Proximity marketing opens a whole new horizon for in-store experiences. Faced with fierce online competition, more and more retailers are looking to enhance customer in-store experiences.
What is Proximity Marketing?
Proximity marketing is an innovative approach which uses cellular technology to send marketing messages to mobile devices which are in close proximity to a particular location. By using Bluetooth or Wi-Fi, proximity marketing allows marketers to approach customers with personalized messages based on the customer’s location.
Who May Benefit From Proximity Marketing?
Proximity marketing may be useful to businesses who have a fixed location. Some of the examples include:
- Retail stores
- Shopping centers and malls
- Restaurants
- Hotels
- Event management companies
- Universities
- Museums
- Stadiums
- Exhibition halls and events
Why It Matters?
Immediate or Impulse Buying
Proximity marketing enables marketers to connect with customers when it matters most – while they are nearby or in the business venue. By sending targeted messages at the right time, businesses have a real chance to gain customer attention and drive immediate purchases.
Real Time Connection with Customers
Unlike other forms of marketing, proximity mobile marketing allows companies to literally place their offers in the customers’ hands. By providing offers in real time, businesses have a higher chance to achieve customer engagement, display an innovative approach and build a strong relationship with customers, right through their mobile devices.
In-store Navigation and Product Recommendations
Proximity marketing offers an exciting opportunity for businesses to guide browsing and provide excellent customer assistance even at the busiest times. Mobile apps based on proximity marketing allow customers to check product availability, explore product reviews, and get instructions how to get to a particular place or product.
Geofencing
Geofencing, which is also known as geotargeting, is another location-based service which can be utilized by marketers to grab customer attention. By specifying a virtual fence around a specific geographic area, businesses can easily approach customers with targeted location-specific messages. Thus, geofencing can turn into a powerful tool for interacting with customers and influencing their decision making with real time data.
Loyalty Marketing
Proximity marketing is a powerful tool for increasing customer loyalty. By utilizing the power of proximity based marketing, brands can easily recognize and reward their customers to create experiences which drive customer loyalty. Besides providing relevant messages with exciting offers, businesses can also give away bonus points each time a customer visits or passes by the business venue. Thus, customers would be incented to visit more often and win loyalty points which can be redeemed for attractive rewards at the venue.
Additionally, proximity marketing apps can provide useful product suggestions based on previous customer purchases.
Customer Reporting and Analytics
One of the most important benefits of proximity marketing is the ability to provide businesses with valuable, timely customer insights. Leveraging the Loyax Loyalty Platform, proximity marketing can turn into a valuable tool for collecting real time customer data, including foot traffic, shopping preferences, and other customer activity, helping companies to shape their strategies and optimize their marketing campaigns.
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