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How do Consumers Respond to Closely Positioned Mattress Firm Locations?

October 10, 2018 Posted by Blog 0 thoughts on “How do Consumers Respond to Closely Positioned Mattress Firm Locations?”

Q: What are the shopping behaviors of consumers that visit Mattress Firm locations that are on the same corner/nextdoor/in the same shopping center?

A: Consumers do not typically visit multiple locations of the mattress retailer.

According to the Better Sleep Council, mattresses should be replaced every 7 years. With such a slow purchase cycle (under even the best of circumstances), it seems excessive that Mattress Firms often are found clustered in the same shopping centers and intersections.

We decided to look at an intersection highlighted by one reddit user in Schaumburg, Illinois:  Link:I found a Mattress Firm next to a Mattress Firm next to a Mattress Firm across from another Mattress Firm. In fact, Schaumburg is home to 20 Mattress Firm locations in a 10 mile radius. With a population of just over 70,000, this Chicago suburb consists of about 30,000 households. Averaging just about 3 people per household ideally replacing their mattresses every 7 years, Schaumburg doesn’t need a mattress store on every corner.

The question on our minds is: What can we learn about Schaumburg and their many Mattress Firms?

We analyzed four mattress retailers that are all located on the same corner in Schaumburg, Illinois. Three of the neighboring retailers are Mattress Firms, and one is American Mattress. Mattress Firm Schaumburg and Mattress Firm Schaumburg Corners are in the same shopping center. Mattress Firm Clearance is across the street. American Mattress is next door to Mattress Firm Clearance.

Shoppers don’t visit multiple Mattress Firms

When looking at where shoppers go two hours before and after visiting one of the Mattress Firms at the corners of Roselle and Golf Road, we found that they typically did not visit another Mattress Firm during the same shopping journey.

Mattress Firm shoppers were slightly more likely to visit the competitor American Mattress (6%), but only if they had visited the neighboring Mattress Firm Clearance store, which is right next door to American Mattress.

Mattress Firm shoppers aren’t in the market for other furniture

It’s our goal to understand the typical shopping journeys of visitors to Mattress Firm and American Mattress. With this in mind we expanded our analysis to identify retailers that shoppers were more or less likely to also visit when compared to the average American consumer.

We found that Mattress Firm shoppers don’t tend to visit furniture retailers any more than the typical shopper. In comparison, visitors to their neighboring competitor American Mattress are more likely to visit other furniture retailers. American Mattress shoppers are almost 5 times more likely to visit Bob’s Discount Furniture than the average American consumer.

Interestingly, Mattress Firm shoppers are over twice as likely to visit Buddy’s Home Furnishings (68.69%) than Rent-A-Center (31.96%). We recently conducted an analysis of the two “rent-to-own” retailers following the announcement that Buddy’s controlling shareholder Vintage Capital Management is planning on purchasing Rent-A-Center. Please click here to view our findings!

Key Insights:

  • American Mattress shoppers are 484.11% more likely to visit Bob’s Discount Furniture than the average American consumer. (Mattress Firm shoppers are no more likely than the average consumer to visit Bob’s)
  • Mattress Firm shoppers are 134.39% more likely to visit Ethan Allen than the average consumer.
  • Mattress Firm shoppers are over twice as likely to visit Buddy’s Home Furnishings (68.69%) than Rent-A-Center (31.96%).
  • 6.33% of Mattress Firm Clearance shoppers visit American Mattress (next door) in the two hours before/after visiting Mattress Firm Clearance
  • 3.52% of American Mattress shoppers visit Mattress Firm in the two hours before/after visiting American Mattress
  • We found similar demographic profiles between Mattress Firm and American Mattress consumers, with fairly equal distributions in age, education, income, and economic factors. The race of consumers to both retailers varied slightly. Visitors to both retailers are predominately white or Hispanic, though Mattress Firm shoppers include about 14% more Hispanics than American Mattress.

LA to Las Vegas by Train? Victorville Station Fits The Bill

October 2, 2018 Posted by Blog 0 thoughts on “LA to Las Vegas by Train? Victorville Station Fits The Bill”

Q: What are the top Southern California zip codes Vegas Visitors originate from and how close are those zip codes to Victorville (the proposed station site)?

