Industry’s first integration of weather and indoor location data, announced at the Mobile Marketing Association Leadership Forum, enables retailers and brands to drive the highest in-aisle contextual relevance in mobile
NEW YORK — Swirl Networks, Inc. and AccuWeather today announced a groundbreaking partnership that brings the most advanced, real-time weather targeting capabilities to indoor mobile location marketing. Retail marketers using the Swirl platform can now access AccuWeather’s comprehensive data sets, providing the most accurate, actionable weather data available worldwide, to tailor and trigger in-store mobile experiences based on a shopper’s local weather conditions. With this new integration, Swirl becomes the first and only mobile marketing platform to offer targeting based on both weather and indoor location.
Swirl’s mobile presence marketing platform enables retailers to take advantage of a variety of indoor location signals, including Bluetooth beacons, WiFi and Visible Light Communications (VLC) to deliver highly-relevant mobile content directly to a shopper’s smartphone based on their precise in-store location. In partnership with AccuWeather, retailers and brands can now tailor the in-store mobile messages, content and services they deliver based on a variety of local weather data, including weather forecast conditions, temperature, wind, precipitation, UV index, pollen count and more.
By targeting content based on verified indoor locations, as well as weather conditions near a particular store, marketers can deliver more relevant communications that drive higher levels of performance. For example, on days when pollen and allergen counts are forecasted to rise, a pharmacy chain can alert in-store shoppers to the upcoming weather condition and provide information and special offers on allergy relief products to shoppers in the medicine aisle. Similarly, apparel retailers can take advantage of local weather conditions to highlight appropriate products as shoppers move through stores. With the Swirl platform, marketers can preconfigure campaign content based on any combination of in-store location and weather conditions, as well as shopper behaviors including aisle dwell time, recency, and frequency of store visits.
With the first-to-market integration, Swirl platform users have direct access to AccuWeather’s up-to-the-minute database of weather conditions and forecasts for more than two million locations worldwide. Weather targeting is available for campaigns delivered to a variety of mobile audiences, including users of the retailer’s branded mobile app, the AccuWeather mobile app, any third-party mobile app that is configured to work with Google’s beacon services, and Google Nearby notifications – a beacon-triggered notification service enabled on all Android smartphones.
“Weather plays a significant role in influencing consumer purchase decisions, and AccuWeather is at the forefront of delivering the most accurate weather information to consumers and businesses around the globe,” said Hilmi Ozguc, founder and CEO at Swirl. “This partnership brings the power of weather targeting to indoor location in a seamless and automated way. Swirl platform customers now have direct access to localized weather data from one of the most respected names in the industry. We look forward to working with AccuWeather to enable retailers to deliver even greater levels of contextual relevance with their in-store mobile experiences.”
“Retailers and advertisers are constantly looking for ways to engage with consumers in the most meaningful, relevant ways,” said David Mitchell, vice president of digital media, emerging platforms at AccuWeather. “In partnership with Swirl, AccuWeather has combined outdoor weather conditions and indoor location into a powerful new contextual layer for marketers. This new capability is poised to take right time and place marketing to the next level.”
Lloydmedia, Inc is based in Markham, Ontario, Canada, and is a multi-platform media company which delivers a total audience of more than 100,000 readers across four national magazines, three industry directories, and a range of events and online marketing.