Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc

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Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
Q2 2021
Seasonal
Strategy Guide

Spotlight on
Dining and Retail

© 2021 Foursquare Labs, Inc
Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
Introduction

What can retailers, restaurants, and other
businesses expect from consumers in Q2 2021?

After 12 months of adapting COVID-19
restrictions and constantly shifting consumer
behaviors, retailers and restaurants are
undoubtedly eager to kickstart their rebound.

In this report, we use location data to examine
consumers' 2020 habits and behaviors around key
Spring holidays. Armed with this information,
retailers, quick-service restaurants (QSRs),
casual-dining restaurants (CDRs), and other
businesses can better strategize how to reach
and engage with their consumers.

                                                  2
Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
Table of Contents

04 Key Trends To Watch In Q2

06 Easter

12 Cinco De Mayo

19 Mother's Day

25 Father's Day

31 Memorial Day

40 Q2 Seasonal Strategies & Targeting Recommendations

                                                        3
Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
3 Key trends to watch in Q2 2021

 1                                                    2                                                3
 Shifts In Consumer Behavior                          Celebrating Holidays And                         Spending More Time
 Around Dining Out                                    Special Occasions At Home                        Outdoors

 Foot traffic to casual dining chains has             Foot traffic to essential retail & off-premise   Foot traffic to outdoor destinations such as
 remained well below normal levels since the          locations has picked up more notably around      parks & trails has remained well above normal
 pandemic began. While some consumers are             holidays throughout the pandemic compared        since the outbreak of COVID-19. While outdoor
 still visiting casual dining chains during holiday   with visits to on-premise locations, perhaps     destinations typically see an uptick around Q2
 weekends, others may be ordering take-out or         indicating a shift in consumer behavior that     holiday weekends under normal circumstances,
 visiting fast food drive-thrus instead.              will continue throughout Q2 2021.                these destinations may be even more popular
                                                                                                       amongst travelers as the pandemic continues.
 Opportunity:                                         Opportunity:
 Align with consumers’ visitation patterns            Recognize and adapt to the ‘new normal’ —        Opportunity:
 to deliver moment-based messaging when               Segment and tailor messaging based on            Reach consumers planning a road trip or a
 consumers are most likely dine out.                  consumer behavior.                               local weekend getaway in Q2 2021.

                                                                                                                                                        4
Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
Taking a closer
look at consumer
behavior around
key holidays in Q2.

                      5
Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
Easter
Weekend

Retail                  Dining

Reach consumers at      Consider highlighting
the places they’re      pick-up and delivery
most likely to shop     options to win with
for groceries & other   consumers who plan
cooking essentials in   to stay home this
the days leading up     Easter weekend.
to Easter weekend
this year.

                                                6
Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
Identify key audiences around Easter
Weekend
Parents With Young   Wine Enthusiasts   Outdoor Enthusiast   Easter Brunch Hosts
Children                                                     & Guests

Where they go:       Where they go:     Where they go:       Where they go:
Elementary Schools   Vineyards          Flower Shops         Butchers
Preschools           Wineries           Gardens              Farmers Markets
Nursery Schools      Wine Shops         Garden Centers       Cheese Shops
Theme Parks          Wine Bars          Trails               Candy Stores
Zoos                 Liquor Stores      Nature Preserves     Big Box Stores
Playgrounds          Bars               Farms                Grocery Stores

                                                                                   7
Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
Top Easter Weekend activities based on real
world behavior

    FAMILY FRIENDLY ACTIVITIES   OUTDOOR ACTIVITIES        ADULT ACTIVITIES
    ZOOS +11%                    BIKE TRAILS +7%           SPEAKEASIES +11%
    CANDY STORES +11%            MOUNTAINS +5%             WINERIES +7%
    THEME PARKS +7%              NATURE PRESERVES +5%      WINE BARS +6%
                                                           VINEYARDS +5%

                                                        Foursquare data from 2020; lift as compared to the same
                                                        days of the week before and after Easter weekend

                                                                                                                  8
Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
Consumers host Easter
gatherings at home

 Foursquare data reveals an uptick in visits to various       Foursquare data reveals an uptick in visits to grocery
 casual dining chains on Easter weekend compared to           & essential retail chains on Easter weekend compared
 the weekend before and after.                                to the weekend before and after.

