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Nicole Genchur

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Infographic: Understanding the Shopper Journey for CPG

Posted by Nicole Genchur on Oct 31, 2017 10:33:20 AM

Getting a customer through your doors is only half the battle. For CPG marketers, what happens next can be a mystery. GroundTruth partnered with InfoScout, a consumer insights company built from the largest U.S. purchase panel, to understand the full consumer journey, including the last (and most crucial) step of making a purchase.





Here's What Consumer Trends to Expect in 2017

Posted by Nicole Genchur on Dec 21, 2016 12:33:40 PM

Here's what consumer trends to expect in 2017

A year can bring about huge changes in a tech-powered industry like ours, and 2016 was no exception. The question now is: what lies ahead? We've rounded up our top three trend-based predictions to help you hit the ground running in the New Year.

The Consumer Journey Will Take Center Stage

If 2016 confirmed one thing, it's that mobile is still booming. While time spent with media appears to be leveling out overall, consumers are now on their mobile devices for more than 3 hours each day. While consumers are spending more time digitally, it doesn’t mean they have given up on real world experiences, especially when it comes to their purchase behavior.

All of this is closely ties to the future of retail and how, when, and where consumers shop. As they grow increasingly comfortable with omnichannel commerce and making purchases through multiple platforms, the customer journey will continue to evolve. Now that the average consumer owns about 4 connected devices, retailers will respond by building operational and singular profiles of their customers that help them deliver exactly what shoppers are looking for.

Brands Will Focus on the Customer Experience In-Store

Along with exploring the role of location intelligence in the purchase funnel, brands are recognizing the importance of offering a personalized shopping experience in-store—and consumers are right there with them.

Studies have shown that 78 percent of consumers are willing to allow retailers to use their in-store shopping data for the purposes of personalization. Expect brands to leverage this opportunity with location-based mobile alerts in the form of special offers delivered in real-time. With 90 percent of US smartphone owners now using their devices in-store for such activities as reading reviews, comparing prices, and looking up product specs, it will be vital for retailers to provide the same robust information in the offline environment that they currently offer online. Using mobile location technology in-store to enhance the shopping experience can have a dramatic effect on sales, and will become one of the most powerful devices in the marketing toolbox.

VR and AR Will Reach Their Tipping Point

As we all witnessed this year, consumers are hungry for augmented reality; the Pokémon Go craze was proof enough of that. Marketers got a taste of this technology's earning potential, and with nearly a quarter of consumers planning to use or purchase a virtual reality device in the next year, they're likely to search for opportunities to use both VR and AR in meaningful ways.

This includes combining VR/AR technologies with in-store and online shopping. In a recent survey, 55 percent of consumers said they think VR will have an influence on their buying decisions. To this end, more marketers will provide immersive experiences that enable both consumers and B2B audiences to interact with their products in new ways. There's an immense amount of "virtual commerce" potential with location data, too. As consumers modify their shopping behavior to maximize the benefits of these technologies, retailers will merge AR with everything from store maps to the location of their products on the shelf.

The months ahead are bound to be exciting ones full of possibilities, so buckle up and use these predictions to help you navigate the year to come.

Topics: Location, Mobile

Infographic: 2016 Holiday Trends for Retail Marketers

Posted by Nicole Genchur on Nov 21, 2016 10:00:00 AM

2016 Holiday Trends Infographic_v6.jpg


Topics: Seasonal

Infographic: Global Retail Shoppers On the Mobile Path to Purchase

Posted by Nicole Genchur on Oct 20, 2016 9:00:00 AM

The path to purchase is no longer linear. Armed with smartphones, consumers are well-informed and often quick to convert online and in-store. Understanding how these consumers use their devices and how location affects their intent to buy is critical for marketers. This year, xAd released its Global Retail Mobile Path to Purchase study, which compares consumers across five countries to examine how they use their smartphones to make purchase decisions. For a peek into a few of these insights, check out our Infographic below.

To learn how you can leverage location to reach mobile consumers when it matters most, click the Infographic below to download the full report.

xAd Global Retail Shoppers on the Mobile Path to Purchase - Click to download more insights!

Topics: Location, Mobile

What People Say and What They Actually Do: A Look at Consumer Surveys vs. Foot Traffic Data

Posted by Nicole Genchur on Jul 22, 2016 11:53:50 AM


Marketers currently rely on consumers to accurately report on their behaviors, however, memory and opinion can skew perception. Although self-reported consumer preferences are important for understanding attitudes, the actual behavior reported is only as reliable as the recollections of the people.

