How is mobile disrupting your sector? And what are you doing to take advantage?

The Covid-19 pandemic was the catalyst for a once-in-a-generation shift in how consumers engage with brands and access products and services. Products that has previously only been purchased in-store were suddenly now delivered to our homes, consumers who would be considered laggards were now embracing video conferencing, and new categories were born as businesses desperately tried to replace their traditional revenues.

Working with our partner, MFour Mobile Research, we recognised the opportunity to measure this seismic shift in consumer behaviour. MFour have the largest Mobile-first panel in the USA and an established business based on Brick & Mortar location data to deliver insights. And, from RealityMine, we are able to bring leading mobile measurement capabilities, which not only show broad usage of websites and apps, but also expose data points of value within apps and websites such as purchases from retailers and ad exposure.

In this context, the Atlas Studio was born – a mobile-first panel combining Brick & Mortar location behaviour with Web & App digital behaviour – a true omnichannel panel designed to measure consumers as they travel across the physical and digital worlds.

Naturally, I was keen to get access to the insight platform ‘Atlas Views’ and understand for myself how subscribers can utilise it to answer their business questions.

To provide focus, I looked at the QSR category. Atlas Views already has an active subscriber base in this area, and the sector has experienced disruption from food delivery apps which are bringing many local restaurants into active competition with QSR brands. This makes it a classic case study of a sector whose model continues to be disrupted.

What I found was a treasure trove of competitive and category data, enabling you to look at:

• How do your brands rank vs. main competitors in terms of restaurant visits and online usage?
• What is the consumer profile of your brands app users vs. Competitor A or Competitor B?
• Which of the delivery apps offer the best match to your brands geographic profiles?
• What is the current overlap between your brands app users and your delivery app partner?

The combination of online and offline is truly unique, but what is remarkable is the depth of understanding that is possible when looking at online behaviour before and during restaurant visits:

• Did you know that the most used app in the 15mins before a visit to a McDonald’s restaurant is the McDonald’s app? Don’t underestimate the value of Click & Collect at the Golden Arches!
• Or that Taco Bell customers use Facebook more than any other app in the hour prior to a restaurant visit?

The opportunities for customer acquisition are really endless: creative media investment, product placement, and partnerships immediately come to mind. No doubt many other strategic and tactical applications would surface when utilizing Atlas Views day-to-day within an organisation. I, for one, am very excited about the opportunities this brings for brands.

Interested in giving it a try? Get in touch via Linkedin Message for your 7-day free trial.