 CRACKER BARREL +44%           TEXAS ROADHOUSE +5%            THE FRESH MARKET +26%                         TOTAL WINE +6%
 LONGHORN STEAKHOUSE +24%      IHOP +5%                       WALMART +7%                                   DOLLAR TREE +6%
 OUTBACK STEAKHOUSE +6%                                       99 CENTS ONLY +7%                             VONS +5%
 CHILI'S BAR & GRILL +6%                                      RALLY'S +7%                                   WALGREENS +4%

                                                          Foursquare data from 2020; lift as compared to the same
                                                          days of the week before and after Easter weekend                    9
Q2 2021 Seasonal Strategy Guide Spotlight on Dining and Retail - 2021 Foursquare Labs, Inc
Consumers shop for
spring flowers &
fresh produce on
Easter Weekend

                     Location data confirms that consumers are more likely to
                     visit the following categories on Easter weekend
                     compared to the weekend before or after -- perhaps
                     shopping for fresh produce or plants.

                     GARDENS +8%
                     FLOWER SHOPS +8%
                     FARMS +6%
                     FARMERS MARKETS +5%
                     GARDEN CENTERS +5%

                     Foursquare data from 2020; lift as compared to the same
                     days of the week before and after Easter weekend           10
We recommend reaching...

Easter Celebration Planners                 Reaching Easter Deal Shoppers In        Florist Shoppers                        Parents of Young Kids
                                            Real-Time
Reach consumers stocking up on eggs,                                                Reach consumers who have a history of   Reach consumers whose location
candy, home decor, and other Easter         Reach Easter shoppers seeking deals     visiting florists and are likely to     history indicates they have young
supplies in real-time, at grocery stores,   on clothing, seasonal decor, and home   purchase flowers for their Easter       children.
party supply stores, and wholesale          goods at Walmart, Target, or other      celebrations.
clubs. Geofence locations in our Cards      major retailers in real-time.
and Stationery place category, or
specific chains like Hallmark.

                                                                                                                                                                11
Cinco de Mayo

Dining

Consumers are more likely to visit restaurants
that specialize in Mexican cuisine on Cinco
de Mayo compared to the Tuesday before
and after.

• While many consumers         • Foursquare data reveals
 are still dining out as the     an uptick to fast food &
 pandemic continues,             casual dining chains
 others may prefer to            specializing in Mexican
 order in or take                cuisine during Cinco De
 advantage of fast food          Mayo last year vs. the
 drive-thrus.                    same day of the week
                                 before and after.

                                                            12
Identify key audiences around Cinco de Mayo

     Fans Of Mexican Fare         Nightlife Enthusiasts   At-Home Party Hosts
                                                          & Guests

     Where they go:               Where they go:          Where they go:
     Mexican restaurants          Cocktail Bars           Grocery Stores
     Burrito places               Beer Bars               Liquor Stores
     Tex-Mex restaurants          Wine Bars               Flower Shops
     Taco places                  Sports Bars             Wine Shops
     Latin American restaurants                           Beer Stores
     Fast food restaurants                                Gourmet Shops
                                                          Cheese Shops

                                                                                13
Top Cinco de Mayo
activities based on real
world behavior
 Since this report examined data from Cinco
 de Mayo 2020 (which occurred at the height
 of the pandemic) we can't include the most
 popular real-world activities from Cinco de
 Mayo 2020...social distancing, lock-downs,
 and other factors caused most people to
 stay home.
 Foursquare data from 2020; lift as compared to the same
 days of the week before and after Cinco de Mayo

                                                           14
Consumers enjoy a                                       Consumers celebrate
fast-casual meal on                                     Cinco de Mayo with
Cinco de Mayo                                           authentic Mexican
                                                        Cuisine

