Just published on Think with Google - Mobile & Retail - This is the year of the supershopper. These savvy consumers have embraced mobile shopping, are open to new brands and products, and are turning to their devices for information and inspiration. Read more.

Just published on Think with Google - Holiday & Mobile. People around the world have transformed into supershoppers seemingly overnight, thanks to instant access to unlimited inspiration and information. We've uncovered the traits that define this new supershopper. Here's how to capture their attention this holiday season - Written by Julie Krueger, Retail Industry Director at Google (Oct 2016). Read more. 

It's no secret that companies, brands, and retailers are deploying beacons by the tens of thousands. The majority of the use cases we read about focus on one primary use case for beacons: the push notification. Walk in to a store, have that store's app on your phone, the app detects the beacon, the app sends you a push notification based upon that beacon bump. This type of marketing, when done right, holds big potential for mobile marketing. We believe that there's even bigger potential to use beacons for two different reasons. Retargeting Attribution Because beacons work passively in the background, they enable companies to build bigger audiences. Using lat/long to place someone at a location typically requires that person to pen their phone at that location. Even then, the accuracy is pretty poor. There's a key point here: beacons build bigger audiences than lat/long. We analyzed visitors to the retail locations of the four major mobile carriers: Verizon, AT&T, Sprint, and T-Mobile. The result are pretty incredible. Verizon, which has beacons installed nationwide, builds audiences that were 200-300% larger than their peers. So what?

Holiday shopping has triumphed as a long standing tradition, proving to be the most crucial time of year for marketers, advertisers, and shoppers alike. As the year of 2015 comes to a close, shopping online and in-store are officially no longer separate activities; rather, they are one in the same. Omnichannel now rules in how consumers research, spend, and save. 

To better understand the consumer’s shopping activities for the upcoming holiday season, RetailMeNot, Inc. partnered with Placed Inc., the leader in location-driven insights and ad intelligence. In this independent study commissioned by RetailMeNot, Placed surveyed over 10,000 consumers from its mobile audience on their upcoming planned holiday shopping activities. The findings equip retailers with insights to successfully influence the omnichannel shopper and their purchasing behavior this holiday season.

Download for the full study.