A: Victorville is a fairly convenient placement for a station. 25% of the top zip codes are under an hour or less drive time to Victorville, which is already on the route they’d be taking to Vegas.

Recently, Brightline, known for their express intercity higher-speed rail system in Florida, acquired the rights to the XpressWest project, a plan to build a high-speed train between Las Vegas and Victorville. The route often described as “too long to drive, too short to fly,” would start with a Victorville station, with plans to expand into Los Angeles in the future.  

Our team analyzed the likely zip codes of origin of visitors to the Las Vegas strip and ranked the top 20 California neighborhoods Las Vegas visitors are likely from. We compared that list of neighborhoods to the approximate time it would take to drive to Victorville.

We found that 25% of the top zip codes are under an hour or less drive time to Victorville, which is already on the route they’d be taking to Vegas.

Top 20 zip codes of California Vegas visitors:

Rank Zip Code City/Neighborhood Drive time to Victorville (Approx.)
1 90045 Del Aire, CA, Inglewood, CA 1 h 48 min
2 90028 Hollywood 1 h 32 min
3 92336 Fontana, CA, Nealeys Corner, CA 43 min
4 94102 San Francisco, CA 6 hr 28 min
5 92101 San Diego, CA 2 h 25 min
6 90046 West Hollywood, CA 1 h 40 min
7 92802 Anaheim, CA 1 h 18 min
8 94109 San Francisco, CA 6 hr 28 min
9 90650 Norwalk, CA 1 h 23 min
10 90250 Hawthorne, CA, Del Aire, CA 1 h 44 min
11 92683 Westminster, CA, Seal Beach, CA 1 h 26 min
12 91710 Ontario, CA, Chino, CA 48 min
13 92880 Eastvale, California, CA, Corona, CA, Anaheim, CA, Chino Hills, CA, Chino, CA, Norco, CA 1 hr
14 90805 Long Beach, CA 1 hr 44 min
15 91709 Chino Hills, CA, Sleepy Hollow, Chino Hills, California, CA 1 hr 6 min
16 91342 Los Angeles, CA, Kagel Canyon, California, CA 1 hr 33 min
17 90069 West Hollywood, CA 1 h 40 min
18 90044 West Athens, CA, Westmont, CA 1 hr 41 min
19 92345 Hesperia, CA, Lugo, CA 13 min
20 92335 Fontana, CA, Bloomington, CA, Kaiser, CA 43 min

 

 

Last Minute Costume Shoppers Visit Pop-Up Shop “Spirit Halloween”

September 27, 2018 Posted by Blog 0 thoughts on “Last Minute Costume Shoppers Visit Pop-Up Shop “Spirit Halloween””

Q: What is the consumer profile of Spirit Halloween shoppers and when do they visit the pop-up retailer leading up to Halloween?

A: We found that foot traffic was greatest on October 28, 2017, the Saturday before Halloween.

Last minute costume shoppers visit Spirit Halloween

Foot traffic to Spirit Halloween locations was higher on weekends than during the week, and peaked on October 28, 2017, the saturday before Halloween.

Last minute, but still “Bargain Hunters”

By comparing Spirit shoppers to our comprehensive audience parameters, including location visits, app usage, and more, we determined that 21% are considered “Bargain Hunters.” Additionally, they are 56% more likely to visit Target over Walmart.

Will JCPenney’s Marketing Shift from Millennials to Mothers Resonate?

September 24, 2018 Posted by Blog 0 thoughts on “Will JCPenney’s Marketing Shift from Millennials to Mothers Resonate?”

Q: How do JCPenney shoppers compare to that of shoppers who visit retailers most often associated with millennials or mothers?

A: In looking at the three groups of shoppers, there is little difference in audience types. The shopping habits of visitors to retailers typically associated with mothers do not match that of JCPenney visitors.

In an effort to increase sales in recent years, JCPenney developed a new, “younger” brand identity and marketed towards millennials. The abrupt shift away from the brand’s older core customers led some to criticise ex-CEO Ron Johnson, a strategy that was not course-corrected by his successor, ex-CEO Marvin Ellison, who resigned in May 2018.

Now the brand seems to be shifting back to its previous consumer base. “After spending the past few years chasing after millennials, J.C. Penney Co. executives say they are now focused on wooing another elusive group: middle-aged moms,” according to The Wall Street Journal.

