By Indhira Desangles
Are you familiar with the technique businesses are using to attract new customers based on their proximity to their location?
Well, until recently I didn't know about it either, and when I saw its potential I was like: WOW!!!
The key is Beacon technology (remember I'm not a tech expert), I'll try to explain how it works in the simplest way possible:
These are devices that are strategically placed near your business and, through Bluetooth, deliver hyperlocal and contextual messages to existing and potential customers via their mobile phones; brands have taken advantage of this, changing the way they interact with their customers, for example:
1. Advertising
Here you can see ads, images, texts, and SMS messages right when your potential customers are passing near your business, and with marketing specialists on your side, you can implement proximity marketing actions to find, attract, and, most importantly, bring back your customers.
2. How great it is to feel unique; personalization is the key to increasing interaction
Did you know that brick-and-mortar stores can achieve the same level of personalization as sites like Amazon? With this strategy, marketers can achieve:
• Send recommendations related to your customers' purchase history.
• Sell products.
• Send recommendations based on the purchasing habits of customers or prospects.
All of this helps to generate positive experiences that, in turn, generate more engagement, loyalty, and sales.
3. Proximity to encourage loyalty programs
Can you imagine your loyal customer walking past your store and finding out there's a special offer just for being your most loyal customer?
This allows you to get your customers to register automatically, earn credit for their purchases, and gain loyalty rewards.
Interesting use cases for geolocation-based loyalty programs include:
• Sending personalized notifications to people when they are nearby.
• Delivery of geo-referenced offers, with great precision.
• Reward the loyalty of customers who spend more time in the office or interacting with messages.
4. Offline data collection
Data analysis allows you to better understand your customers' behavior, which is why investments are made in big data. Geolocation data is used to gather information for marketing campaigns
• Tracking of visitor footprints and paths
• Create heat maps of areas in the store
• Analyze the effectiveness of merchandising
• Measure customer loyalty
• Analyze the type of content that attracts consumers
Finally, across all industries, one of the biggest transformations is proximity marketing to improve the customer experience.
Are you joining the trend?
