Proximity Marketing as a Key to Success


Nearly 75% of top 20 U.S. retailers have implemented proximity technologies while businesses increased operating profit by 8% with ROI of 365%, according to the latest report from Proxbook. Geofencing, Bluetooth beacons, and Wi-Fi proximity are technologies that enable shopping malls to gain customer location and deliver personalized notifications, making the shopping experience more personal. Proximity technology provides shopping mall owners and managers information on how many users prefer certain stores, how long did they stay at the shopping center, at what time do they purchase or what are their interests in specific events. Using information based on customer preferences combined with location targeting, enable landlords to send relevant messages in real time to their customers. For instance, the shopping mall app can send special offers about restaurants or cinemas settled down at the same shopping center. However, frequency capping is vital to ensure customers are not exposed to numerous notifications while they stay in the shopping mall.

 Nearly 90 percent of customers who search for a local business via their mobile device will visit or call that business within 24 hours. With 40 percent of mobile searches having a local intent, it’s easy to see why location marketing is something you’ll want to consider embracing as part of your overall marketing and engagement strategy. When on mobile devices, most people spend their time in mobile apps, presenting another potential source of engagement. The location technology available today also presents many opportunities for marketers looking to boost their return on investment. By adhering to some of the best practices like the ones discussed here, businesses can increase their possibilities of enjoying effective and successful location-based marketing campaigns. 

 Many retailers are using proximity marketing services to be able to communicate with their customers in a more effective way. The most successful proximity marketing campaigns are a combination between mobile user experience and the correct use of geofences and beacons allowing retailers to create amazing and unique experiences for mobile shoppers. With proximity marketing tools, retail apps can reach the right audience at the exactly the right time using their context and shopping behavior to deliver just-in-time communications. 

 By collecting information from customer purchase history, website data, app data and location information, retailers can make a route map of the customers in order to understand their needs and bring them what exactly they want at the moment they need it the most.  Including proximity-triggered marketing strategies will help marketers to drive visits, get more conversions and improve customer retention rate.

Location-based marketing is perfect for events where there is a high prevalence of Millennials. As the majority of them are digital native, they are constantly watching their smartphones and updating their social networks. Adding to that, a Poll conducted for ticket seller Ticketfly shows that 60% of millennials say that they are interested in receiving push notifications about deals on food, drinks, merchandise, and possible VIP experiences while they are actually at the event.