are more likely to browse tech websites or apps which appeared as the top browsing category in the city. While contextual browsing allows advertisers to reach their audience with relevant content, out-of-context browsing can indicate areas of crossover interest among shoppers, which could be used to inform future brand messaging or media partnerships.