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Consumers are Checking In to Retail Stores

In my previous blog I pointed out that that retailers were not adopting strategies for check in location based marketing. In the blog prior to that I quoted Comstat research that shows that in the first 3 months of this year 16.7 million people check into locations using Foursquare and similar applications, representing 7.1% of the total mobile population. I don’t know what the statistics are for New Zealand, but I suspect the numbers are somewhere between 5 and 7% of the NZ mobile user population.

Comstat also came up with some interesting statistics about the demographics of those users.

Firstly a lot of people think this is technology for men, that they are the geeks, but of course women love to shop, they are social shoppers and as the graph shows, there are in fact more women than men checking in!

The predominant age group should be no surprise, we would expect 18-44 year olds to be the most tech savvy and of course having disposable income for Smartphones which are the predominant mobile used for check ins. Again from Comstat for the first 3 months of this year in the USA Android pipped Apple at 36.6% to 33.7$ of devices used for checking in.

The largest group of users were in full time employment 46.6% and the second largest at 23.3% were full time students.

Just as a footnote to my blog on Group Deals and Bricks and Mortar Business there was an interesting story in eMarketer a couple of days ago. The story contained statistics that from research by Cooper Murphy Copywriters in July this year, 82% of Groupon users expressed dissatisfaction with the level of repeat business they generated from their campaigns and 49% would not use them again. This is interesting when many companies use daily deal type promotions to introduce new customers to their stores.

Of course you know where I am going with this series and that is that Location or Proximity Based Marketing offers far more compelling tools for retailers and other destination businesses to entice people into their premises. Obviously a fundamental component of that is not just how to get them to come to you, but how to get them there when you want them and to have them purchase or consume products or services that achieve your goals. For a retailer that might be those same products you were quitting on a daily deal, but like the Auckland superette owner who has been selling milk at 10 cents below cost as a loss leader, part of the strategy behind that is the opportunity to merchandise other products those same people will buy with a healthy profit margin. If you have an aged stock problem, location based marketing can get people into your store and while they enjoy the low price of your distressed inventory, put something at eye level in from of them that increases the profit of your sale. Cherry pickers do not make you profit.

Likewise if you have a cafe or restaurant, don’t just offer a free coffee with $5 worth of food. Offer it only at times when your business is empty and not to the people who were coming in anyway, they are dealt with using your normal loyalty program. Of course loyalty marketing is also very important and fits into location, but you’re going to have to come back to a future blog for that.

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August 11, 2011 Posted by | Android, Auckland, Business Intelligence, Check Ins, competition, Distribution, foursquare, iphone, lbs, location based services, map tools, Mapping Applications, Marketing, Mobile maps, new zealand, proximity based marketing, Retail, Retail Profit, ROI, Sales, software, Uncategorized | , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

TomTom now has a Kiwi Voice

Over the years many people have mentioned that they wish car navigation devices had a Kiwi accent that they can relate to.  We told you in our September blog that TomTom was running a competition to find that special iconic voice. Well it’s a done deal as told in this NZ Herald article. Ben Harper (no not the musician) has won himself a new Suzuki Swift RS and a new TomTom. We are told that you will be able to download his voice in time for your Christmas road trip.

November 2, 2010 Posted by | car navigation, competition, competitions, driving directions, geosmart, new zealand, new zealand maps, satnav, tomtom | , , , , , , , | Leave a comment

Be the Kiwi Voice of TomTom

TomTom New Zealand is running a very cool competition together with The Edge radio station. Have you ever thought about what you would say if you could control the voice on your nav unit. Move over John Cleese and Homer Simpson bro, it’s time for a Kiwi voice.

Over the next few weeks you have the opportunity to enter a competition which will decide not only whose voice will end up as the voice of New Ziilund, but every day someone will win a TomTom and the grand prize winner will win a Suzuki Swift. You can listen to the entries on The Edge competition page, such as yesterday’s TomTom winner “Sweet As” and the Suzuki is being kitted up as a recording studio and doing a road trip around New Zealand where you can meet it and record your TomTom GPS voice.

The TomTom road trip starts in Invercargill on Monday 4 October and works its way up to Northland on 15 October. You can of course also enter online.

So put on your best Kiwi accent and join the fun.

Carl Fletcher and Vaughan Smith, hosts of The EDGE Fletch & Vaughan show, have already put their hands up to potentially become voices and are excited to find the person to be the new TomTom GPS voice of New Zealand.

“I mean imagine being THE voice that is chosen as most iconically Kiwi, how much of an ego boost is that? Your voice could be the voice that represents all Kiwis and is used worldwide by anyone with a TomTom GPS.  We have so many unique sayings that we can throw in there as well to really Kiwi it up, I mean there’s ‘sweet as bro,’ ‘choice eh’…and then the classics like ‘yeah yeah…nah’.  It’s going to be an epic campaign, with an epic prize to boot,” says Fletch.

