The community-driven navigation app launched a proactive shift in strategy that focuses on leveraging data to predict and potentially influence driver needs

One of the key takeaways from PSFK and Microsoft's Retail Trends Playbook 2020 was the signal for anticipatory support; as retailers leverage data intelligence to better track and respond to shopper behaviors and purchasing habits, service will shift from reactive to proactive. In 2019, we're seeing examples of this strategy across all industry verticals. In the automotive sector, a certain GPS platform recently launched a new initiative that takes predictive retailing to the next level.

Community-based navigation app Waze earned its status as a near necessity for drivers in over 185 countries through its user-maintained reliability: Drivers submit traffic information throughout their journey, and Waze updates its service accordingly. The formula is successful, as Waze reports 12 million submissions each month. The platform has leveraged this unique marketing opportunity, selling ad space for retailers to send nearby drivers relevant discounts and offers. Perhaps the Google-owned company has decided to take this more seriously, as it recently announced a shift in strategy dubbed ‘Destination-Based Marketing.'

The new industry term is supposed to directly build off Waze's previous ad program, ‘Location-Based Marketing,' where ads were determined based on current location. The Destination approach goes beyond real-time offers, instead providing retailers with the ability to anticipate consumer needs, influence decision-making and perhaps reroute the driver by offering a solution that they didn't know they needed.

The change in marketing direction is supplemented by Waze Local, a deep analytic tool from the app that businesses can buy into for access to Waze's wealth of consumer data. And according to Waze, the investment appears to pay off—for every dollar spent on Waze Local, businesses are able to reach 384 new drivers. In the interest of transparency, Waze Local offers businesses trackable insights to see how many people were directed to their store through the platform.

The predictive modeling embraced by Destination-Based Marketing not only reflects an industry-wide effort to provide anticipatory support, but is also a uniquely digital boost for brick-and-mortar shops that could use the extra foot traffic. For a consumer culture so largely governed by mobile activity, it is perhaps the perfect link for a hybrid physical-digital future.

Waze

One of the key takeaways from PSFK and Microsoft's Retail Trends Playbook 2020 was the signal for anticipatory support; as retailers leverage data intelligence to better track and respond to shopper behaviors and purchasing habits, service will shift from reactive to proactive. In 2019, we're seeing examples of this strategy across all industry verticals. In the automotive sector, a certain GPS platform recently launched a new initiative that takes predictive retailing to the next level.