In order to understand the relationship JCPenney has with millennials and mothers, our team analyzed the shopping behaviors of visitors to brands typically associated with each group. For the purposes of this study, visitors to retailers like White House Black Market, New York and Company, Banana Republic, and Gap were classified as “mothers” and visitors to H&M, Forever 21, Urban Outfitters, and Hollister, were classified as “millennials.” Devices identified as employees were screened out of the analysis.

Mothers and millennials are more likely to visit Nordstrom and Bloomingdales than JCPenney’s shoppers

JCPenney shoppers are no more likely than the average population to shop at Bloomingdales. Mothers, on the other hand, are 3x more likely and millennials are 2x more likely to visit Bloomingdales than the average American consumer. JCPenney shoppers are 122.23% more likely to shop at Nordstrom than the average population, but are significantly less likely to shop at Nordstrom than Middle-Aged Brand Shoppers (247.56%) and Millennial Shoppers (230.96%).

Similar Consumer Profiles Suggest Successful Merger of Rent-A-Center and Buddy’s Home Furnishings

September 20, 2018 Posted by Blog 0 thoughts on “Similar Consumer Profiles Suggest Successful Merger of Rent-A-Center and Buddy’s Home Furnishings”

Q: Would Rent-A-Centers be a good fit under Vintage Capital Management (the controlling shareholder of Buddy’s Home Furnishings, a competitor of Rent-A-Center)?

A: Yes, Rent-A-Center shoppers have similar demographic profiles and audience affinities to Buddy’s Home Furnishings shoppers. Also, they are equally likely to shop at budget retailers like Family Dollar, Dollar General, and Food 4 Less.

With the news that Rent-A-Center is planning to sell to Vintage Capital Management, the controlling shareholder of competitor Buddy’s Home Furnishings, our team compared consumer profiles of the two “rent-to-own” retailers to determine if the merger will be a good fit.

More Hispanics shop at Rent-A-Center than Buddy’s

We uncovered similar demographic profiles between Rent-A-Center and Buddy’s Home Furnishings, with fairly equal distributions in age, education, income, and economic factors. The race of consumers to both retailers varied slightly.

We found that visitors to both retailers are predominately white or Hispanic, though Rent-A-Center shoppers include about 10% more Hispanics than Buddy’s. 41% of Rent-A-Center shoppers are white and 37% are Hispanic. 48% of Buddy’s shoppers are white and 25% are Hispanic.

On average, a little over 75% of shoppers make less than $75k a year and the median household income is between $46k and $47k.

Rent-to-own shoppers are “Bargain Hunters”

By comparing Rent-A-Center and Buddy’s shoppers to our comprehensive audience parameters, including location visits, app usage, and more, we determined that more than a quarter of both groups of consumers are considered “Bargain Hunters.” Additionally, less than 4% are online shoppers.

Shoppers also visit Family Dollar and Dollar General

When compared to the average American consumer, Rent-A-Center and Buddy’s shoppers are more likely to visit budget retailers like Family Dollar and Dollar General.

Key Takeaways

  • Rent-A-Center typically has about 10% more Hispanic shoppers than Buddy’s Home Furnishings.
  • Over 75% of shoppers to both retailers make less than $75k a year.
  • On average, 27% of shoppers to both retailers are “Bargain Hunters.”
  • On average, shoppers to both retailers are 147% more likely to visit Family Dollar and 113% more likely to visit Dollar General.

Not All Fun and Games: Mobile Data Reveals Further Insight into Who will Take Over the Toy Biz

September 13, 2018 Posted by Blog 0 thoughts on “Not All Fun and Games: Mobile Data Reveals Further Insight into Who will Take Over the Toy Biz”

 

When Toys R Us announced that it was closing all of its 800 U.S. locations back in March, we conducted an analysis revealing what brands Toys R Us consumers are more or less likely to visit in order to predict where they’d shop once the big box retailer closed for good. We focused on retail giants Target and Walmart, and found that Toys R Us shoppers were 1.7x more likely to visit Target over Walmart.

With the news that Toys R Us is closing at the end of this week, a wild card has emerged: Party City. The party supply retailer has announced that it will open 50 temporary ‘Toy City’ pop-ups across the U.S. in an attempt to capture holiday toy shoppers (cue a collective sigh of relief from shopping centers looking to fill the retail spaces Toys R Us is leaving behind).

