What Places Have Seen The Greatest Impact From Pokemon Go?
Location attribution specialist Placed has found the locations Pokemon Go users are more — or less — likely to visit in the real world.
Cross-platform store attribution provider Placed is keeping tabs on which locations have become the most — and least — favored by growing numbers of players looking to capture Pokemon characters Venusaur, Charizard, Blastoise, and Pikachu.
Several days after Yelp added a search filter to help the local guide’s users see which businesses contain a PokéStop, physical spots within the Pokémon Go map that players are directed towards to gather virtual tools and items, Placed is offering its initial observations of where the players have gone.
So far, Hot Topic, Victoria’s Secret, GameStop, Sprint, and the Gap are among the retailers who have seen the greatest number of Pokemon Go players.
- Most Popular Retailers: 75 percent more likely to visit Hot Topic, 36 percent more likely to visit Victoria’s Secret
- Most Popular Restaurants: 44 percent more likely to visit Red Robin, 27 percent more likely to visit Taco Bell
- Least Popular Businesses: 18 percent less likely to visit The Home Depot or Lowes
Using in-store promotion, merchandising, and tie-ins, retailers can make strategic bets on the popularity of Pokemon Go, Placed CEO David Shim says.
For example, businesses such as Red Robin, Buffalo Wild Wings, Taco Bell, Panda Express, and Jack in the Box have used social media promos to draw in Pokémon Go players.
“Restaurants are in a unique position to monetize the connection of digital and physical [locations] by Nintendo, so restaurants can turn more tables throughout the day,” Shim said in the company’s Pokémon Go attribution study. “With promotions tied to lulls in activity, QSRs and casual dining restaurants could immediately drive traffic into their stores during their slowest times of the day.”
Not all brick-and-mortars have seen the Pokémon Go boost.
The game’s popularity with Millennials is largely due to the conjuring of childhood nostalgia associated with the origin of Pokémon some 20 years ago. So it stands to reason that places that do not attract younger consumers will have a difficulty reaching players.
The businesses having a tougher time reeling in players include Food Lion, Marshall’s, The Home Depot, Lowes, and CVS, said Placed.
As a corrallary, shoppers who tend to visit those venues tend to be older. And they’re also unlikely to have downloaded the Pokémon Go app to begin with — hence, the lack of Pokémon Go playing at those aforementioned locations.
Just as Pokémon Go isn’t for every person, creating a marketing association with the game isn’t necessarily the right thing for every physical brand.
“Not all businesses should have a Pokemon Go strategy as our data shows,” said Shim. “While Pokemon Go dominates the news cycle, data should determine the attention that it deserves in marketing strategies for retailers and restaurants.”