Echolution launches geolocation digital coupons as footfall driver for travel retail industry
Digital shopper marketing start-up Echolution, has launched a geolocation coupon campaign solution designed to drive footfall and conversion for travel retail brands and retailers. Echolution’s proprietary data-stack technology offers a suite of programmatic advertising tools that allow brand campaigns to be built with target customers in mind.
The new interactive coupon solution draws on Echolution’s creditable branded data sources to offer programmatic targeting designed for a greater level of engagement – and clickthrough. The digital coupons directly target the *48% of consumers who have more propensity to click on a mobile promotion after seeing the same brand in OOH (out of home) advertising.
Echolution already works with luxury brands, domestic retailers and media agencies to provide targeted, demographic deep-dive analytics. The introduction of a dynamic digital coupon promotion allows Echolution to provide greater levels of customer engagement and a call-to-action that delivers more frictionless airport retail experience.
Echolution has an agnostic approach to utilising insights from branded data partners and is equipped with a variety of technology options to support clients in unlocking the value of shopper data.
Echolution’s tiered datastack approach transforms a number of data sources into actionable targeting audiences – from brands’ own web and CRM data, exclusive partnerships with travel booking companies and location data providers to payment platforms’ transaction data.
Accelerated by the Covid-pandemic, the shift to digital shopping behaviour will be key for airports and travel retail operators to upgrade their digital offers. According to travel retail specialist, m1nd-set, more than 60% of passengers say they plan to spend less in physical stores, 58% claiming they are more willing to use digital devices and 89% admitting they want more digital and technology incorporated into the airport shopping experience.
Eamonn Leacy, founder and partner of Echolution said: “As consumer optimism around forward travel bookings begins to rise on the back of the latest positive Covid-19 vaccine news, the ability to target global passengers by origin market and by destination location will be key.
“Driving shopper conversion from pre-travel to in-location via highly targeted, hard metrics will define how travel retail starts to recover. For brands operating in an airport or downtown environment, it will be about really dynamic, creative and engaging mobile campaigns that make the difference between eyeballs on screens and purchase decision.”
“With creditable data providers and globally known media partners we are confident we can deliver the right solution for clients to build data-rich, transparent and streamlined digital marketing strategy. We are able toimprove clients’ advertising performance and ROI in today’s competitive retail marketing landscape.”
Leacy concludes: “Data analytics are at the heart of what we do at Echolution. We aim to provide disruptive targeting campaign ideas to brands and this latest digital coupon solution offers a direct line to increased customer engagement.”
*Consumers are 48% more likely to click on a mobile ad after being exposed to the same ad on an out-of-home advertisement first, according to Nielsen.
