Outsell Sees Retail Analytics Growing to a $3.5 Billion Opportunity by 2018
Beacon trials followed by large-scale deployments in 2016 and 2017 and the targeted marketing opportunities they provide drive much of the opportunity.
Burlingame, CA and London, UK – August 18, 2015 – Outsell, Inc., the world’s only research and advisory firm focused on media, information, and technology, today announced publication of a new report, The Bright Beacon of Retail Marketing. The report provides a detailed view of the dynamics of today’s retail environment and the proximity marketing solution stack and the various players that operate among its layers. The report shows that the retail analytics segment is expected to grow 13.1% in 2015 to $2.4 billion, continuing on a steady annual growth path toward $3.5 billion by 2018.
Other study findings:
- Pure play beacon hardware providers will increasingly come under pressure as wide-scale deployments roll out. Retailers and B2C brand advertisers seek solutions from vendors such as Swirl, Aruba, and Gimbal, which can cover multiple layers of the proximity marketing solution stack, to minimize the impact on their internal resources.
- The analytics and analysis layer represents the ultimate mashup of retail data capabilities while also serving as the most challenging due to the many data feeds that retailers must visualize and then synthesize. Companies such as RetailNext, ShopperTrak, and Retailigence continue to refine data visualization tool ease of use, which has become a critical need among retailers.
- By developing ad network capabilities, proximity marketing solution stack players such as Swirl, Unacast and PlaceWise Media can help retail and B2C brand marketers better deliver targeted ads based on in-store shopper activity.
"The beaconing up of malls, grocers, and retail spaces serves to offer up new targeting capabilities for retailers and consumer brands, especially as mobile continues to influence how shoppers buy," said Outsell’s Randy Giusto, VP & Lead Analyst for media, advertising, and marketing. “Retail analytics providers and PSPs focusing on delivering omnichannel solutions with enhanced visualization capabilities will help retailers and B2C brands bridge the online and offline worlds, shortening the customer path to purchase."
The Bright Beacon of Retail Marketing also identifies 10 companies to watch as well as essential actions for technology providers up and down the proximity marketing solution stack.
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About Outsell, Inc.
The rapid convergence of information, media, software and technology is reshaping businesses every day. Enter Outsell, Inc., the only research and advisory firm focusing on these four sectors. As the trusted advisor to executives, our analysts turn complexity into clarity, and provide the facts and insights necessary to make the right decisions. Our proven blend of big data, research, proprietary intelligence and exclusive leadership communities produces tangible results and a strong ROI. We promise to deliver "wow" and ensure clients stay more focused, save time, and grow revenue in a fast-changing digital world.
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