Geo-aware marketing – the new dimension
Geolocation is set to take personalisation and customer engagement to the next level. Many popular apps rely on geolocation technology to provide local information on things like the weather, restaurants and cinemas. People are also very familiar with navigation software and geotagging their locations via social media. But what are the implications for the retail industry?
Many popular apps rely on geolocation technology to provide local information on things like the weather, restaurants and cinemas. People are also very familiar with navigation software and geotagging their locations via social media. But what are the implications for the retail industry?
The explosion in smartphone use provides the opportunity for retailers to bring together location and customer insights to produce exceptionally relevant shopping experiences in real-time. Free WiFi is increasingly being made available in stores and this not only provides great customer service, but also opens the door to geo-aware marketing. WiFi positioning can be used to recognise and engage with customers via their mobile devices as they walk into stores or pass nearby.
There are already very sophisticated methodologies for mining retail interactions and distilling behavioural insights – but introducing geolocation adds a whole new dimension. The real benefit of geo-aware marketing lies in linking where the customers are to existing data on what they love, why and how they buy and what earns their loyalty. Armed with this information, retailers can take personalisation to the next level and communicate highly targeted offers and shopping suggestions to customers while they are in an ideal position to buy.
Relevant information delivered in the right place and at the right time is likely to be welcomed and seen as an asset - and usually makes people much more receptive to cross selling offers. Customers will be happy to opt-in to a genuinely helpful geolocation service which makes shopping faster, easier and more rewarding.
Consider, for example, someone who has tried on a pair of jeans but the right colour is out of stock – that customer leaves a message asking to be informed when new stock is delivered. A couple of days later when walking past another branch of the same store, they receive notification that the exact pair of jeans is available now at that location. As analysis of shopping patterns has revealed that this customer also likes gourmet food, an offer on smoked salmon from the store’s delicatessen can be sent at the same time as the information about the jeans. When applied intelligently and based on in-depth customer knowledge, geolocation technology could have the power to truly engage shoppers, driving adoption, trust and brand loyalty.
emnos specialises in leveraging huge volumes of shopper transaction data and interpreting what it reveals about customer behaviour, needs and wants. Major brands around the world rely on emnos insights, strategy and technology to retain a competitive edge in marketing, merchandising, pricing and promotional campaigns. Now emnos is also considering the advantages geolocation technology can offer its clients.
To learn more about developing a customer-centric focus and the new, advanced opportunities to further shape personalised marketing, please get in touch with us.