Despite the pandemic, the following chains
still saw a notable uptick in traffic:

 +65%            +33%            -19%        +13%          +62%                     +46%                          +45%          +44%
 Chili's Grill   Chipotle        Taco Bell   Del Taco      Tex-Mex                  Burrito Places                Mexican       Taco Places
 & Bar           Mexican Grill                             Restaurants                                            Restaurants

                                                        Foursquare data from 2020; lift as compared to the same
                                                        day of the week before and after Cinco De Mayo

                                                                                                                                              15
Consumers
celebrate Cinco de
Mayo at the bar

                     Foursquare data reveals an uptick in visits to various on-
                     premise locations on Cinco de Mayo compared to the
                     Tuesday one week before and after.

                     COCKTAIL BARS +12%
                     WINE BARS +6%
                     SPORTS BARS +6%

                     Foursquare data from 2020; lift as compared to the same
                     day of the week before and after Cinco De Mayo
                                                                                  16
Other consumers
may be hosting at          The following                                           TOP VISITED
                           categories saw a                                        ESSENTIAL
home for Cinco             positive uptick                                         RETAIL CHAINS:
                           in traffic on
De Mayo                    Cinco De Mayo:
                                                                              TOTAL WINE +37%
                                                                              VONS +19%
                                                                              ALBERTSONS +14%
                    LIQUOR STORES +19%
                                                                              KROGER +13%
                    BEER STORES +15%
                                                                              WEGMANS FOOD MARKETS +9%
                    CHEESE SHOPS +15%
                                                                              STATER BROS. +9%
                    WINE SHOPS +13%
                                                                              WINN-DIXIE +9%
                    FOOD TRUCKS +10%
                                                                              PUBLIX +9%
                    GROCERY STORES +9%
                                                                              STOP & SHOP +9%
                    GOURMET SHOPS +6%
                                                                              RALPHS +8%
                                                                              SAVE-A-LOT FOOD STORES +8%
                                                                              SAM'S CLUB +6%

                    Foursquare data from 2020; lift as compared to the same
                    day of the week before and after Cinco De Mayo
                                                                                                           17
We recommend reaching...

Mexican restaurants enthusiasts        Nightlife enthusiasts

Reach consumers recently seen dining   Reach consumers emerged from stay-
at Mexican Restaurants to reach        at-home orders and seen socializing at
frequent visitors who love Mexican     bars, nightclubs, and festive restaurants
cuisine.                               in 2021.

                                                                                   18
Mother's Day

 Retail                     Dining

 Capitalize on consumers’   Reach consumers in the
 gifting preferences with   places they’re most likely to
 timely promotions.         visit for dine-in or take out
                            on Mother's Day this year.
                            • While the pandemic has certainly
                              impacted foot traffic to on-premise
                              locations, perhaps consumers are
                              planning to pick-up specialty drinks
                              from their favorite nightlife spots, or
                              make their own drinks at home this
                              year.

                                                                        19
Identify key audiences around Mother's Day

  Mother's Day               Parents & Young Families   Mother's Day Shoppers   Hosts & Guests
  Celebrators

  Where they go:             Where they go:             Where they go:          Where they go:
  Movie Theaters             Elementary Schools         Flower Shops            Grocery Stores
  Steakhouses                Playgrounds                Chocolate Shops         Liquor Stores
  Italian Restaurants        Preschools                 Gift Shops              Flower Shops
  Wine Bars                  Daycares                   Wine Shops              Wine Shops
  Flower Shops               Mini Golf Courses          Women's Stores          Butchers
  Chocolate Shops            Kids Stores                Cupcake Shops           Gourmet Shops
  Wine Shops                 Baby Stores                Bakeries                Cheese Shops
  Health & Beauty Services                              Jewelry Stores