For example, consumers can usually tell you places they’ve been, but the time frame can be difficult to accurately remember. When asked about their behavior over a long period of time, people will often say they visited somewhere when they were not actually there. A recent study commissioned by xAd through Placed Insights showed that 32% of people who said they went into McDonald's in the past month did not actually go.

Foot Traffic location analysis can provide marketers with a real-life and real-time view of how and where consumers spend their time, along with their preferences and lifestyle choices.

For more examples of consumer perception vs. reality, and why foot traffic is essential for marketers, download the full infographic below.


Topics: Research, Location, Events

The Breakfast Wars are ON… and Foot Traffic Shows Subway Coming in Hot

Posted by Nicole Genchur on May 17, 2016 9:30:00 AM


It’s a well-known saying that breakfast is the most important meal of the day. This belief is quickly becoming a fact for Quick Service Restaurant (QSR) brands seeking new growth channels. Today, consumers are looking for on-the-go, cost-effective food options for breakfast, which means big opportunities for fast food brands. McDonald’s recently proved this point, receiving praise in April for better-than-expected Q1 sales. Analysts attributed the chain’s improvement to its nationwide roll out of all-day breakfast back in October.

With McDonald’s riding high on its breakfast success, xAd turned to its QSR Foot Traffic Trends Report to see which other QSR brands could leverage America’s most important meal of the day to boost revenue. In the report, xAd analyzed location intelligence data powered by its Blueprints™ technology, from over 30 million unique visits to 12 top QSR brands in Q1 of 2016. The findings in the report show that with its strong visitation performance and loyal customer base, Subway is a key contender to compete with McDonald’s and grow their business through breakfast.

How Subway Measured Up in Q1

Despite reporting declining sales in 2015 for the second year in a row, Subway showed solid visitation numbers in Q1. Although McDonald’s is the clear industry leader right now with a third of foot traffic share in the QSR market throughout Q1, Subway is still in a competitive position. Throughout the quarter, the sandwich shop accounted for 10% of all foot traffic, beating out Burger King, Wendy’s, and Taco Bell.

Fast Food Visitation: Share of Foot Traffic


What’s even more interesting is how loyal Subway customers are. Along with McDonald’s, Starbucks, and Dunkin Donuts, Subway customers were significantly less likely to be seen at other QSR brands throughout the quarter. Meaning that they have a strong group of fast food eaters who only want to eat at Subway!



Can Subway Take on McDonald’s?

The QSR Foot Traffic Trends Report showed that Subway shares a lot of its customers with McDonald’s. In fact, 30% of Subway customers go to McDonald’s, whereas only 11% of McDonald’s customers go to Subway. This means that Subway could be losing business as their customers go to McDonald’s for their breakfast fix, so it is strategic for Subway to fight back all-day breakfast with a breakfast promotion of their own.


When looking at the time of day visitation for each brand, Subway has a clear spike in foot traffic at noon as people step out on their lunch breaks. In comparison, McDonald’s has more consistent visitation throughout the day, starting to pick up around 7am at breakfast. This shows that Subway customers currently think of the brand mainly as a mid-day option, giving them plenty of opportunities to change this.

Fast Food Visitation: Time of Day


xAd’s vision for Subway to break into breakfast likely aligns with the sandwich chains own strategy. For the month of May, Subway is attempting to win over customers for the long haul by offering one free breakfast sandwich with the purchase of any other sandwich before 9AM. What’s more convenient than getting your breakfast AND lunch in the same place, at the same time, for the price of one?

The Race for First Place is On

As Subway enters the breakfast wars, this won’t be the first time the two brands have gone head to head. In 2013, McDonald’s introduced McWraps, which at the time, an internal memo called the item a “Subway buster,” meaning it would help beat back competition from the sandwich chain (McDonald’s has since phased out wraps from their menu after realizing their customer base was not as interested as they originally thought). Besides McDonald’s, Taco Bell recently released a new AM Dollar menu after two years of selling breakfast burritos, and Burger King even launched its own version of a breakfast burrito in early May.

As the battle of breakfast continues to unfold and Subway’s breakfast promotions ramp up, it will be pertinent for the sandwich chain to look to target McDonald’s consumers for ad conquesting opportunities. This tactic is similar to one KFC tried back in 2015 by using mobile location technology to tempt consumers away from its competitors. Like KFC, a conquesting ad strategy should be a no brainer for Subway, since its shares a similar visitation audience with McDonald’s.