 

Toy City: Will Toys R Us Shoppers Make The Move?

 

First we looked looked at the demographic profiles of Toys R Us and Party City shoppers by analyzing mobile location data across our platform. Overwhelmingly we found that their demographic profiles are astoundingly similar.

We found that shoppers that visit both retailers have similar ethnicities, ages, incomes and education levels. In an article by RetailDive highlighting our demographic research, this potentially reveals that “Party City might be uniquely positioned to pick up some toy sales as Toys R Us winds down.”

An interesting aspect of our research revolves around the likelihood that Toys R Us and Party City shoppers will visit other retailers when compared to the Average American consumer. Much like the similarities we found in demographic profiles between the two, their consumers share similar shopping patterns. Consistent with our earlier analysis, we found that both groups of consumers are likely to visit big box retailers, and that there is very little difference between those likelihoods.

  • Toys R Us shoppers are 7% more likely to visit BJ’s Wholesale than Party City shoppers
  • Party City shoppers are 10% more likely to visit Target than Toys R Us shoppers
  • Party City shoppers are 15% more likely to visit Costco than Toys R Us shoppers
  • Toys R Us shoppers are 6% more likely to visit Sam’s Club than Party City shoppers
  • Toys R Us shoppers are 9% more likely to visit WalMart than Party City shoppers

 

Unsurprisingly, both groups of consumers are more likely to also visit kids retailers like Once Upon A Child, Buy Buy Baby, and the Disney Store. A key difference that surprised us, however, was that Party City shoppers are slightly more likely to visit the majority of kids retailers when compared to Toys R Us shoppers. If Party City shoppers already tend to shop for children’s items, perhaps the party supplier retailer is already primed to take over a major portion of Toys R Us’ market share.

 

  • Party City shoppers are 23% more likely to also visit Once Upon A Child than Toys R Us shoppers
  • Party City shoppers are 12% more likely to also visit Carters than Toys R Us shoppers
  • Party City shoppers are 16% more likely to also visit Buy Buy Baby than Toys R Us shoppers
  • Toys R Us shoppers are 37% more likely to also visit Build A Bar than Party City shoppers
  • Party City shoppers are 26% more likely to also visit the Disney Store than Toys R Us shoppers

 

Right Place, Right Time, Right Consumer

 

Party City, a retailer whose shoppers typically match the demographic and behavioral profiles of Toys R Us shoppers, is in an interesting (and seemingly lucrative) position to be a major player in the 2018 holiday shopping season.

 

Want to read more about our original analysis? Check out Gladys Kong’s article for CIO: Toys ‘R’ Us shopper data insights can give toy makers and retailers an advantage

 

8 Ways your Mobile Monetization Platform Leaves Money on the Table

August 27, 2018 Posted by Blog 0 thoughts on “8 Ways your Mobile Monetization Platform Leaves Money on the Table”

Business relationships are often a complex weave of competing incentives, with suppliers, sellers, and other actors each trying to take a larger piece of what the consumer actually spends. In-app monetization isn’t exempt from this trend, and still presents an environment where different players in your advertising stack are incentivized to do what’s best for them and not for publishers. These choices typically present as closed systems, features that don’t address major pain points for you, and a general lack of transparency.

None of this seems terribly shocking, but realizing how much your monetization platform is leaving on the table probably will. In our experience running a DSP, we’ve gained a unique perspective on how the buying side views publishers. Let’s take a spin through eight ways your mobile monetization platform leaves money on the table.

1. Not structuring bids as a simultaneous auction

This is probably the most obvious entry in this list, but it’s worth going over since it makes such a significant impact on revenue. Like, really significant. Pretend not to hear your CFO on the conference call when he asks “why didn’t we implement this sooner” significant.  Imagine you’re at a traditional auction and instead of going through the normal process the auctioneer just accepts the first reasonable bid from one of the regulars. This makes about as much sense in real life as it does in an ad stack.

Read up on how Timehop moved to a simultaneous auction setup and increased their daily revenue by as much as 1200%!  

