Listen to this articleShopAdvisor enables agencies, brands, retailers and shopping malls to power shopping experiences that drive consumers path to purchase in brick-and-mortar locations. The ShopAdvisor platform collects contextualized information on products, shoppers, and retail locations, and applies detailed analytics, which are used to power mobile marketing campaigns that deliver a unique personalized shopping experience for each shopper. By engaging the shopper with contextualized offers on their smartphone, tablet (and even desktop), and presenting them the right product at the optimum time and a path to the nearest retail location where it can be purchased, ShopAdvisor bridges the gap between shoppers and products like never before. Below is our interview with Jeff Papows, CEO of ShopAdvisor:
Q: Who are the primary users of ShopAdvisor and what are some of the key challenges you are helping them solve?
A: The primary users are a combination of agencies, brands, and the retailers they sell through, as well as some other users such as apps and shopping malls. We assist them by powering mobile proximity marketing campaigns that target shoppers in areas where products they are promoting are available and provide critical information that motivates purchases. We provide the shopper with things like inventory availability, the location of an item, how much is in stock, product descriptions, images, and more.
The key challenge for many brands is figuring out how to properly market their products and ensure the highest return on advertising spending (ROAS) possible. Determining media effectiveness combined with contextualization such as geotargeted ads for specific retail locations, is another major hurdle that brands and agencies must overcome. ShopAdvisor uses pre- and post-campaign analytics to maximize campaign ROI by determining things such as which locations to geotarget; what season, month, day or time of day to run the campaign; how to target specific shopper demographics, and more. We also specialize in new product launches, as many of these items tend to be overlooked by shoppers who have not yet been exposed to them.
Our customers span a wide variety of digital agencies, retailers, and CPG brands including: Essence Digital, McCann Erickson, GroupM, Centro, Walgreens, RiteAid, P&G, Dole, Johnsonville, Hefty, DelMonte, Anheuser Busch, Dell, and Pepsico.
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Q: You’ve recently participated in Nielsen’s CoNEXTions: A Consumer 360 Conference; tell us how it went.
A: The Nielsen CoNEXTions conference was a huge success, and we could not have been happier with the outcome of the event. We became an inaugural Nielsen Connected Partner on October of 2016, which enables us to combine our data with theirs to offer our customers the best product information and campaign analysis anywhere.
Nielsen did a great job promoting us throughout the conference as well as introducing us to many attendees so that we could showcase what ShopAdvisor does. The event also included a wide array of very accomplished guest speakers who brought tremendous insight into the world of FMPGs and the outlook of omnichannel retailers in the near future.
This was the first year of the conference, and as it’s going to be an annual event, we look forward to working with Nielsen for years to come and continuing to participate at CoNEXTions.
Q: What are your plans for the coming months?
A: Looking forward, we approach our plans from two different perspectives; our customer’s needs and our vision. The customer is first and foremost, and our goals are to continue providing them with the most comprehensive data and tools to power their campaigns. This includes everything from pre-campaign contextualization to find the best test and control stores, as well as consistent communication through, and then delivering a post-campaign analysis to show customers the campaigns effectiveness as well as the ROAS.
For ShopAdvisor, our most important near term objective is to continuously enhance our ecosystem of data and partners, as we further improve upon our capabilities and enrich our platform of contextualized product, location, and shopper information. For example, we just introduced a new version of our API (version 3.0) which delivers 10 times faster speeds, and has an array of data that is incredibly wide-ranging. We will continue to evolve and expand upon our current operations as the leader in product and shopper data.
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Q: What’s the best thing about ShopAdvisor that people might not know about?
A: Well, I think the first thing is we just need to make more know about ShopAdvisor and what we can do. The second is that we deliver what we say we can do. So often you find companies that tell a great story, but fall short on delivery. That is not the case with ShopAdvisor. I can state unequivocally that we’ve never had a customer tell us that we haven’t deliver as promised, and that’s saying a lot.
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