Data on Beacon Deployments in Retail – Part II

Continuing on from our previous post, in which we highlight data about beacon deployments and location data in retail, we share a few more insights. To get the full report, the PDF version of the “Mobile Location and the Tale of Retail” webinar, download it here.

Let’s start by revisiting which types of retail locations see the most activity. In the chart below, grocery stores see a ton of activity. That is, we’re showing the percentage of mobile devices seen visiting¬†grocery stores over a 30 day period. This data is sourced from beacon bumps, GPS, and wifi data. Perhaps it’s no surprise to many the high traffic that grocery stores see. My family of five visits daily, and sometimes twice in one day.

Compare that to shopping malls, which only see 2.9% of visits when measuring retail.

The interesting analysis here is that shopping malls have been a primary deployer of beacons, with grocery stores only representing single digit percentages of overall beacon deployments. This highlights that grocery stores have a big opportunity to take advantage of beacon data given their high traffic. Specifically, more beacons in more grocery stores brings more accurate and precise foot traffic and audience measurement capabilities. The chart also hints that perhaps shopping malls have over-invested in beacon technology versus the benefit they’re able to derive from their beacons.

The key takeaway here: smart marketers will increasingly use location data signals from all sources to better understand their audience, measure foot traffic, and reach consumers at key moments, both in the moment and after the visit. A baseline understanding of the role that location data plays forms the foundation for any mobile strategy.