Location data company InMarket has expanded its Curbside solutions to help brands and retailers meet shifting consumer behavior in today's evolving omnichannel environment. The expansion enables brands to target and engage audiences curbside, and measure the success of their omnichannel marketing efforts across an integrate offering.
The expanded offering follows the general availability of InMarket's “Curbside Audiences” across data management and demand supply platforms in August. With the expansion, the company’s Curbside solutions include:
Expanded audiences: Combining real-world actions and consumer intent, “Curbside Audiences” enable brands to target shoppers based on their past curbside behaviors to deliver more personalized user experiences. Audiences are now available across multiple verticals and brands across big box, quick service restaurants, grocery, department and specialty store channels, and can be custom built to drive incremental purchases and shopper loyalty.
Real-time activation: “Curbside Activation” aims to reach shoppers at the perfect moment during the purchase journey by engaging shoppers with a compelling and interactive “Moment advertisement” right as they arrive at a curbside location. Offers can include incentives on future curbside visits and promotion of add-to-order functionality to increase basket-size.
Attribution: Incorporating robust consumer visit and sales data, InMarket's proprietary Lift Conversion Index (LCI) platform allows brands to understand their influence on the curbside shopper journey from impression to purchase. Brands can now leverage LCI to determine the lift against Curbside Audiences or incorporate InMarket's custom polygon point-of-interest locations to map their specific pickup locations to determine visit lift and return on advertising spend (ROAS).
Robust Analytics: Analytic capabilities include identifying key demographics, attributes, motivations and opportunities for Curbside shoppers in order to anticipate future needs and provide a holistic understanding of the competitive landscape for brands.
"As the retail landscape evolves and COVID-19 cases fluctuate at the local level, brands must adapt by offering services, such as curbside pickup, to meet the consumers' needs and best interests," said David Staas, chief product officer of InMarket said in a recent media release. "Our expanded Curbside offering is designed to help brands connect and engage with consumers around those needs to drive growth, and most importantly allow them to build a better experience for those users throughout the purchase process."
According to InMarket, U.S. shoppers spent $72.46 billion on click-and-collect services in 2020, more than doubling 2019 sales. That figure is expected to rise to $83.47 billion this year. The growing popularity of click-and-collect shopping, including curbside pickup, has been fueled by the pandemic as shoppers continue to seek a safer way to shop. The result has been a growing opportunity for marketers to connect with consumers and offer value throughout the purchase process.
InMarket says its Curbside solutions helps brands “capitalize on this critical touchpoint by enabling dynamic experiences, delivered in real-time to targeted audiences.” The addition of curbside attribution and analytics provides greater insight into omnichannel campaign performance and ROAS.