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Shopper engagement like Amazon, but in Brick & Mortar stores

plus
location services like Google Maps, but in aisles

on shoppers mobile phones

supporting brand marketing, insights and media metrics

Fall, 2017
Bill@AisleFire.com 1 CONFIDENTIAL
AisleFires MISSION

To be the premiere in-store


mobile location services platform.

Every store. Any app.


No beacons or retailer permission required.
In-aisle media targeting. In-store shopping trip data.
Media validation & attribution.

2 CONFIDENTIAL
The Issues. What is needed now.
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RAPIDLY CHANGING CPG ENVIRONMENT NEEDS NEW IDEAS
CPG
Consumers Have Changed spending
Mobile: Always on. Preferred media. New more on
expectations. digital media
They expect: Shopping is easy, fast, mobile
enabled.
Skipping the Center Store = CPG sales/profit
driver. Shifting
away from
traditional
CPG Media Shift to Digital, Mobile media
Digital now exceeds Traditional Advertising.
U.S. CPG Digital spend > $5 billion.
Expected to double in 3 years to $10 billion
Yet CPG is dissatisfied with digital accountability But even
shoppers
dont think it
works!
Why? Not in
aisle.
And The War Has Just Begun
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ROUND ONE IS UNDERWAY: AMAZON VS. RETAILERS

5 CONFIDENTIAL
ROUND TWO HAS JUST BEGUN: AMAZON VS. CPG BRANDS

First Category: Batteries Second Category: Baby Wipes

Share YOY Growth Share YOY Growth

What Categories will be next?

6 CONFIDENTIAL
WHAT IS NEEDED: CPG-FOCUSED IN-STORE MOBILE TOOLSET

Meets CPG Requirements Meets Consumer Needs


Delivers media when shopper near brands Access info and promos easily in aisle near
Brands can deliver media to shoppers brands
without retailer interference or control Works on any app and in any store

Recognizes Retail Must Change Media and Information


Revitalizes in-store shopping experience Validates media delivered at intended location
Helps to counterpunch Amazon. Shopping trip info: exposure & conversion rates

7 CONFIDENTIAL
AVAILABLE APPROACHES ARE SPOTTY AND LIMITING

Current Tech Consumers


GPS fails indoors Want savings and info everywhere
Beacons: Costly, little deployment Relevance to in-store location

Retailers CPGs
Controls the infrastructure Seek scaled & validated media reach
Limited and limiting Greater independence from retailer

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AisleFire and RetailerGPS Overview
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AisleFires RetailerGPS

A continuously expanding in-store marketing dataset.

No retailer approval or beacons Accuracy = +/- 3 meters/1 aisle without


Optional beacon services beacons, < 1 m with them (optional)

Leverages ambient radio signals, on- Artificial Intelligence = accuracy


mobile sensors, & artificial intelligence without in-store hardware
No beacons required, but accuracy
Crowdsourced, brokers, and user-sourced improved if use
setup and maintenance AI = Increasingly precise and
Low cost to scale intelligent with time and usage
Free to start = rapid scale

10 CONFIDENTIAL
3 LEVELS OF INCREASINGLY PRECISE LOCATION ACCURACY
LEVEL 1 Shopper in Store? LEVEL 2 Shopper in Aisle? LEVEL 3 Near Brand/Display?

vv`v

Shopper is in the store, not the Accuracy +/- 1 aisle Same as Level 2, plus 1-
parking lot without beacons meter accuracy if needed
GPS-only not effective in Initial crowdsourced or Optional beacons
stores broker setup registered & deployed
All radios & sensors. Artificial when desired
Intelligence & confirmation

Greater usage, AI and optional beacon integrations enable increasingly


sophisticated capabilities.
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KEY STRENGTHS: RetailerGPS PLATFORM

Works For All Forms of Retail Globally, but


No Beacons = No Retailer Approval
Perfect Fit for CPG Retail
Avoids retailer roadblocks
All in-store locations & brands simultaneously
Frictionless, market-wide deployment - all stores
Enhances in-store engagement
User, Broker, & Crowdsource set-up for rapid scale
Level 1 can work in every store today

Affordable Scale Application Enabler

Level 1 Set-up = $1/store to start - nothing to install Rich data supports unlimited applications
Level 2 Aisle-level accuracy process < $50/store In-aisle marketing, information, compliance
Freemium creates pathway to rapid scale Data and accuracy improves the more it is used

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POWERFUL ENABLING PLATFORM

RetailerGPS dataset can enable several new marketing and info services

In-Aisle Marketing Shopper Media Broker & DSD Display Execution Promo Execution
& Location Insights Attribution Productivity and Compliance and Interaction
Targeting

13 CONFIDENTIAL
EXPANDING SUITE OF INPUTS TO ARTIFICIAL INTELLIGENCE
Radios

GPS Wi-Fi Cell Data BLE Bluetooth Eddystone

Sensors

Magnetometer Compass Accelerometer Sound LED Light Image Video

All ambient radio signals captured. All on-mobile sensors used.


Lots of input data, but its dirty.
AI sorts out the good from the bad.
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SHOPPERS, CROWDSOURCE, AND EMPLOYEES SET-UP
LEVEL 1 Shopper in Store? LEVEL 2 Shopper in Aisle? LEVEL 3 Near Brand/Display?

Are you in?

