1. Revolution in Physical Retail
Mobile changes the game for the other 92%
Andris K. Berzins
Chief Commercial Officer
@akberzins / @walkbase

2. A new generation of
marketeers have become data
junkies
@akberzins @walkbase

3. But even after 20 years
of e-commerce, offline
rules
Sales offline in
physical stores
92%
Purchase decisions
made in-store
80%
Sources: Forrester Online Retail Forecast, March 2013 @akberzins @walkbase

4. Some retail categories
have been decimated…
@akberzins @walkbase

5. 84%
of smartphone
shoppers use
phone in-store
to help shop
Now mobile is changing
the game for all offline
sales

6. But retail store presence is
missing from most sales
funnels
@akberzins @walkbase

7. Leveraging Wi-Fi in Smart
Phones for Retail Analytics
WLAN-enabled
smart phones
identified and
tracked in stores
Detailed data
and analytics on
shopping behavior
of customersIntegration to 3rd
party solutions:
-Google Universal Analytics
-Business Intelligence
-Smartphone apps (real-time API)
API
@akberzins @walkbase

8. Anonymous Consumer
Behaviour Analytics
@akberzins @walkbase

9. Understanding real footfall
impact of marketing
campaigns
Yhteenveto - Shopbailut 3.-10.4
Edellinen viikko 27.3.-2.4.
Shopbailut 3.-10.4.
Seuraava viikko 11.-17.4.
Shopbailut 3.-10.4.
Suositut reitit, Shopbailut 3.-10.4.
@akberzins @walkbase

10. Measuring Window Display
Effectiveness
Measure different shop
window layouts
to identify which
captures the most
customers from the
street.
Test and
benchmark
Measured, optimized
substantially
more customers
generated in the stores.
@akberzins @walkbase

11. Opt-in Based Analytics and
Real-time Marketing
Opportunity
@akberzins
@walkbase

12. Takeaways
1 Mobile changes the game for retailers and brands
2
Wi-Fi is the infrastructure of choice for the “last meter” and in-store
communication
3
Measuring foot traffic behavior is the missing link in sales funnel marketing
analytics
4
Wi-Fi based anonymous retail analytics offers a much better picture of
consumer behavior
5
With an opt-in, advanced cross-channel analytics and real-time in-store
marketing possibilities are possible
Andris K. Berzins, Chief Commercial Officer
andris@walkbase.com
Twitter: @akberzins / @walkbase