                                                                                                 20
Top Mother's Day gifts based
on real world behavior

   SOMETHING THOUGHTFUL        SOMETHING SWEET      SOMETHING SENTIMENTAL
   FLOWER SHOPS +22%           CUPCAKE SHOPS +19%   PHOTOGRAPHY LABS +26%
   BOUTIQUES +9%               BAKERIES +18%        FRAME STORES +8%
   GIFT SHOPS +8%              DONUT SHOPS +7%      PHOTOGRAPHY STUDIOS +6%
   WINE SHOPS +7%              CANDY STORES +6%
   ARTS & CRAFTS STORES +16%

                                                    Foursquare data from 2020; lift as compared to the same
                                                    days of the week before and after Mother's Day            21
Consumers celebrate Mother's
Day with a special meal

Foursquare data reveals an uptick in visits to various        Foursquare data reveals an uptick in visits to various
casual dining chains on Mother's Day compared to the          restaurants on Mother's Day weekend compared to
weekend before and after.                                     the weekend before and after.

THE CHEESECAKE FACTORY +93%    OUTBACK STEAKHOUSE +54%        STEAKHOUSES +32%                                     JAPANESE RESTAURANTS +14%
RED LOBSTER +75%               CRACKER BARREL +34%            ITALIAN RESTAURANTS +22%                             FRENCH RESTAURANTS +13%
LONGHORN STEAKHOUSE +70%       RED ROBIN +30%                 SUSHI RESTAURANTS +16%                               THAI RESTAURANTS +12%
OLIVE GARDEN +67%              APPLEBEE'S +25%

                                                         Foursquare data from 2020; lift as compared to the same
                                                         days of the week before and after Mother's Day                                        22
Consumers celebrate
Mother's Day with a
special toast to
Mom

                      Foursquare data reveals an uptick in visits to various on
                      & off premise locations on Mother's Day weekend
                      compared to the weekend before and after.

                      WINERIES +13%                           GROCERY STORES +13%
                      VINEYARDS +10%                          WINE SHOPS +7%
                      WINE BARS +7%                           LIQUOR STORES +6%

                      Foursquare data from 2020; lift as compared to the same
                      days of the week before and after Mother's Day                23
We recommend reaching...

Vineyard and winery visitors               Family-Minded Dads                      Mother's Day Shoppers                     Luxury Lifestyle Moms

Reach consumers in real-time while         Reach men frequently observed in        Reach consumers seen shopping at          Influence Mom’s gift wish list so she can
they’re in the midst of Mother Day         real-world dad behaviors who will       retailers perfect for Mother’s Day        share ideas with friends and family by
activities –– such as visiting wineries    need to shop for a gift.                gifts.                                    reaching affluent Moms who spend on
and vineyards.                                                                                                               luxury brands.

Mother's Day Restaurant Visitors In        Health Conscious Moms                   Vineyard and winery visitors
Real-Time
                                           Influence Mom’s gift wish list so she   Reach consumers in real-time while
Reach consumers in real-time while         can share ideas with friends and        they’re in the midst of Mother Day
they celebrate the mothers in their life   family by reaching moms who live an     activities –– such as visiting wineries
over a meal.                               active and healthy lifestyle.           and vineyards.

                                                                                                                                                                         24
Father’s Day

 Retail                                          Dining

 Capitalize on consumers’                        Reach consumers in the
 gifting preferences with                        places they’re most likely to
 timely promotions.                              visit for dine-in or take out
                                                 on Father's Day this year.
 • Reach consumers in the places they’re
   most likely to shop for groceries & other
   cooking essentials in the days leading up
   to Father's Day this year.

 • Location data confirms that consumers are
   more likely to visit off-premise locations
   during Father's Day weekend compared to
   the weekend before and after, perhaps
   indicating a preference for toasting Dad at
   home vs. at the bar.

