Julie Bernard of Verve talks about her passion of driving foot traffic.
“That’s what converts the casual window shopper into a loyal customer,” said Bernard, who took the reins as CMO of location-based mobile ad platform Verve Mobile on Monday after more than seven years at Macy’s in several exec roles, most recently as SVP of customer strategy, loyalty and credit marketing.
Retailers have recently started using location-based ad tech in their constant journey for conversions and retentions.
Even though BIA/Kelsey predicted that mobile location-targeted ads will account for more than 52% of overall mobile ad spend by 2018, “it’s only really this year that the market recognized that location is the sweet spot of mobile advertising,” said Bernard’s new boss, Verve CEO Nada Stirratt.
According to estimates from BI Intelligence, app install ads were responsible for roughly 30% of mobile ad revenue, which clocked in at around $3.6 billion in 2014, but the role of mobile in driving visits and customer engagement is indisputable, Bernard said.
“It doesn’t matter if we’re talking about a new appliance, lumber for a new deck or a new handbag, consumers still love the experience of shopping in-store,” Bernard said.
“We’re seeing so many retailers making major investments in data and analytics capabilities to draw deeper insights about their consumers,” she said. “That allows them to deliver value to their customers on their phone in a retail location.”
Proximity marketing might not be the right fit for every brand, but Bernard advocates a test-and-learn philosophy before ruling beacons out.
“This is a fast-evolving space with new opportunities being brought to bear almost quarterly,” she said. “Don’t close your mind. Learn about it for yourself, test it out and observe the results of your own campaign executions.”
“New data is being invented daily, but you don’t need all of it all the time, rather, the right data at the right time,” Bernard said. “It comes back to looking at the data that can help a company deliver the relevance consumers are seeking and expecting.”
In most cases, that can be a simple value exchange.
Bernard said. “But it’s not just about traditional retail. Automotive, hospitality, QSR – it’s all about driving the visit and the transaction, it doesn’t matter where.”
For more information on how to implement these strategies into your dealership’s mobile ad campaigns, contact Elena Ciccotelli at email@example.com for a free consultation.