Micro-Target Consumers within Retail Trade Areas

Micro-Target Consumers within Retail Trade Areas

Reach Every Consumer Likely to Visit Your Retail Stores

With the holiday rush right around the corner, retailers in the U.S. and Canada are ramping up production and holiday hiring in the hopes of driving huge holiday/year-end sales.

To drive consumer interest and store visits, retailers need to deploy a multi-channel marketing strategy that is device independent and can deliver custom tailored messaging to targeted audiences within specified retail trade areas. Ultimately, this is to micro-target consumers on the devices they most frequently use and the websites they most frequently visit.

But how can retailers accomplish such a strategy?

The answer: With Semcasting’s Smart Zones’ audience targeting technology and predictive modeling capabilities, retailers can create predictive models for each trade area, giving them a detailed profile of every qualified consumer who is most likely to visit their store(s). This process consists of qualifying consumers based on over 750 demographic and socioeconomic variables including income, discretionary income, family composition, age, ethnicity and preferred media channels.

Using Smart Zones, qualified consumers can then be clustered into sub-zip code and neighborhood-level zones within each trade area. Because Smart Zones is not reliant on cookies or any other tracking technology, nearly 100 percent of qualified consumers within each trade area can have custom-tailored messaging delivered to them through true multi-channel marketing (i.e. direct mail, phone, internet radio, email, display, mobile, video, IPTV and social media). And with no cookies being used, retailers can keep consumer information private and secure without ever sacrificing campaign performance.

In addition, each Smart Zone audience can now be matched to the websites that best align with that audience. It’s called Media Zones. Knowing upfront which websites will drive more interactions with your target audience (before the first dime is spent) is key to optimizing and making your online campaigns as effective as they can possibly be.

Here's a look at some of the benefits of Smart Zones:

• Reach & Scale: 100% reach and scale with no onboarding to 250 million-plus people and 18 million businesses in the U.S. and Canada
• Media Zones: Link audiences to their preferred sites, categories, ad sizes and day/time
• Device Independent: Access to all Internet-enabled devices (i.e. desktops, laptops, tablets and smart phones)
• Cookie-Free Privacy: No use of cookies, tracking or inferred audience segmentation
• Data Rich: Over 750 data variables

To learn more about how to micro-target consumers in the retail industry, visit our Retail page and download our overview.