Professional Documents
Culture Documents
plus
location services like Google Maps, but in aisles
Fall, 2017
Bill@AisleFire.com 1 CONFIDENTIAL
AisleFires MISSION
2 CONFIDENTIAL
The Issues. What is needed now.
3 CONFIDENTIAL
RAPIDLY CHANGING CPG ENVIRONMENT NEEDS NEW IDEAS
CPG
Consumers Have Changed spending
Mobile: Always on. Preferred media. New more on
expectations. digital media
They expect: Shopping is easy, fast, mobile
enabled.
Skipping the Center Store = CPG sales/profit
driver. Shifting
away from
traditional
CPG Media Shift to Digital, Mobile media
Digital now exceeds Traditional Advertising.
U.S. CPG Digital spend > $5 billion.
Expected to double in 3 years to $10 billion
Yet CPG is dissatisfied with digital accountability But even
shoppers
dont think it
works!
Why? Not in
aisle.
And The War Has Just Begun
4 CONFIDENTIAL
ROUND ONE IS UNDERWAY: AMAZON VS. RETAILERS
5 CONFIDENTIAL
ROUND TWO HAS JUST BEGUN: AMAZON VS. CPG BRANDS
6 CONFIDENTIAL
WHAT IS NEEDED: CPG-FOCUSED IN-STORE MOBILE TOOLSET
7 CONFIDENTIAL
AVAILABLE APPROACHES ARE SPOTTY AND LIMITING
Retailers CPGs
Controls the infrastructure Seek scaled & validated media reach
Limited and limiting Greater independence from retailer
8 CONFIDENTIAL
AisleFire and RetailerGPS Overview
9 CONFIDENTIAL
AisleFires RetailerGPS
10 CONFIDENTIAL
3 LEVELS OF INCREASINGLY PRECISE LOCATION ACCURACY
LEVEL 1 Shopper in Store? LEVEL 2 Shopper in Aisle? LEVEL 3 Near Brand/Display?
vv`v
Shopper is in the store, not the Accuracy +/- 1 aisle Same as Level 2, plus 1-
parking lot without beacons meter accuracy if needed
GPS-only not effective in Initial crowdsourced or Optional beacons
stores broker setup registered & deployed
All radios & sensors. Artificial when desired
Intelligence & confirmation
Level 1 Set-up = $1/store to start - nothing to install Rich data supports unlimited applications
Level 2 Aisle-level accuracy process < $50/store In-aisle marketing, information, compliance
Freemium creates pathway to rapid scale Data and accuracy improves the more it is used
12 CONFIDENTIAL
POWERFUL ENABLING PLATFORM
RetailerGPS dataset can enable several new marketing and info services
In-Aisle Marketing Shopper Media Broker & DSD Display Execution Promo Execution
& Location Insights Attribution Productivity and Compliance and Interaction
Targeting
13 CONFIDENTIAL
EXPANDING SUITE OF INPUTS TO ARTIFICIAL INTELLIGENCE
Radios
Sensors
Monitor & Target when shopper is Somewhere in store Near Aisle Near brand or display
Interactive displays
CPG/retailer operational
compliance (e.g. displays, safety)
17 CONFIDENTIAL
INCREASING LOCATION PRECISION
LEVEL 1 Shopper in Store? LEVEL 2 Shopper in Aisle? LEVEL 3 Near Brand/Display?
GPS is flawed -- cant tell shopper Marketers want to promote near where Precision and/or data control is
Rationale
is actually in store shoppers decide desired
Strategy Freemium = scale & real estate Low cost to deploy Premium services. Client control.
18 CONFIDENTIAL
Rapid, Cost Effective Scale: Example of 12 Month National Scale
Pilot 1: Proof of Tech Month 1-6 Pilot 2: Media Impact Months 7-12
Complete Tech. 1 Market. Tech focus 2+ markets. 500+ shopper panel. 5+ Brands
Track location accuracy, shopper input Sales impact of in-aisle location media
20 CONFIDENTIAL
TEAM CORE COMPETENCIES
Background to match technology to real needs Manage and leverage massive retail and CPG
and market voids. datasets.
Team has globally launched several of the Often AI is only academic. Leveraging AI at scale
largest and most profitable CPG/Retail B2B in a production mode is a critical skillset.
services.
21 CONFIDENTIAL
AisleFire AND RetailerGPS
AisleFire RetailerGPS
Founded by proven CPG tech veterans Mobile Shopper Marketing & Info in aisle
Mission: In-aisle location media and info Retailer permission is NOT required
services Breakthrough Artificial Intelligence
PROVEN
35x Increase Examples of the types of applications that our clients can build and run
in coupon usage
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