Smart Steps_ Telefonica Smart Steps 25.03.14 Retail Insights from Mobile Phones Nick Henthorn Business Development Director
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Smart Steps_
Telefonica Smart Steps
25.03.14
Retail Insights from Mobile Phones
Nick Henthorn
Business Development Director
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The O2 Arena: time for a little game
The O2
Smart Steps Grid
A quick quiz!
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Which artist is this?
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Male dominated, popular with 31-50s…
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Is it…
Hands up…
A
B
C
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Agenda
Mobile data generation
Challenges
Redefining the catchment
Questions
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Everything is mobile
39
%
39 32%
39
%
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39
39
39
%
39 22% 39% 79%
Everything is mobile
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Phone calls
Text messages
Travelling between cells
Losing & regaining mobile signal
Static periodic updates
* 90% of mobile users keep
their mobile within 1m, 24x7
Digital footprints
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Insights from mobile
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What we can understand
What's going on in a locality
Who’s visiting, working and living there
Where they’ve come from
Their chosen transport route
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Privacy is vital
EXTRAPOLATED ANONYMISED AGGREGATED DISCLOSURE
CHECKED
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Mis-Steps
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Example: Redefining catchments
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The North
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M62
Yorkshire
Lancashire
Huddersfield’s Real Catchment
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Bluewater & Lakeside: a geographical rivalry
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South of the Thames choose Bluewater
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North of the Thames choose Lakeside
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Ikea puts an end to geographical loyalty
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It’s not been easy but…
Supporting location decisions
Optimising opening hours
Store performance analysis
Local marketing
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What Next?
We’re still exploring…
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