Listen to this articleShopAdvisor closes the gap between media and retail through mobile shopping experience. ShopAdvisor’s mobile proximity marketing platform delivers a personal shopping concierge for consumers that advises on when, where, and what to shop. Below is our interview with Jeff Papows, CEO of ShopAdvisor:
Q: Jeff, how would you describe ShopAdvisor in your own words?
A: Fundamentally, ShopAdvisor bridges the gap between web commerce, mobile, proximity, and brick and mortar retail. Our mobile proximity marketing platform, data sciences and easy to use app deliver a personal shopping concierge for consumers that advises on when, where, and what to shop. Shoppers can save items they love and be alerted when the time to buy is right, saving time and money.
Q: Could you explain the function and advantages of your mobile proximity platform?
A: ShopAdvisor provides the tools, technology, and data science needed to create, manage, and analyze omni-channel proximity marketing campaigns. Our Shopping Intelligence Suite enables the creation of sophisticated campaigns involving mobile-proximity and personalized content over time. From the development of native-ad campaigns to the design, deployment and management of in-store beacons, we work with our clients – media/publishers/content owners — to create successful end-to-end campaigns that deliver unprecedented results to retail and brand advertisers.
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Our Shopping Intelligence Suite and consumer app provide the following:
Product Intelligence – Understanding how users interact with digital platforms drives decisions for everything from editorial content plans to integrated ad programs. Although traditional analytics, user profiling and content tagging can provide actionable insights into an audience, more often than not. these methods lack a deep understanding of the underlying content. ShopAdvisor’s product database contains detailed metadata and near real-time pricing on more than 210 million products from more than 16,000 retailers. Our technology integrates directly with it customer’s digital marketing platforms to extract purchase intent by capturing signals from the products their customers interact with. This data can be integrated with existing analytics to add brand and retailer affinities, category preferences, product purchase intent, price sensitivity and more to customer segments.
Location Intelligence – Our location Intelligence technology integrates with mobile platforms to make split-second decisions based on the user’s location, preferences, product affinities, and more. ShopAdvisor doesn’t just decide when to send a message, it also decides what to send the user to maximize the chances of a drive-to-store purchase. ShopAdvisor uses mobile proximity triggers such as geofences, beacons, and GPS to deliver highly personalized alerts and offers that engage consumers when they’re a few blocks away, in the mall parking lot or even in the store aisle.
Content Intelligence – Session Length and pageviews are the two most important metrics for any digital content platform. The longer consumers stay, and the more pages they view, means more revenue potential. ShopAdvisor’s Content Intelligence technology integrates with digital platforms to manipulate product mentions in real-time based on a customer’s purchase intent profile and product affinities. Content is still king, and targeted content that appeals to customer’s increases pageviews, linger time, and interactions, driving higher conversions for advertisers, and more revenue for you.
ShopAdvisor App – Although our customers are publishers, content owners, brands and retailers, our customer’s customer is the consumer. For them we provide the ShopAdvisor app which is available for free from the Apple App Store and Google Play.
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Q: Who is your ideal customer and why?
A: ShopAdvisor counts among its customers many of the most innovative media, brands and retailers who are redefining their relationships with their customers through their Powered by ShopAdvisor mobile proximity marketing campaigns. Our customers include Cosmopolitan, Marie Claire, Vogue, People Stylewatch, Elle, Real Simple, Men’s Health, This Old House, Cooking Light, Vince Camuto, Levis, Guess, Barnes & Noble and many more.
Q: What are main benefits for brands?
A: Assuming that we’re talking about brand manufacturers and retailers the ultimate benefit is that we drive instore visits by consumers and increase purchases by orders of magnitude higher than accepted industry standards.
For example, the Powered by ShopAdvisor campaign we did for Elle Magazine, which included retail brand advertising partners Vince Camuto, Levi’s®, GUESS, and a strategic partnership with Barnes & Noble, spanned more than 800 locations across the country and reached nearly a half million shoppers. In just five weeks the program resulted in 106 times more shoppers visiting a participating store, compared to typical mobile advertising programs.
In fact, this program was so successful that is was covered in the New York Times.
With industry research showing that anywhere from 92 – 94% of all retail purchases still take place in brick and mortar stores, our ability to take consumers from clicks to bricks is an incredibly powerful value proposition for brands.
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Q: What are your plans for next four months?
A: We’re extremely busy on several fronts. First, the customer demand we seeing coming out of the holiday shopping season, which was further fueled by the overwhelming success of our Powered by ShopAdvisor campaign for ELLE magazine, is keeping us incredibly busy. Secondly, we’re ramping up our sales and marketing. For a while the company had been somewhat under radar until the last quarter of 2015. Until then we had been focusing on our platform and working with our customers to ensure their success. In 2016 you will see us be much more visible across several marketing channels. Finally, I am very busy fielding calls from prospective investors who are amazed at what we’re doing with our customers and how far ahead of the competition we are. They want to help us accelerate our business and we’re listening.
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