inMarket provides digital advertising prowess for offline brands and retailers, helping these partners to create strategic proximity campaigns that employ store-level data from first-party beacons. With access to first-party, full cycle location data from over 50 million anonymous consumers per month, inMarket powers ad products that reach people across digital channels during the moments that matter most. The creative in this campaign specifically focused on helping consumers to find the 99 Cents Only Store that was closest to their location. By understanding the target demographics shopping patterns and cycles, inMarket was able to reach these shoppers during the days leading up to their next shopping trip -- delivering the ad when the shopper was most likely to be out shopping (or planning to shop) and reinforcing that the 99 Cents Only Stores were nearby and open for business.

The concept is simple: If you reach consumers when they’re either 1. Actively planning their shopping trip or 2. Actively shopping, your branded engagements will resonate better (versus while they’re at work or relaxing at home) because the shopper is more receptive.

Using first party, sensor-level location data from the world’s largest beacon platform at retail, inMarket is able to understand shopping habits and patterns, enabling brands to segment audiences like the Hispanic market that 99 Cents Only Stores wished to reach; and predictively reach those shoppers via mobile during their most receptive moments -- before and while shopping.

inMarket used Preceptivity -- its predictive advertising product using offline store visit history -- to predict when shoppers were “due” for a store visit and most receptive to brand messaging. inMarket then engaged consumers via mobile in advance of that store trip with custom messaging from 99 Cents Only Stores -- to ensure the retailer was on that shopper’s mind. Messaging was contextual, properly timed, and location-based, and reached the highly valuable mobile-first consumer in 99 Cents Only Stores’ target audience.

The beauty of mobile proximity is that it’s highly measurable. inMarket was able to quantifiably increase foot traffic, surpassing campaign benchmarks by a wide margin. Overall, foot traffic to 99 Cents Only Stores retail locations in key markets rose by an average of 53% during the campaign period versus store averages. The highest increase in foot traffic for an individual store was a whopping 186% versus the store’s average. Overall, inMarket boosted 99 Cents Only Stores across the mobile medium, accelerating the company's reach and helping the retailer to better understand foot traffic patterns based on things like day of the week or type of location.