2. Not being open to work with any exchange

Even in-app header bidding platforms can miss high priced bids for your inventory. This is not to say they are ignoring high bids that are present, but they can just skip networks that could bid on them all together.  While this doesn’t make sense to you as the publisher, it can make sense to the platform provider who may have cut side deals to funnel inventory to specific exchanges. Which brings us to the next item..

3. Not providing access to bid information

As mentioned above, business relationships involve competing incentives. Some industries can get by on trust alone, but the mobile ad world can be rife with hidden fees, alternate revenue calculations, and even outright fraud.  With ad revenue being the lifeblood of most apps, it’s paramount to have faith that your monetization platform isn’t leaching from your company in a way that isn’t obvious. Access to bid information reveals exactly what’s going on with your apps monetization. It’s not difficult to provide this information, and yet many platforms choose not to in order to obfuscate the multiple ways they take pieces of your revenue.

4. Not allowing you to make changes on the fly

Money doesn’t just come in the form of a revenue check. It can also be represented by opportunity cost–the amount of money you are wasting when your developers could have been doing other things.

Platforms can cause you to waste valuable developer time by needing to redeploy your entire app just to make changes to your ad stack.  Redeploying your app can also mean segmentation of your username between different versions, fatigue from users having to update their app frequently, and can affect the display of your App Store ratings.  Most importantly though, it can cause you to avoid updating your ad stack and skip making changes that could mean a meaningful increase in revenue like adding another demand source.

5. Not providing easy access to customer support

Switching monetization platforms can be a stressful operation involving both technical effort and taking a risk with critical revenue streams.  That’s why it’s vitally important to vet the responsiveness and knowledge of the support team that will help you through the process and after. Some of the larger scale platforms will simply not have time to help you through your issues in a meaningful way. Instead they will run your problem through an escalation ladder until it’s cleared to be asked to one of the actual engineers who knows the product.

Like in the other examples this is driven by a competing incentive. Where platforms with accounts much larger than yours simply will make a cost/benefit analysis to help their very large scale partners first and you second due to the sizes of the companies.  The best choice is to go with the platform that values your business enough to give you fast and accurate support when dealing with something as sensitive as your ad revenue.

6. Stuffing yet another bulky SDK into your app

If you’re like most developers, you probably are fairly sick of seeing the letters SDK in your inbox. SDKs can drastically streamline the development process or unlock powerful features, but there is such a thing as too many SDKs. Cramming your app full of bulky SDKs that attempt to do complex functions locally can lead to a large app size, and potentially can prevent users from installing or keeping your app on their device. Monetization platforms with their publishers’ interests in mind should be keeping as much functionality as possible server-sided to decrease SDK size and complexity.

7. Not allowing you to manipulate price bands

Price bands are the tools with which yield managers work their magic and tease more and more ad revenue from inventory.  While some platforms may claim to manage this, what typically happens is that a one size fits all model is applied to all apps. This may result in a slight improvement in yield, but effective manipulation of price bands is both matched to the app and changed frequently to match the fluctuations in the market.

With ClearBid, we wanted to go a step further than this and have price reserves based on things like location and day of week, allowing us to get even more out of our existing inventory. Our dynamic price floors allow ClearBid to maximize yield with minimal effort on the part of the publisher.

 

8. Not being ClearBid

Okay we cheated a bit with this one, but UberMedia’s ClearBid platform really does provide the most publisher-friendly solution on the market. After all, we built it for our own apps  before deciding to release it to the world. ClearBid is an open platform, free to work with any exchange. It’s server-sided, so you can make changes on the fly and only install a tiny SDK. And finally it’s transparent: Anyone is free to examine bid information and see that we’re delivering great value for an honest business partnership.  Finally, we’re confident in our platform because we use it ourselves. One where our incentives are aligned to support publishers and not big exchanges.

 

Join our Publisher Group

ClearBid is live and currently boosting revenue for our own apps and the apps of some of our publisher friends. Reach out at contact@ubermedia.com if you’d like to be a member of our publisher group, we’re already seeing significant boosts in revenue and are happy to share with the publisher community.

Why Did We Build ClearBid?

August 23, 2018 Posted by Blog 0 thoughts on “Why Did We Build ClearBid?”

UberMedia has been a publisher of mobile apps since 2010. With apps like UberSocial, Echofon, and Plume, we’ve provided millions of users with feature-rich Twitter experiences crafted by our team. Despite an official Twitter client release, revenue from these apps has remained steady and even grown while the user base has not.

