AUGMENTED ADVERTISING Enabling retailers to drive additional revenues from existing store space through targeted digital advertising Augmented Advertising gives retailers the opportunity to quickly grow their earnings from existing store space. The solution works by using Wi-Fi analytics to anonymously gather data on customer behaviour in-store to build rich segment profiles. This includes paths customers take, which categories they dwell at, for how long, and so forth. This behavioural data gives direct answers to the questions below, and helps to multiply the value of in-store advertising space. ü  The optimum locations to place display screens? ü  How to set the price for the ads displayed? ü  Which content to display and when? ü  What was the effect on customer behaviour? THE AUGMENTED ADVERTISING SOLUTION THE WORLD IS DIGITALISING. THE AUGMENTED ADVERTISING SOLUTION COLLECTS REAL-TIME DATA OF CUSTOMER BEHAVIOUR AND OPTIMISES THE PLACEMENT, CONTENT AND TIMING OF IN- STORE ADVERTISING, WHILST QUANTIFYING THE IMPACTS. AUGMENTED ADVERTISING 2 © Walkbase 2015, all rights reserved. ü  Improve ROI on existing store space ü  Create & drive additional revenue streams ü  Save on out-of-store ad media cost ü  Show ads when customers are in the right section of their purchasing journey ü  Increase the relevancy of ads based on real customer behaviour KEY BENEFITS FOR RETAIL CASE-EXAMPLE: GROCERY RETAIL 3 AUGMENTED ADVERTISING © Walkbase 2015, all rights reserved. A retailer has recently purchased end of aisle display screens and wishes to deliver advertisements for products on them. They’ve also installed the Augmented Advertising platform by Walkbase & Samsung, which is being deployed through existing in-store Wi-Fi access points. The retailer will create an advertising inventory for their screens based on the shopper profile data gathered by Walkbase analytics. According to analysis: Shopper A shops Thursday 10am - 1pm and Shopper B on Monday 6.30pm – 8.30pm. The retailer has created these segments using the data from Walkbase Analytics. From the data we can see Shopper B constitutes 12% of all shoppers in store on a Monday at 6.30pm over a six month period. Shopper B followed this path around the store and dwelled for these amounts of time in each area (on average): Fruit and Veg (5mins) Ready meals (3mins) Soups (2mins) Wine (8mins) Toiletries (5mins) Single basket self service checkout Using this data we can make assumptions on the characteristics of Shopper B: Profile assumptions: ü  Single person as they are using single baskets rather than trolley ü  Works in an office as they have come straight after work ü  Time-poor - uses self checkout and shops in the ready meals section ü  Purchases alcohol on a Monday - may have a stressful job For this segment we would sell the following advertising inventory (see table). Aisle Display Advert Why? Fruit & veg Vitamins Single person, spends 5 mins in this section, concerned about health Ready meals Premium wine Premium product to drink with meal Wine Chocolates For after dinner on the couch Toiletries Current affairs magazine To read in bed sales@walkbase.com partners@walkbase.com www.walkbase.com/blog ABOUT WALKBASE Walkbase is the leading in-store analytics and marketing solution for retailers. Based on indoor location technology, the platform provides real-time analytics on customers’ habits so the same level of personalisation can apply in brick-and-mortar as it does online. It analyses in-store customer patterns, measures and optimises the impact of marketing on physical stores, engages customers with personalised in-store marketing, and links the online and offline customer journeys together. ü  Grocery & supermarkets ü  Multi-category stores ü  Shopping centres ü  Department stores ü  Travel hubs ü  Event venues ü  High street retail WHO IS AUGMENTED ADVERTISING FOR? businessuk@samsung.com Samsung.com/uk/business © Walkbase 2015, all rights reserved. ABOUT SAMSUNG ELECTRONICS Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 236,000 people across 79 countries with annual sales of US$187.8 billion.