                                                                                 25
Identify key audiences around Father's Day

  Father's Day          Parents & Young Families   Father's Day Shoppers   Hosts & Guests
  Celebrators

  Where they go:        Where they go:             Where they go:          Where they go:
  Steakhouses           Elementary Schools         Liquor Stores           Grocery Stores
  Italian Restaurants   Playgrounds                Wine Shops              Liquor Stores
  French Restaurants    Preschools                 Men's Stores            Flower Shops
  Whiskey Bars          Daycares                   Bakeries                Beer Stores
  Beer Bars             Kids Stores                Outdoor Supply Stores   Butchers
  Speakeasies           Baby Stores                Sporting Goods Shops    Gourmet Shops
  Cocktail Bars                                    Fishing Stores          Cheese Shops
  Dive Bars

                                                                                            26
Top Father's Day gifts based
on real world behavior

   CLOTHING & ACCESORIES   OUTDOOR GEAR               GADGETS
   SHOE STORES +9%         HUNTING SUPPLIES +11%      CAMERA STORES +24%
   MEN'S STORES +7%        FISHING STORES +10%        ELECTRONICS STORES +7%
                           SPORTING GOODS SHOPS +8%

                                                      Foursquare data from 2020; lift as compared to the same
                                                      days of the week before and after Fathers Day             27
Consumers dine out with Dad
on Father's Day Weekend

 Foursquare data reveals an uptick in visits to the         Foursquare data reveals an uptick in visits to
 following categories on Father's Day weekend               various restaurants on Father's Day weekend
 compared to the weekend before and after.                  compared to the weekend before and after.
 FISH MARKETS +12%                                          BRAZILIAN RESTAURANTS +20%
 BUTCHERS +10%                                              STEAKHOUSES +16%
 CUPCAKE SHOPS +10%                                         LATIN AMERICAN RESTAURANTS +10%
 CHEESE SHOPS +10%                                          SEAFOOD RESTAURANTS +8%

                                                      Foursquare data from 2020; lift as compared to the same
                                                      day of the week in the three weeks before and after       28
Consumers shop
off-premise for
Father's Day
celebrations
at home

                  +5%                         +5%      +4%
                  BEER                        LIQUOR   WINE
                  STORES                      STORES   SHOPS

                  Foursquare data from 2020                    29
We recommend reaching...

Tech Enthusiasts               Mothers                           Father's Day Gift Shoppers       Fathers                            Father's Day Restaurant
                                                                 In Real-Time                                                        Visitors In Real-Time
Reach consumers who are        Moms will be looking for                                           Influence Dads’ wishlist by
early adopters of the latest   Father’s Day gifts. Reach         Reach consumers in real-time     reaching Dads who are often        Reach consumers in real-time
tech products. Pre-covid,      Moms who are often out of         while they are shopping for      seen dropping off and picking      while they celebrate the
these consumers were           the house and on-the-go           Father’s Day gifts. Locations    up their kids from sports          fathers in their life over a meal
frequently seen shopping for   taking care of their children.    can include watch stores,        practices and other                at locations in Foursquare’s
mobile phones, headphones,     Pre-covid, moms spent time        sporting goods stores such as    extracurricular activities. Pre-   casual and fine dining
tablets, laptops, wearable     taking their kids to swimming     Cabela’s, REI, Bass Pro          covid, dads visited parks,         restaurant place categories.
tech, connected televisions,   pools, recreation centers,        Shops, etc., and retailers who   athletic fields, recreation
and other technology           athletic fields, amusement and    specialize in men's apparel      centers, community swimming
products.                      theme parks, etc. Moms were       and accessories such as          pools, children’s play centers
                               also seen shopping at baby        Brooks Brothers, Bonobos         such as Chuck E. Cheese’s,
                               supply and clothing retailers,    and more.                        and amusement and theme
                               toy stores, children’s clothing                                    parks.
                               stores, and children’s
                               furnishings and decor
                               retailers.

                                                                                                                                                                         30
Memorial Day

 Retail                            Dining

 Data reveals an uptick in         Data reveals an uptick in
 visits to retail stores and       visits to hotels on Memorial
 shopping malls on Memorial        Day weekend, indicating that
 Day weekend, indicating that      people may be planning a
 people are likely taking          local getaway this year.
 advantage of end-of-season
 sale events.                      • While some consumers may be
                                    planning a weekend getaway for
                                    Memorial Day, others are likely
 • Deliver relevant messaging to    planning to host or attend
   consumers in places they're
                                    backyard parties & BBQs at home.
   most likely to shop.

