The Path to Purchase Institute Adds inMarket Loyalty Data to its Retailer Profiles
inMarket, a leader in 360-degree consumer engagement and insights for the world’s top brands, has entered into a partnership with the Path to Purchase Institute (P2PI), the global association serving the needs of retailers, brands and solution providers along the path to purchase, to incorporate inMarket’s location-based loyalty and dwell time data into its members-only retailer profiles.
P2PI, a RIS sister brand, is a member community that works to elevate the entire consumer goods industry through winning strategies and industry best practices. In partnership with inMarket, P2PI will provide exclusive, location-based retailer insights to their community, offering regularly updated retailer loyalty intelligence that will help their member companies plan their marketing strategies.
Specifically, inMarket will provide reports on loyalty and dwell time for more than 30 major retail chains in the U.S., including Walmart, Kroger and Costco. In its first report exclusive to P2PI, inMarket’s data scientists found that Walmart leads the nation in customer loyalty with an index of 3.46, followed by Texas-based H-E-B (3.08) and Florida-based Publix (3.06). In terms of average dwell time per visit, club stores Costco (41 minutes), BJ’s (38 minutes) and Sam’s Club (37.2 minutes) currently lead the nation, with ShopRite (37 minutes) scoring highest among non-club stores.
Path to Purchase Institute members can now view individual retailer snapshots that will be updated each quarter within the Market Position and Strategy Overview sections of retailer profiles on the P2PI site (p2pi.org). The inMarket location platform is built on first-party data from direct mobile app SDK integrations, reaching a comScore-verified 50 million active devices.
inMarket’s core business is in delivering powerful, placed-based media to this audience, activating shoppers inside the store and throughout the path to purchase. Given its high degree of accuracy and massive scale, inMarket’s first-party data is also relied upon to measure the impact of major industry developments ― like product launches, acquisitions or new advertising campaigns ― on brick-and-mortar businesses.
“The inMarket platform is built with accuracy and actionability as its core focus,” said Cameron V. Peebles, CMO, inMarket. “Whether it’s delivering media for our brand and agency partners or measuring the impact on visitation at real-world businesses, accuracy is absolutely critical. With 100 percent first party data and nearly 10 years of experience in location-based marketing, we’re the platform that people trust for deep analysis in real time.”