How have we managed to create revenue growth without growing our userbase or alienating them through aggressive monetization? By developing our own ad tech focused on getting the most relevant (and highest CPM) ads to our users. In our early days, this meant leveraging all the data the user was willing to provide to match them with the most relevant ad. From this sprung forth our DSP and mobile data businesses. Today, we’ve found ourselves on the forefront of another major innovation for publishers, in-app header bidding.

As technologists, we were aware of the massive change header bidding brought to the desktop world, increasing revenue and allowing publishers to benefit from the true value of their audiences. However when we evaluated the landscape for in-app header-bidding (aka parallel bidding), we only discovered platforms that didn’t offer a truly level playing field and barely qualified as a simultaneous auction.

Faced with this, as publishers we decided that the upside of a true header bidding platform was absolutely worth spending development time on. We turned to a recently acquired team of SDK developers who previously were known for creating the first truly battery-efficient location tracking SDK. This team leveraged their existing SDK technology to create a platform that dramatically increased revenue without interrupting our ad stack or significantly increasing the size of our apps. We can even manage the entire thing server-sided and make changes without re-deploying to the app store. Pretty incredible!

The in-app header bidding landscape has grown since we began using our own solution, but we have been surprised to see that things still haven’t really changed. Platforms are still being created by exchanges to favor their own supply and by players that don’t understand what’s important to publishers. Some publishers have built their own in-house solutions and are seeing great results, but they’re built specifically for their own app.

We built ourselves a platform that had all the features we would want as publishers. It’s open and ready to work with any exchange so we can find the best CPMs across the entire ad ecosystem. It’s server-sided, so we can make changes or use our additional tools to fine tune the auction on the fly. It’s transparent, we want to know exactly what’s going on with our monetization after running a DSP showed us the shenanigans that can happen to publishers. And finally, we wanted to use our platform in all of our apps, so we built a platform that can be used in any app with or without an SDK.

After word got around of the results we were seeing, being able to use our platform with any app suddenly became relevant and we decided to share it with a few friendly publishers. We’ve now improved yield for a variety of mobile apps, and have decided to open our publisher group so that we can offer a publisher friendly alternative to some of the more unfair or indifferent in-app header bidding platforms in the ecosystem.

We’ve been fortunate to have a collaborative environment in our group of publishers, who’s feedback has been invaluable in helping us prioritize and come up with new ways to improve our own revenue and theirs. For example, we’ve begun development on integrating dynamic price floors to optimize auctions even further using machine learning. We’re also using our experience in mobile data to add unique parameters to ClearBid impressions that make them even more attractive to demand partners.

Consider this to be our invitation to the world of in-app header bidding. Reach out below to have a conversation about increased revenue without disrupting your existing ad stack. We’d love to give a tour of what we’ve done with ClearBid, and what’s coming next..

Mobile Location Data Reveals Possible Expansion Opportunities

August 7, 2018 Posted by Blog 0 thoughts on “Mobile Location Data Reveals Possible Expansion Opportunities”

Following Oath Craft Pizza’s announcement that they will be opening 20 new locations this year, UberMedia took the liberty of utilizing its powerful mobile location data analysis platform to suggest where we think Oath Craft Pizza should move next.

Oath Craft Pizza, the fast-casual pizza restaurant taking New England by storm, announced that they are planning on opening 20 new locations by the end of 2018. Opening their first location in Nantucket, Mass. in 2015, the chain quickly expanded to 8 locations in Massachusetts and Virginia, and has decided to bring their ethically sourced ingredients to Washington, D.C. and New York.

And while their avocado-oil infused pizza crust sounds tasty to us, our team hypothesized that their target consumer would not be your average run-of-the-mill pizza lover. We decided to look at New England shopping centers with device profiles that matched the device profiles we saw at Oath Craft Pizza locations.

Using Vista, our simple yet powerful tool that enables businesses of all sizes to access, analyze, and visualize high quality location data at scale, we took an aggregated look at what types of devices are seen at Oath Craft Pizza locations, identifying average age, race, education level, and household income. We then compared those demographics to that of devices observed at almost 1,000 different shopping centers in New England.

