Taptap Digital, a global area-based marketing platform powered by location intelligence has announced the launch of Retail Origins, a solution allowing brands to identify aggregated home and work origin areas for store visitors alongside areas where they share visitors with their competitors, all powered by consented and anonymised mobility data. 

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 omnichannel campaigns. 

Retail Origins offers three capabilities: 

• Catchment areas: Rather than proximity or drive-time analysis for store visitation, mobility data is analysed to determine actual visitor origin areas which define a store’s true catchment to drive retention and loyalty. 
• Competitive areas: identify origin areas where visitors are shared with competitors, pointing to where share is at risk or where there is an opportunity to steal share. 
• First-party data integration: onboard business data like loyalty schemes or app installs, to help prioritise areas for even more accurate activations.

"Every consumer action happens somewhere, and Retail Origins transforms this reality into measurable outcomes," said Álvaro Mayol, partner and general manager at Taptap Digital.

"Through advanced technology and innovation, we are now able to acquire a level of intelligence that was previously impossible. By combining visitor data with mobility insights that reveal behavioral patterns and brand affinities, payments and purchase behavior data as well as digital interests and contextual signals from what happens at the point of sale or within the home, Retail Origins enables brands to design truly consumer-centric retail strategies and deliver omnichannel campaigns that connect with the right people, in the right place, at the right moment." 

Retail Origins also features advanced location-based reporting to highlight high-performing areas and guide future investments and strategies. A future enhancement will be the release of Audience Mobility, this capability will expand attribution by analysing mobility behaviour of aggregated audiences exposed to the campaign (across CTV, DOOH, and display), giving marketers even deeper insight into consumer journeys.

Retail Origins is the latest innovation announced by Taptap as the company looks to consolidate its suite of retail solutions. It follows the recent launch of Total Retail, Taptap’s sofa to store retail solution for FMCGs powered by credit card transaction data and store level sales data.

Taptap Digital

Taptap is a predictive advertising platform empowering brands to predict with precision and unlock advertising success at scale. Helping brands find who and where their best customers are and engage them across CTV, DOOH, digital audio, desktop and m...

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