![]() When it’s done wrong – most notably too many messages & the wrong call to action that the shopper isn’t interested in – that conversation can and will end.Īt Shopkick, we leverage geofencing/GPS, beacon/BLE and other forms of location based marketing as a means to an end. Both sides are winning: the shopper is getting very specific information such as offers or other calls to action, and the retailer/brand is able to communicate with the shopper in a real-time/real-place. Now that the shopper is engaged in the experience and conversation with the retailer – via the mobile app – the retailer or brand earns the opportunity to show them the next proximity based offer when it’s done right. ![]() In (almost) all scenarios, location based marketing notifications triggers the shopper to open the application… which is the whole point of leveraging a mobile device in-store… enabling a dialog between that shopper and the retailer. It can be downright annoying when it’s done wrong and the ‘magic’ wears off because of incorrect location or too high a frequency of messages. The right balance of where, and more importantly how frequently, a shopper should receive these notifications is the real magic for marketers when they get it right. They can even help the brand avoid costly endcap placements by guiding a shopper to their product regardless of placement inside the store. These tools can both verify and inform that the shopper has actually crossed “the lease line” to their store, or visited the dressing room. Whether it’s creating a virtual geographic boundary around a store to remind a shopper when they are getting near a retailer that they might want to visit, or leveraging more advanced technology like beacons to remind a shopper to take an action once they are already inside the store, there is no shortage of location based marketing tools to truly serve the right message to the right person at the right time – and at the very right place. The use of location based technology (presence technology, proximity technology) can be an incredibly powerful toolset for connecting brands and retailers with shoppers when it’s done right.
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