                                                                       31
Identify key audiences around Memorial Day

   Retail Shoppers &       Weekend Getaway    Party Hosts & Guests
   Value Seekers           Travelers

   Where they go:          Where they go:     Where they go:
   Shopping Malls          Hotels             Grocery Stores
   Clothing Stores         Vacation Rentals   Liquor Stores
   Outdoor Supply Stores   Resorts            Big Box Stores
   Outlet Malls            RV Parks           Wine Shops
   Outlet Stores           Beaches            Warehouse Stores
   Women's Stores          Mountains          Gourmet Shops
   Men's Stores            Campgrounds        Cheese Shops
                           National Parks

                                                                     32
Top Memorial Day activities based on real
world behavior

    BEACH & WATERFRONT   OUTDOOR ACTIVITIES           CAMPING & NATURE
    LAKES +30%           SKI AREAS +24%               CAMPGROUNDS +36%
    SURF SPOTS +25%      FISHING SPOTS +24%           STATE PARKS +35%
    BEACHES +22%         ROCK CLIMBING SPOTS +14%     NATIONAL PARKS +35%
    ISLANDS +18%         TRAILS +12%                  FORESTS +26%
    HOT SPRINGS +17%     OUTDOORS & RECREATION +10%   RV PARKS +21%
                         BIKE TRAILS +7%              MOUNTAINS +16%
    WATERFRONTS +13%

                                                      Foursquare data from 2020; lift as compared to the
                                                      weekends before and after Memorial Day weekend       33
Consumers celebrate                                                  Consumers shop end-of-
Memorial Day with a                                                  season sales on
weekend getaway                                                      Memorial Day Weekend

 +28%                        +23%                          +12%       +12%                        +11%                     +8%
 Resorts                     Vacation                      Hotels     Outlet                      Women's                  Department
                             Rentals                                  Stores                      Stores                   Stores

 More likely to stay at...

 • HOME SUITES BY HILTON +12%                   • DAYS INN +6%
 • BEST WESTERN +10%                            • LA QUINTA INNS
 • HILTON HOTELS & RESORTS +7%                        & SUITES +6%

 Foursquare data from 2020; lift as compared to the                   Foursquare data from 2020; lift as compared to the
 weekends before and after Memorial Day weekend                       weekends before and after Memorial Day weekend

                                                                                                                                        34
Memorial Day                    SHOPPING FOR
                                CLOTHING &
                                                                            SHOPPING FOR HOME
                                                                            DECOR & GADGETS

shoppers seek value             ACCESSORIES

                                                                           PIER 1 IMPORTS +43%
while shopping for         TANGER OUTLETS +40%
                           ROSS DRESS FOR LESS +32%                        ASHLEY HOMESTORE +25%

Clothing & Home            MACY'S +29%
                           BURLINGTON +21%
                                                                           HOMEGOODS +9%
                                                                           LOWE'S +8%

Decor                      PREMIUM OUTLETS +19%
                           KOHL'S +18%
                                                                           BEST BUY +8%
                                                                           THE HOME DEPOT +6%

                           OLD NAVY +8%

                      Foursquare data from 2020; lift as compared to the
                      weekends before and after Memorial Day weekend                               35
Consumers host &
attend Memorial
Day celebrations
at home

                    Foursquare data reveals an uptick in foot traffic to essential
                    retail chains during Memorial Day weekend last year
                    compared to the weekend before and after.

