WPP’s Mindshare is launching a unit dedicated to helping clients control real time data for in-store and online shopping.

Shop+ will be in partnership with mobile coupon app Checkout 51, enterprise awareness platform Footmarks and beacon proximity, location intelligence and mobile shopper marketing platform InMarket.

Mindshare North America managing director Joe Migliozzi is the global lead for Shop+, with a worldwide team of 12.

“Digital technology continues to dramatically change retail, from online to mobile to in-store,” said Migliozzi. “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.”

According to Mindshare Worldwide chief digital and strategy officer Norm Johnston, this signals the beginning of a third wave of digital marketing, citing another recent launch of Life+.

“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,” said Johnston.