June 29, 2018

69% of QSR Marketers Plan to Increase Use of Location Data

Three in four marketers state that enhancing loyalty programs is their “most likely” use for location intelligence over the next two years.

New York, NY (June 29, 2018) – More than two-thirds of QSR marketers, some 69%, plan to increase their use of location data over the next two years, according to research commissioned by location intelligence company, Cuebiq. The findings, released today, are detailed in the white paper “Navigating Location Intelligence: Critical Impacts for QSR Marketers” based on the proprietary study completed by 451 Research, an information technology research and advisory company.

Among QSR marketers, loyalty programs will drive the adoption of location intelligence, as three in four marketers stated that enhancing loyalty programs is the “most likely” use case for location data.

“Detailed knowledge of competitor interactions and customer behavior provided by location intelligence will drive the next generation of loyalty program,” says Antonio Tomarchio, CEO of Cuebiq. “Loyalty programs have rarely gone beyond reward points based on purchases. However, knowledge about what other services customers value opens the door to more effective loyalty programs that can vary by locale and merge with co-branding, shopper marketing and other partnership arrangements.”

The research, conducted in April of 2018 among North American marketers and CRM managers in large companies primarily within four vertical markets (automotive, retail, quick-service restaurants and banking), also found that:

  • 58% of QSR respondents said they were likely to use location data for competitive intelligence- the top-ranked choice for potential applications, although one that’s infrequently deployed.
  • About half (56%) of QSR marketers said they are in the process of evaluating or already using location data, compared with just 43% in the overall study. Interestingly, this group has less confidence in their ability to measure the impact of location intelligence compared to other industries (41% of QSRs rating themselves highly, versus 46% of the all-industry sample).
  • 64% of respondents believe that their companies are in the early stages of creating marketing campaigns that link online and offline behavior. Slightly more (66%) claim that their organization has the knowledge and maturity to measure the performance of each restaurant or retail location.
  • 69% of QSR marketers agree that location is key to understanding why and how customers interact with businesses.  62% have found that location-based data has been useful or relevant in improving marketing performance.

“Being able to quantify desired outcomes (i.e. more visits, higher sales per visit, etc.) is one of the key markers of success, especially among brick and mortar businesses like QSR,” says Tomarchio.  “Marketers should slowly integrate location intelligence into a single application and expand gracefully. By allowing for the creation of demonstrable results on a smaller scale, it will make it easier for marketers to pull resources in support of programs that use data in more context down the road.”

Cuebiq commissioned the study with 451 Research to identify recommendations that will help marketers effectively map the complete customer journey. The report is based on primary research survey data, assessing the market dynamics of a key enterprise technology segment through the lens of the “on the ground” experience and opinions of real practitioners- what they are doing and why they are doing it.

Cuebiq’s proprietary methodology enables anonymous collection of location data and analysis of group consumer offline trends.  This data comes from mobile apps to whom we provide location technology to enhance their capability to create location driven features and advertising. The data collected is anonymous with no personally identifiable information, and is only collected if users opt-in.

Cuebiq is GDPR compliant, providing partner apps with a turnkey solution to protect users’ information, as well as systems for improved consent and opt-out management, including a proprietary app that provides users with an additional way to exercise their privacy rights.

Ultimately, the aggregated data is used to analyze store performance, measure marketing activation effectiveness and help retailers better compete with e-commerce companies.

A copy of the white paper can be downloaded here.

About Cuebiq 
Cuebiq is a leading location intelligence and consumer insights company leveraging the largest database of accurate and precise location data in the U.S. Its data intelligence platform analyzes anonymous location patterns to allow businesses to glean actionable insights and better understand the offline consumer journey. Cuebiq’s SaaS platform provides clients offline location analytics, real-time campaign optimization and footfall attribution, as well as geo-behavioral audiences for cross-platform ad targeting. Cuebiq is headquartered in New York with offices in San Francisco, Chicago, Italy, and China.

Cuebiq has also been a leader in utilizing data and insights in the service of a variety of causes. Through its “Data for Good” initiative the company shares its location insights with researchers at top universities and nonprofit organizations to drive innovation for causes such as improving quality of life in underserved communities, natural disaster response, and smart city development.