                    BINNY'S BEVERAGE DEPOT +30%                         VONS +13%
                    SMART & FINAL +20%                                  RALPHS +13%
                    LUCKY SUPERMARKETS +19%                             SAFEWAY +13%
                    WINN-DIXIE +17%                                     ALBERTSONS +13%
                    STATER BROS. +14%                                   TOTAL WINE +13%

                   Foursquare data from 2020; lift as compared to the
                   weekends before and after Memorial Day weekend                         36
People celebrating
Memorial Day at home
may be dining out or
picking up take-out

                       Foursquare data reveals an uptick in foot traffic to some
                       fast food and casual dining chains during Memorial Day
                       weekend last year compared to the weekend before and
                       after, including:
                        BOB EVANS +14%
                        SHAKE SHACK +14%
                        KRISPY KREME DOUGHNUTS +13%
                        CRACKER BARREL +12%
                        PERKINS +12%
                        THE CHEESECAKE FACTORY +8%

                       Foursquare data from 2020; lift as compared to the
                       weekends before and after Memorial Day weekend              37
We recommend
reaching...                                                                  Memorial Day Celebration Planners In Real-Time
                                                                             Reach consumers in real-time when they are at or near stores to purchase
                                                                             items for Memorial Day such as barbecues, campouts, and other
                                                                             celebrations. Geofence hardware stores, sporting goods stores, grocery
                                                                             stores, bulk retailers, and liquor stores to reach shoppers in real-time.

Outdoor Enthusiasts                                                          Memorial Day Retail Shoppers
Reach consumers who care about the environment and enjoy spending            Reach consumers in real-time when they are at or near retail stores to
time outdoors. Outdoor Enthusiasts participate in outdoor activities such    shop end-of-season sale events. Geofence shopping malls, clothing stores,
as hiking, camping, and backpacking. These consumers are active in           outdoor supply stores and other retail categories to reach shoppers in real-
outdoor places such as national parks and forests, campgrounds, beaches,     time.
cycling paths, hiking trails, flower fields, and other nature reserves.

Memorial Day Outdoor Roadtrippers in Real-Time                               Memorial Day Travelers
Reach Memorial Day roadtrippers in real-time by geofencing gas stations,     Reach consumers likely to travel for Memorial Day Weekend based on their
rest areas, campgrounds, RV parks, mountains, forests, national parks,       recent visitation to hotel chains, transportation hubs & airports, and
hiking trails, lakes & rivers, rock climbing locations, and more.            resorts. Also, reach consumers whose online interests indicate they are
                                                                             interested in travel through their search, sharing, and content viewing.

Beach Destination Travelers                                                  Memorial Day Celebration Planners
Reach consumers whose location history indicates they frequently travel to   Reach consumers who have been seen preparing for Memorial Day
island, beach, or waterfront destinations in the winter and summer.          barbecues, campouts, and other celebrations. consumers have recently
                                                                             visited hardware stores, sporting goods stores, grocery stores, bulk
                                                                             retailers, and liquor stores.
How to take
action in Q2
with location
technology.

                39
Put location technology to work.
Segment Audiences       Tap Into Trends     Moment-based Messaging   Influence Buyer Behavior

Identify consumers      Use taste & trend    Dynamically             Reach key
in different life       data to identify     optimize messaging      audiences on their
stages with changes     consumer             and creative to align   path to purchase,
in foot traffic         preferences,         with the appropriate    intercepting and
patterns, visit         creating programs    moment                  influencing their
frequency & brand       that drive mass                              journeys
affinities              personalization

Conquest Competitors   Proximity Target     Leverage Insights        Measure Impact

Target consumers in    Identify consumers   Use insights on          Monitor how cross
and around             in & around store    lifestyles & brand       platform advertising
competitor locations   locations to drive   preferences to           is driving visits to
to change their        them to purchase     influence future         store locations,
behavior with          specific products    growth initiative        optimizing
conquesting                                                          performance in real-
messaging                                                            time
Thank You

            Interested in discussing how location data and
              technology can bolster your Q2 strategies?

                    Reach out at Foursquare.com.

       Wondering where you can access Foursquare's data?
       Foursquare's Places and Visits data are available via our
       flat-file and API options as well as through our strategic
               partners, including the AWS Data Exchange.
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