Brand experience agency ignis has launched the first product from its new tech venture, ignovation labs.

Ignis claims its new Retailemetry is “a unique data capture, reporting and insights system that delivers live audience and activity analysis, when activated in a retail promotional environment.”

The launch took place at the recent Tax Free World Association Exhibition & Congress in Cannes, as part of the TFWA Digital Village. TFWA attracts the world’s leading travel retail operators and the brands which sell through the travel retail channel.

Ignis says Retailemetry collects data at point of purchase and allows it to be assessed in real-time to instantly measure how campaigns are performing. Data is automatically uploaded to the cloud with a web app front end meaning that data collection can be made across multiple devices at the same time.

That data, such as demographic, attitudinal and purchase insights, can then be accessed in real-time to monitor, measure and report on the success of each event activation.

An API means Retailemetry can be deployed to work with other tech-driven applications and products. For example, it can be used with intelligent flooring to record footfall in store and produce heat maps of shopper movements in real-time, or it can be used with local weather data to analyse the impact of changes in the weather.

Ignis announced the launch of ignovation labs in September. It is a new in-house department tasked with identifying and developing pioneering technologies and reinforcing a culture of innovation within the agency.

The department is headed up by ignis’ Oliver Carew. Carew says: “Innovation has always been an integral part of ignis’ DNA, and the ignovation labs are an extension of that philosophy. The labs exist to develop several new proprietary technologies each year that solve big problems for existing and new clients. At times parties may feel uncomfortable in the ideas we put forward, but ultimately we hope to inspire them to push boundaries further then they have ever done before.”

As part of ignis’ commitment to innovation, the agency has also invested in DRNK?, a spontaneous socialising app that helps users meet new individuals and groups when they’re out and about.

Stephanie Whitaker, Managing Director of ignis, observes: “Incubating and accelerating growth in tech start-ups allows the agency to operate on the cutting edge. DRNK? has significant potential in its own right, and also provides an interesting opportunity for our current roster of drinks brands to advertise on the platform.”

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When it comes to buying home and kitchen appliances, British consumers admit that the right reward is just as important to them as quality of product, according to new research.

The independent study of 2,000 British adults, commissioned by 360 Insights, a global leader in ‘Software as a Service’ platforms for marketers, found that 17% of consumers said their purchase decision was driven by a promotion, the same amount that identified product quality as the reason for their purchase.

The only factor deemed more important to consumers was product price, with 23% of respondents pinpointing cost as the main factor. The report also found that the internet is the most common place for consumers to find out about promotions and incentive programmes attached to home and kitchen appliances. 55% of respondents said that they heard about promotions online, as oppose to only 29% that had discovered them instore.

John Bird, UK General Manager at 360insights, says: “This research shows that rewards programmes are at the forefront of a consumer’s mind when purchasing home and kitchen appliances. With customers willing to substitute product quality for a reward, brands not offering an incentive programme run a serious risk of losing customers to rival brands that do.”

Bird adds: “This is worrying for brands that are spending considerable budget getting a customer to the point of purchase, just for that customer to switch to a competitor offering a promotion or reward. The brand is, effectively, spending money in creating demand that a rival company ends up benefiting from.”

360 Insights argues that with UK consumers’ main consideration being price, then promotions, a good price point in the market combined with a well-thought-out reward programme really will influence the buying decision of the customer.

360 Insights is a global Cloud-based provider of channel management software, incentive and promotional analytics and insights. UK clients include Bosch, Siemens, Neff, Stoves, Belling, Zanussi, Electrolux and Dimplex.

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