Despite fierce breakfast competition, Subway’s customer loyalty alone puts the brand into a great position to compete. As they leverage their reputation as a lunchtime favorite to convert their customers into early risers, we look forward to seeing a brighter 2016 for the brand!

For more insights, download our entire Q1 QSR foot traffic report below:





Topics: Research, Location

How Location Intelligence Can Help Marketers Target Spring Breakers and Their Budgets

Posted by Nicole Genchur on Apr 22, 2016 9:00:00 AM

Spring Breakers

For marketers, spring break is a dream come true. Students are looking to let loose and blow off steam from the school year, making them highly receptive to branded marketing efforts. 95% of students, ages 18–24 own a smartphone¹—and they’re not afraid to use it; which makes spring break the perfect opportunity for marketers to use location intelligence to their advantage to send out relevant advertisements.

Top Spring Break Locations

In order to understand how you can reach this millennial demographic and improve your location commerce, you will need to know to where they’re planning to be this April. We’ve put together a list of the most popular spring break destinations² to help you hit your mark:

Hottest Spring Break Locations

This Crowd Knows How To Spend

Spring breakers are willing to spend money while enjoying their time off from school and if you’re a brand that has the know-how to reach them then you’re in good shape:

Spending Habits of Spring Breakers

  • Between 1.5 and 2 million students go on spring break every year and collectively spend over one billion dollars
  • 34% will spend between $500-$1500 and 24% between $1500-$3000
  • Corporate brands promoting their products and services on spring break can increase their brand awareness by 30%
  • Spring break adds hundreds of millions of dollars into the local economy and provides local businesses nearly 40% of their income for the entire year³

Malibu Rum Brings In The Taste Of Summer

Cool, relevant campaigns always receive an A+ from spring breakers. The trick? Know your audience. Take it from Malibu Rum, who worked alongside xAd to craft a media rich, location-based ad campaign that is suited perfectly for spring breakers.

Malibu Rum brought a taste of sunshine to the mobile screen with its Best Summer Ever ad campaign. Users could craft cocktails by mixing rum with seasonal flavors like coconut and pineapple. Options to share their creations, find a retailer and search recipes online helped continue the conversation and encourage engagement.

Trying to entice students to escape a chilly location in favor of somewhere warm and sunny that you can target? Advertisers can also craft dynamic creative for location-based marketing that ties in weather and time to send strategic ads that promote sunny locations to those who might be in colder geographical locations.

Reach Your Audience With Blueprints™

Now that you know where to find Spring Breakers and what their habits are—how are you planning to make your activation stand out in this crowd? Using xAd’s location-based marketing Blueprints™ technology, marketers can target age-specific demographics in the most popular Spring Break locations with Rich Media advertisements that are sure to capture their attention—and wallets.



Topics: Location, Strategy, Mobile, Seasonal

5 Key Digital Trends from Our State of the Market Report

Posted by Nicole Genchur on Mar 1, 2016 10:00:00 AM


With the mobile industry evolving at rapid speed, stay current with our new State of the Market report – available for download today! In the report, we highlight several trends in the digital landscape and shed new light on how consumers are using their mobile devices today.

  1. As worldwide smartphone ownership continues to grow, advertising dollars are shifting quickly to mobile. In 2016, global mobile ad spend will surpass $100B with more and more brands focused on reaching consumers through location-targeted ads.
  2. Of all the various media devices available, consumers are paying the most attention to their smartphones. The most successful way of reaching consumers is through their smartphones, where their attention is focused most, even when it comes to advertising.
  3. As daily mobile usage increases, consumers are utilizing apps for their every day activities. Consumers have discovered the benefits of location-aware apps that provide relevant, real-time and easy access to the information, products, and services they want. 
  4. Mobile is a necessary part of commerce, especially in-store to aid in a purchase decision. Marketers can take advantage of this opportunity to reach and engage with consumers moments before making a purchase by targeting them with the content they want. 
  5. Shoppers are willing to give up more personal information for a benefit, such as time or money saved. It is a huge advantage for marketers to use location information to have a view of where a consumer is or has been.  This provides them a very robust view of who their consumers are and what products and messages they are most receptive to.

Download the Full Report Today!


Topics: Research, Mobile