MUMBAI: WPP’s Mindshare has launched 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.

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

Shop+ has inked partnerships with Checkout 51, a mobile coupon app for shoppers; InMarket, a beacon proximity, location intelligence and mobile shopper marketing platform, reaching over 36MM beacon-enabled app users per month in every major US retail location and Footmarks, an enterprise awareness (beacons) platform provider. 

More partnerships will be added in the coming months.

Mindshare Worldwide chief digital and strategy officer Norm Johnston 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.”

Mindshare Shop+ leader Joe Migliozzi added, “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.”