Our methodology cross-references our list of shopping centers whose visitors had nearly identical demographic profiles to that of Oath Craft Pizza visitors with our location affinity report, showing which brands or categories of locations a set of customers are more or less likely to visit when compared to the average American.

Port Plaza, Port Jefferson Station, New York

Port Plaza features many retailers and restaurants, independent theater PJ Cinema, and a gourmet grocery chain known as UncleGiuseppe’s. According to their website, Uncle Giuseppe’s customers love the quality and selection of goods available – including a meat department with a selection of the best steaks, poultry, roasts, and Italian sausage made daily in front of customers, organic fruits and vegetables, an Italian bakery, freshly made pasta, and more. Since one of Oath Craft Pizza’s main selling points is its ethically sourced ingredients, our analysis concludes that they’d make great neighbors.

Bedford Marketplace, Bedford, Massachusetts

Recently renovated, Bedford Marketplace redesigned their consumer experience, including beautiful facades, a newly designed parking lot, and the addition of bicycle racks to promote alternative transportation. The shopping center includes Whole Foods, the eco-minded chain with natural & organic grocery items, and B.GOOD, whose menu is inspired by the seasons and ingredients rotated with the local harvests, meaning that Oath’s ethically sourced ingredients will fit in just perfectly.

An unsurprising affinity for Shake Shack

When comparing the location affinities of Oath Craft Pizza visitors and our list of recommended shopping centers, an interesting trend emerged: Overwhelmingly, these devices were much more likely to also be observed at Shake Shack locations. Shake Shack, a fast casual restaurant, started as a hot dog cart in NY in 2001, is another fast-growing food chain. The company says it uses all-natural 100% Angus beef only and that its meat doesn’t have hormones or antibiotics.

Shake Shack’s rapid expansion, focus on quality ingredients, and a trendy, fast casual restaurant experience sounds incredibly similar to the story Oath Craft Pizza is currently writing. We believe this further validates our findings.

Big brand ambitions on a small business budget

When a brand is rapidly expanding, they rapidly need accurate recommendations as to where they should put their new locations. That is why we built Vista, an insight-as-a-service platform providing mobile location data, analytics, and media measurement for businesses of all sizes.

Heatwave Hotspots: The Impact of Rising Temperatures on Businesses in Pasadena, CA

July 31, 2018 Posted by Blog 0 thoughts on “Heatwave Hotspots: The Impact of Rising Temperatures on Businesses in Pasadena, CA”

Recently temperatures rose across Southern California for the second time since the initial heatwave weekend following the July 4th holiday. We decided to use our mobile location data to  analyze how hot weather impacts visits to local businesses. To do this, we looked at the percent increase/decrease in foot traffic to movie theaters, coffee shops, and restaurants in Pasadena from the weekend prior to the July 6 heatwave through the weekend after. When comparing to the average traffic observed in the weekends before and after the heatwave, we found some compelling insights.

More people visit movie theaters

While there were some compelling movies showing that weekend, visits were more likely driven by air conditioning rather than the appeal of the latest blockbuster. Overall, movie theaters saw a 6% increase in foot traffic during the weekend when compared to the average foot traffic of non-heatwave weekends.

When looking at each day over the weekend, our data reveals a delay between the increase in daily temperature and the increase in visitation. It wasn’t until Sunday, a few days into the heatwave, that theaters saw a significant change in visitation. Pasadena theaters saw a 20% increase in foot traffic on the Sunday during the heatwave when compared to the average Sunday.

Coffee shops slow down

Coffee shops saw a steady decline in foot traffic over the heatwave, with a 10% decrease in foot traffic overall when compared to the average weekend. Saturday was especially hard for coffee shops, as they saw a 28% drop in visitors when compared to the amount of visitors seen on the average Saturday.

During the peak of the heatwave, restaurants saw more patrons

Restaurants were a mixed lot. The onslaught of the heatwave brought a wave of visitors staying out of the heat of the kitchen. Restaurants in Pasadena saw a 11% increase in visitation during the peak of the heatwave when compared to the previous/following Fridays. Although it stayed warm throughout the weekend, Saturday saw 30% less visitors than the average.

There are countless unforeseen circumstances that can impact how many patrons visit a business on any given day. While we can’t change the weather, we can help coordinate with businesses to adjust their strategies based on the actual performance of their unique locations in relation to real world events.