With the hybridization of consumption modes accelerated by Covid, stores must rethink their strategy to generate traffic. This is what Locala helps them do, as founder and CEO, Christophe Collet, explains.
What is Locala’s mission and what are its solutions?
For more than 10 years, Locala has been a leader in the drive-to-store market. We believe that the store is not only a place to sell, but also a place to connect with people and our mission is to drive as much traffic as possible to restaurants, stores and car dealerships.
We are a drive-to-store platform, whose sole purpose is to maximize real-time traffic to the point of sale and therefore revenue for our clients. To do this, our advanced algorithms optimize four dimensions in real time. Our technology defines the dynamic catchment area of each store, identifies the audiences most likely to come into the store and determines the best media to engage them – because every consumer behavior is different – and finally, we define the most appropriate advertising format. Our technology is able to create marketing campaigns with a single measure of effectiveness, the in-store visit.
How do you help companies adapt to the new post-Covid model?
The customer journey and consumption is no longer only digital or in-store, but has evolved to both at the same time. We help our clients understand and leverage this hybridization, identifying the right targets, in the optimal areas with the best message on the best medium. Our technology produces insights that help brands understand their catchment area, market share, competitive landscape, etc. If they are launching a new service, such as click and collect, we are able to help them through this transition by letting the right people know about the service. We also enable our clients to track geo-behavioral trends in real time at the store level and thus increase their knowledge of the customer and the competition.
In this post-Covid world, we have seen a growing shift in shopper habits. With our geolocation data, we’re seeing customers go back to the office, expanding their shopping opportunities beyond their home catchment area, but also through schools, offices and more. And we’re able to reach them with the right message wherever they are.
How has Locala evolved with the market in its 10 years of existence?
Locala has been used by more than 600 major brands worldwide for 10 years because we have been able to anticipate both technological and regulatory changes. For example, we have always focused on consumer data protection, and we only apply our technology to people who have consented to receive targeted, location-based advertising. We have evolved to adapt to new consumer habits, using the latest technology. This allows our clients to take advantage of the hybridization of the customer journey, in real time, which is a real technological breakthrough because it allows them to test new products or services, launch them quickly and know right away what the impact on their ROI is.