Of course TomTom use GeoSmart Maps on their systems, because they have to have the best:)

September 29, 2010 Posted by | car navigation, competition, competitions, driving directions, geosmart, gps, maps, Mobile maps, new zealand, new zealand maps, satnav, tomtom | , , , , , , , , , , , , , , | Leave a comment

AA Traffic is here

For the last year we have been flat out developing our Real Time Traffic solution, aka AA Traffic. This has been a huge undertaking with so many elements involved. As you may know, GeoSmart is a wholly owned subsidiary of the New Zealand Automobile Association. NZAA is the first and only motoring association in the world so far to own a mapping company and thereby have access to its own mapping data and the ability to create solutions.

One of the biggest issues today is traffic and as a motoring association, an incorporated society owned by its members who are motorists, a key concern for it is to keep motorists moving. This presents a problem in a country where there appear to be more cars than people. In Auckland particularly, traffic issues are compounded by the many people who feel that the public transport system doesn’t meet their needs. That’s without taking into consideration the current bus strikes in Auckland which have seen some schools missing 15% of the students today. In August Michael Barnett, Chairman of the Auckland Business Forum quoted comments in the NZ Herald of 10 years ago that then the time-cost to business for Auckland was around $1 billion!

AA Traffic by GeoSmart was not designed to solve problems, rather to inform road users and give them information that will help them decide on their driving route, or perhaps to reconsider whether they want to be on the road at all. The system is to complex to explain, but fundamentally this is how it works.

Data Input

We have established relationships with emergency services, New Zealand Transport Agency, several councils and other organisations who continually feed us with information about accidents, incidents, road works, events and anything  else that could interfere with normal throughput of NZ’s roads. This information is managed by call centre staff who work shifts covering 24 hours a day, 7 days a week. The system is designed to collate all of this information, eliminate false positives, verify the source and quality of the data and much more. We even invite AA Members to tell us about incidents they find, by dialling *223 on their mobiles.

Data Output

The information is then disseminated to be transmitted across many channels. The first ones are AA Maps, which is our flagship mapping site, supporting routing, searching for Points of Interest and much more. What better way to plan your trip or holiday, than to be able view the route, including any traffic issues that might affect you before you drive, then print the route with turn by turn directions, to take for your navigator in the car.

We have totally revamped AA’s Roadwatch website. You can now preset the region that has the greatest relevance to you and by setting up a free AA Maps account, have Roadwatch automatically open to the page in your web browser. This automatically refreshes every 5 minutes to give you the latest information.

We now have additional subscription  services that you can find at the new AA Traffic website. These are Alerts that you can receive by email or direct to your mobile phone. Services available are the Route Alert, Area Alert and Weekend Getaway. If you are an AA Member, you can try the email Alert services for free until the end of the year and if you use a Telecom mobile, you can access the Alert service for free on your mobile until the end of the year.

Of course we are very serious about safety and as we can’t tell whether you are in your car, or driving when you receive our alerts, we place a condition on users of our services, that they do not view them whilst driving.

In addition to these services, we are now sending AA Traffic information directly to compatible car navigation devices. This has significant benefits because if the device knows where you are going and the route you are taking, it is able to alert you about an incident (even if it occurred after you started driving) and offer you an alternative route. The first devices on the market come from Navman. There are a number of other brands of car navigation offering this service on the way. If you are on the road a lot, even if you know how to get to your destination, you can’t know about what’s happening or going to happen on your route. This should be of significant benefit to all regular road users, whether emergency services, trades people, sales people and merchandisers, taxis and many more.

Now of course we want people to know about it and will be running a number of marketing activities to share the word. You can expect to see advertising material about AA Traffic in a range of media and of course we invite you to try it out for yourself.

If you are on Twitter, you can now follows us here, and we al;so have a Facebook Fan Page where we update information and also run competitions and invite people to share their stories or information. If you are on Facebook, why don’t you join in and keep in the know?

October 12, 2009 Posted by | AA Maps, car navigation, competitions, driving, driving directions, facebook, geosmart, gps, location based services, map tools, maps, Uncategorized | , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

Location Innovation Awards Prize Giving

It’s almost over for the first year, the judges are deliberating and we are preparing the Prize Giving Event.

The GeoSmart Event will be held in conjunction with the Wireless & Broadband Forum’s Wireless Wednesday on 18th March. For more information have a look at the competition web site.

The quality of entries has been superb and the judges have been very impressed with the ideas that have come through in all of the four categories. Student entries have also been very good.

Come to the Awards night on the 18th and find out what LBS is all about. Find out how you can participate. Many applications are opportunities for web developers, telecommunications providers, media and advertising companies, brands, tourism, sport, entertainment, the list goes on.

All four categories; Proximity Based Marketing, Location Based Social Networking, Location Based Games and Widgets for AA Maps have been well covered.

