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BizReport : Research : September 22, 2016

Report IDs value of Pokemon Go players

While many people think of the Pokemon Go craze as just another mobile game, there is some value for businesses. According to new data out from Slant Marketing most players (82%) they surveyed have visited a business while playing the game.

by Kristina Knight

Of those who have visited, about half who admit they 'were lured' into the business also say they stayed for at least a half hour. Researchers also found that about half who visited a business (51%) visited that business for the first time because of the Pokemon Go game.

"Pokemon Go helps a lot of different types of businesses. From coffee shops to cafes, to convenience stores, it's able to hit multiple sectors. Among millennials, Pokemon Go is having it's greatest impact. This often hard to target demographic is showing up in small businesses and staying there for upwards of 30 minutes or more," said Chris McGuire, Vice President, SLANT, Inc. "In order to impact sales you first need to drive traffic into the stores. By leveraging games like Pokemon Go store owners can attract new foot traffic, as well as, develop strategies to keep customers there longer."

McGuire believes using 'lures' - game pieces that bring Pokemon characters to a business, thereby influencing players to come to the business to find the characters - is one way to drive such traffic.

"Lures cost $0.99 for a 30-minutes. This is such a small investment to see if this is something that can work for you. The really interesting thing is, these lures can be used in different ways. A bar will use a lure to keep people inside and order another drink. Restaurants will use it to balance the lunch hour rush with the 2-3 o'clock lull," said McGuire.

Full details from the report can be found here.

Tags: M:Commerce trends, mobile commerce, mobile marketing, Pokemon Go, SLANT

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