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Aimed at bricks-and-mortar mass market retailers with high visitation frequency like grocery and QSR brands, Retail Origins enables more informed planning, activation and reporting for retail campaigns using deterministic mobility data that maximises the effectiveness and efficiency of media investment.

Rethinking Retail Intelligence: Why 'Where' Matters

It is important to go beyond simple drive times or radius-based models when looking to understand where visitors come from. Retail Origins analyses mobility data to understand the real movement patterns of store visitors. Not only can this distinguish between where people live, where they work in relation to a brand’s store, but it can also see their visitation behaviour to competitor stores and other points of interest. Retail Origins identifies true catchment areas that allow brands to nurture and grow loyalty and competitor areas that allow brands to steal and grow share.

From Visitor Data to Measurable Outcomes

Retail Origins offers three capabilities:

• Catchment Areas: Mobility data is analysed to determine actual visitor origins which define a store’s true catchment. Each store will receive metrics that include visit volume, corresponding households and frequency. Rank or combine catchments across stores, tailor the media mix and deliver area-based omnichannel campaigns that strengthen loyalty and grow average order value. 

• Competitive Areas: Identify origin areas where visitors are shared with competitors, pointing to where share is either at risk or where there is an opportunity to steal share. Catchment areas identified for a brand’s stores are scored against those catchment areas of competitors where there is overlap. Competitor scores identify who is winning or losing within those origins areas where visitors are shared. From there, narrow or broaden the set of areas for activation depending on the total number of visits or budget available to run more targeted omnichannel campaigns where with the best chance to steal share. 

• First-party data integration: onboard business data like  loyalty schemes or app installs, to help prioritise areas for for even more accurate activations.

  
  

Activating the Right Message, in the Right Place, at the Right Time

Retail Origins doesn’t just help identify the areas to activate, it leverages Taptap’s Real-life Contextual capabilities to decide when trigger them and select the best combination of media channels for that moment across CTV, prDOOH, desktop and mobile.

For example, consider a QSR brand looking to win share from competitors with a campaign targeting where visitors work. The first step is to prioritise the competitive areas with higher density of offices and competitor restaurants. Then, using on and offline datasets a contextual scenario can be created to trigger campaign activation at the most impactful moments e.g. when mobility is high during weekday commuting and meal times where people are considering food options, when weather is good and they’ll more likely be outside and/or food-related social media activity increases that signals interest. 

The next step is to match the media channels to the affinity with your audience and the contextual scenario. In high-affinity areas prDOOH is recommended along commuter paths with lunch/after-work creatives for efficient reach. In lower-affinity areas where you still have a high volume of your audience online video and display is recommended to keep up targeted presence and frequency. 

Smarter Reporting That Fuels Future Growth

Retail Origins does not stop at activation. Its powerful reporting uncovers which areas drove the highest performance, allowing brands to replicate success, explore geo-lookalikes, and expand with confidence. By profiling high-performing areas with demographic, behavioural, and transactional data, brands can define templates for future success and refine their campaigns accordingly. 

Upcoming enhancements include Audience Origins analysis which adds a new layer of insight by helping marketers further understand their audience by analysing real world mobility behaviour post campaign exposure regardless of the channels used. 

To find out more about Retail Origins and receive exploratory analysis of your visitor mobility, contact Taptap today.

This PR has been published in Spanish by:

• Programmatic Spain: https://www.programaticaly.com/otras-noticias/taptap-digital-lanza-retail-origins-ayudar-retailers-ganar-su-mercado-datos-movilidad

• Programmatic Mexico: https://www.linkedin.com/posts/programmatic-mexico_taptap-digital-lanza-retail-origins-para-activity-7395225302697947136-eWvJ/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAZGXwIBtU5mX9QPbnfr405s4pFepMVtBDA

Keywords: Retail Origins, catchment areas, location intelligence, omnichannel advertising, visitor origin data, QSR marketing, grocery retail marketing, Taptap Digital.