Mindshare launches SHOP+

Mindshare, the global media agency network that is part of WPP, is launching Shop+, a unit dedicated to helping clients leverage real time data to apply adaptive marketing techniques to both in-store and online shopping.

Shop+ covers all forms of commerce, from exploring beacons in physical stores to the latest adaptive pricing and promotion technologies being used by online retailers.

Joe Migliozzi, MD, Mindshare North America, is global lead for Shop+ with support from Emma-Jane Steele and Charlotte Day-Lewin in the worldwide team and Narayan Ivaturi in APAC. Combined the global Shop+ team is 12 people strong.

Shop+ launches with the following partnerships, with more to be added in the coming months:

  • Checkout 51, a mobile coupon app for shoppers
  • InMarket, the world’s largest beacon proximity, location intelligence and mobile shopper marketing platform, reaching over 36MM beacon-enabled app users per month in every major U.S. retail location. 
  • Footmarks, a leading enterprise awareness (beacons) platform provider

Norm Johnston, Chief Digital and Strategy Officer, Mindshare Worldwide, said: ‘We are at the beginning of a third wave in digital marketing, with exponential growth in new data sources and technology, which is why we recently launched Life+ to help brands explore their role in the emerging Internet of Things. These same dramatic changes are happening in retail, and we intend to help our clients be at the forefront of digital and data innovation in both offline and online shopping.’

Joe Migliozzi, Shop+ Leader at Mindshare said: ‘Digital technology continues to dramatically change retail, from online to mobile to in-store. Despite all these separate evolving channels, the consumer doesn’t see a distinction between online and offline shopping. It is one experience and brands must integrate all brand and shopper media across all channels to communicate a strong and consistent message from awareness all the way to conversion.’

Mindshare was recently named the Global Media Agency of the Year for 2015 by the Mobile Marketing Association thanks to award winning campaigns such as the one for Unilever mayonnaise brand Hellman’s (Delivering Inspiration at Point of Sale, which used iBeacon technology to reach consumers directly in aisle and push a notification through their Epicurious food app with a targeted message about dinner recipes.  Other beacon-based work has taken place across Asia with supermarket chain Fairprice and in Europe Unilever has been running trials with Mindshare to understand the opportunities beacon technology presents.