Recognizes shopper is in the Paid Crowdsourcers/Brokers CPGs, brokers, display providers


store register optional beacons
5 trips to set up, then once
First 5 trips confirmed, then monthly Shelf & displays become
automatic interactive
Volunteer, paid, and CPG data collectors (shoppers, gig workers and CPGs/Brokers).
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AI COMPLETES AND ACTIVATES
Overview of our AI-based approach What Humans See
All radio signals captured
Cell data, GPS, WiFi, Bluetooth

All on-mobile sensors used


Compass, accelerometer,
magnetometer
Next: Audio, Video, AR
What AI Sees - No Digital Map Needed
Simple set up. No digital map needed Media Targeting Triggers
Result: A lot of data. Bad signal-to- Near Brand Promoted
noise ratio Sequence Shopper Walks
Dwell Time Near Brand
AI sorts out the good from the bad Actionable Info
Constantly improves with use Exposure Rate
Conversion Rate
Media Attribution
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SUPPORTS A SPECTRUM OF TARGETING NEEDS
LEVEL 1 Shopper in Store? LEVEL 2 Shopper in Aisle? LEVEL 3 Near Brand/Display?

Monitor & Target when shopper is Somewhere in store Near Aisle Near brand or display

Competitive retailer ads

Draw shopper into aisle

Promotion distribution. Recipes

Competitive brand switching

Interactive displays

CPG/retailer operational
compliance (e.g. displays, safety)

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INCREASING LOCATION PRECISION
LEVEL 1 Shopper in Store? LEVEL 2 Shopper in Aisle? LEVEL 3 Near Brand/Display?

In Aisle (<3m), progressively more


Accuracy goal Shopper in store Same. With optional beacons <1m
accurate (< 2m)

GPS is flawed -- cant tell shopper Marketers want to promote near where Precision and/or data control is
Rationale
is actually in store shoppers decide desired

Strategy Freemium = scale & real estate Low cost to deploy Premium services. Client control.

Set-up & Shopper-Sourced - in-app Crowdsourcer/Broker arranged by


Optional client deployed beacons
maintenance confirmation message AisleFire

Rollout Up to 12,500 by month 6, 25k by


All U.S. CPG stores by month 2 Same
Availability month 24

18 CONFIDENTIAL
Rapid, Cost Effective Scale: Example of 12 Month National Scale
Pilot 1: Proof of Tech Month 1-6 Pilot 2: Media Impact Months 7-12
Complete Tech. 1 Market. Tech focus 2+ markets. 500+ shopper panel. 5+ Brands
Track location accuracy, shopper input Sales impact of in-aisle location media

Rollout 1: Months 13-4 Rollout 2: Months 13-18


Level 1: All Supermarkets in US. 60 days Level 2 (Level 3 optional)
Major Grocery, Drug, Mass. 3 Large states
Level 1 Level 1 Level 1/2/3
Grocery Grocery Grocery
Drug, Mass Drug, Mass

Rollout 3: Months 19-24 Rollout 4 Other Channels & Places


All Major Grocery, Drug, Mass in U.S. Value, Natural, C/Gas, Club, etc. Global
Level 1/2/3 Level 1/2/3
Grocery All Channels
Drug, Mass
19 CONFIDENTIAL
TEAM

CEO - Bill Purcell CTO - Wayne Levy Team Members


Founder/CEO at Founder/CEO at Outsourced Development

#1 Globally Connects Kroger + U.S./Europe/Asia-based AI team


1st Load-to-Card to 2000 CPGs AI R&D, platform, and global eng. team
Coupon Cloud & backend services

+ U.S./Europe-based mobile engineering


UX/UI & mobile engineering
Executive at Executive at Outsourced Engineering Team

Mobile, cloud, data science, and radio


engineers available as needed

20 CONFIDENTIAL
TEAM CORE COMPETENCIES

Deep Knowledge of CPG & Retail Big Data Understanding

Background to match technology to real needs Manage and leverage massive retail and CPG
and market voids. datasets.

Scaling CPG Info/Promo Services Applied Artificial Intelligence

Team has globally launched several of the Often AI is only academic. Leveraging AI at scale
largest and most profitable CPG/Retail B2B in a production mode is a critical skillset.
services.

21 CONFIDENTIAL
AisleFire AND RetailerGPS
AisleFire RetailerGPS
Founded by proven CPG tech veterans Mobile Shopper Marketing & Info in aisle
Mission: In-aisle location media and info Retailer permission is NOT required
services Breakthrough Artificial Intelligence

Uniqueness Accuracy Levels = Multiple Uses


No retailer control over usage 3 levels to target or track shoppers
Works in any store, on any app Shopper is: 1) in store, 2) in aisle or 3)
within arms reach of brand

Unleashes Brand Marketing Power Rapid, Affordable Scale


Drives shoppers and engages at the National scale, all key stores, 18 months
moment of decision Low cost, multi-use deployment without
Validates media. 100% Ad Bot-free retailer roadblock or ransom
22 CONFIDENTIAL
EXAMPLES AND VALIDATION

PROVEN
35x Increase Examples of the types of applications that our clients can build and run
in coupon usage

In Store Shopper Media Safety and Shopper


Marketing Insights Attribution Compliance Testimoniaal
(Retailer app)

PLAY VIDEO 1
PLAY VIDEO PLAY VIDEO PLAY VIDEO
PLAY VIDEO 2

Please click on any link to see brief video of AisleFire in use


23 CONFIDENTIAL