The sponsors should be well pleased with the results and will be looking for ways to get involved in this disruptive technology that is going to change many of the ways we do business and interact with each other.  We owe special thanks to Sony Ericsson, MyMobile Magazine, Tomizone, Vodafone, Geekzone, TomTom, the Wireless and Broadband Forum, AA Tourism and Massey University for their support.

Given the success of this event, we have already started planning for the 2010 Location Innovation Awards, so if you wanted to get involved but left it too late, next year’s competition will be even bigger and better.

We hope to see you at the Awards Night, do make sure you RSVP as we don’t want to be turning you away at the door! Details are on the competition web site if we haven’t already sent you an invitation.

locationinnovation1

March 5, 2009 Posted by | AA Maps, awards, car navigation, competition, competitions, education, geosmart, gps, lbs, lbs games, location innovation awards, maps, new zealand, proximity based marketing, satnav, school, social networking, tomtom, Uncategorized, university, web maps | , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

Deadline Extended for the Location Innovation Awards

A number of people have told me that they have not quite completed their entries into the Location Innovation Awards. We want as many entries as possible so we have decided to extend the deadline to Monday 23 February at 5P.M. so if you left it to the last minute and still want a chance at some of those great prizes, get stuck in this week and over the weekend and you still have a great chance to be recognised.

If you haven’t seen them, we have a number of blogs full of ideas including LBS Games, Social Communities, Friend or Buddy Finders, Proximity Based Marketing, and Marketing campaigns for products such as V or ice cream, or summer concerts in parks in conjunction with radio stations.

Wouldn’t you like to be able to help shape the future and know that you played a part in the way technology has been used?

February 17, 2009 Posted by | awards, competition, competitions, geosmart, lbs, lbs games, location innovation awards, proximity based marketing, social networking, Uncategorized | , , , , , , , , , , , | Leave a comment

It’s almost over, get your Location Innovation Awards entries in now!

So you’ve done the thinking, you’ve come up with a great LBS concept and you’ve ticked all the boxes and created your entry documentation for this great competition. You haven’t finished? Well guess what you’re going to do this weekend? You need to hurry up and finish it and get it to us by 5PM on Monday evening or all your hard work will have been for nothing.

Have another look at the Location Innovation Awards website and check out all the great prizes you can win. Wouldn’t you like a free trip to California?

You had a great idea, this is your opportunity to do something with it. It’s free to enter and you may just make a name for yourself and secure an exciting future as well as see your idea become reality.

February 11, 2009 Posted by | awards, competition, competitions, geosmart, lbs, lbs games, location innovation awards, maps, new zealand, proximity based marketing, social networking | , , , , , , , , , , | Leave a comment

Location Innovation Awards Entries to start coming in over the next 2 weeks

It’s not too late to register or enter, but if you are planning to enter the Location innovation Awards, your entry has to reach us by 16 February, a little over 2 weeks away. So far we have 37 entries and we are looking forward to seeing the great ideas that people have come up with about applications they would like to be able to use.

I have just come back from the Location Based Services Forum in Amsterdam and was astounded by the variety of applications being developed in and around Europe, some of which are very exciting and very relevant to New Zealand. I saw some great applications in all the categories in the competition including proximity based marketing, social networking, lbs games and web map widgets.

As you will see on the Awards website, there are lots of great prizes including a trip to the Where 2.0 conference in California in May, only a few months away. So if that sounds like you, check out the website and join in the fun. You don’t have to be able to develop the applicatin, but you do have to be able to think through and document the concepts. Time is running out, so if you have been thinking about it, hurry to the website, register and receive the info pack.

It is free to enter the competition and the only restriction is that you must either be a New Zealand citizen or currently live in New Zealand.

January 28, 2009 Posted by | awards, competition, competitions, lbs, lbs games, location innovation awards, maps, new zealand, proximity based marketing, social networking, Uncategorized, web maps | , , , , , , , | Leave a comment

Location Innovation Awards

The Location Innovation Awards are off to a great start. So far we have had 18 entries in only 3 weeks which is wonderful.

Over the last 2 weeks we have presented to ITC students at Massey Unversity, Raffles College and the Axcel Institute and in each case students were told that they can use their entry as part of their university assignments, which is fantastic. It gives students several opportunities.

  • The can create the future technology they would like to use
  • Use the skills and technology they have studied
  • Gain experience with new tools and concepts
  • Win great prizes including a trip to the 2009 Where 2.0 conference in San Jose where they can mix and mingle with industry leaders such as Google and Yahoo
  • Gain recognition and future career opportunities
  • Potentially create an business for themselves commercialising their ideas

As well as the main prize and four category prizes, we are also offering 3 prizes for the best student entries. There are no age requirements so entries will also be accepted from secondary or other school students.

October 30, 2008 Posted by | awards, competition, competitions, education, gps, lbs, lbs games, location innovation awards, new zealand, proximity based marketing, satnav, school, social networking, university | , , , , , , , , , , , , , , , , , , , , | Leave a comment