Location-Targeted Ads Key To Catching Father’s Day Shoppers’ Attention

Capturing dads — and the moms shopping for them — on mobile will be instrumental in driving physical sales for the holiday.

While the National Retail Federation (NRF) projects that Father’s Day spending will reach $12.7 billion this year, average spending per person remains relatively static, rising less than two dollars since 2014 — and indicating that brick-and-mortar retailers will need to go the extra mile with their targeting to spike sales.

PlaceIQ’s Nadya Kohl

Research suggests that location-based ads could be the answer. “Digital Dads” are becoming more active on mobile and may use it to research desired gifts, but retailers’ key targets for Father’s Day shopping are actually moms buying for their husbands and Millennials shopping for their fathers and grandfathers — two demographics that are notably influenced by location-targeted mobile advertising.

As recent xAd research around millennial moms’ shopping habits showed, ads that offer a literal sense of direction appear to help both shoppers and local retailers. Moms who were searching for how to get to a local business were 67 percent more likely to access map and navigation properties for directions. As xAd noted, “If your mobile strategy doesn’t include directions or information about a business location, it’s time to reconsider.”

Restaurants seem to be betting on this strategy to target dads, with in-store analytics provider Placed reporting that steakhouses to barbeque joints are upping their spending on location-based ads aimed at males with children — some by as much as 15 percent.

Essentially, location data provides an additional targeting layer, making shoppers and diners more likely to come into a given physical location that is convenient for them and their needs — something that is especially key during busy and competitive holiday times like Father’s Day.

PlaceIQ’s Nadya Kohl also provided insights on how location data could create “three-way win” for moms, dads, and retailers over the holiday weekend.

“Armed with a better understanding of where Mom is likely to shop, [especially] for Dad, retailers can make a unique connection between a buyer’s [various] visits,” and then target accordingly, Kohl wrote. “Location data provides a bridge between the physical and digital world — one that can uncover valuable insights into the behavior of certain consumer segments.”

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.