How Connected Retail can help brands monetise the last mile of the purchase cycle

 

After a long pandemic-induced fallow period, retailers within airports are eager to make the most of the surge in travel. The statistics are encouraging — according to research from global marketing execution specialist adm Group, 70% of all people in a travel retail store make a purchase, and 33% make impulse buys. 

 

To help retailers capitalise on these trends, adm Group recently launched ‘Connected Retail’. This retail media solution and network enables brands to create a stronger in-store proposition to drive conversion. It is described by adm Group as an “unique-to-market comprehensive ecosystem that allows complete visibility of data-led insights for point-of-sale (POS) activations that can be tracked and edited in real-time.”

 

Richard Murray, head of growth APAC at adm Group explained, “The checkout counter is a unique location where brands and consumers collide, presenting an exclusive opportunity for businesses to showcase their products and influence purchase behaviour in-store.” Describing how Connected Retail worked, Murray added, “By leveraging digital screens, brands can effectively reach consumers at crucial touchpoints during their shopping journey, ultimately influencing their purchase decisions and enhancing the overall shopping experience."

 

Connected Retail was recently deployed across airports in Australia by Lagardère AWPL Travel Retail in partnership with Mastercard to promote its ‘Priceless’ campaign during the Australian Open. An omnichannel retail journey was created by adm Group for Lagardère and Mastercard, starting with signage outside and in store and culminating in a message encouraging shoppers within airports to use Mastercard over other available payment options. Mastercard customers who crossed a particular spend threshold at the checkout counter, stood a chance to win exclusive Australian Open-themed gifts. Offline and online media were thus seamlessly connected for the Priceless campaign. The results: over 470,000 impressions for Mastercard, and 300,000 views in the first month, and an increased dwell time at activation touch points, adding up to a significant increase in market share.

 

Dan Pike, chief strategy officer, at adm Group said, “Our investment into Connected Retail as an omnichannel solution for our clients is part of our technology first approach to marketing execution. As retail media accelerates and expands, Connected Retail enables our clients to stay ahead of the curve, to enhance their in-store media offering, and create seamless customer experiences, optimising return on investment opportunities.”

 

Mastercard described the solution as “a game changer in point-of-sale communications” and stated, “we are delighted with the outstanding results we have achieved.” Leveraging Connected Retail to elevate its Priceless Campaign during the Australian Open, Mastercard saw ‘an uplift of up to 10% against selected criteria’ and ‘an average order value increase of over 60%.’

 

As revenge tourism creates its own clutter at airports, tourist hotspots and wherever else consumers starved of travel-related thrills gather, solutions such as Connected Retail give marketers and stores a vital edge in every step of the journey — from discovery to purchase.