Brand retailers are always seeking newer ideas and opportunities to enhance shopping experience every time a shopper visits a brand store or a shopping mall. Technology plays a vital role in achieving this. There are more and more retailers eagerly willing to embrace and implement these ideas. Their objective is to transform the offline shopping experience for customers using location aware marketing strategy called Proximity Marketing. Also, sometimes called Hyperlocal or Location Based Marketing.

Welcome to the world and age of proximity marketing that uses cellular technologies like Low Energy Bluetooth (BLE) or GPS/Wi-Fi to send targeted messages to mobile device users who are in the vicinity of a business. Such devices enable micro level location tracking in real-time to connect with the shoppers at every possible selling point in close proximity. According to an IBM study, 72% of consumers will act on a call to action from a marketing message if they receive it while in sight of the retailer or shopping mall.

Two New ‘P’s of Modern Marketing

The four ‘P’s of marketing; Product, Placement, Price and Promotion have served as the primary focus of marketing strategy. The two new ‘P’s of modern marketing are ‘Proximity’ and ‘Personalization’, that can help omnichannel retailers to provide the seamless shopping experience to their customers. 

The idea of Proximity Marketing is to transform offline retail stores and shopping centers into smart shopping centers rather than mere selling and buying points by targeting customers with the right content at the right place and at the right time.

They can also navigate with ease within the store or mall, and after completing their purchase, they can go through a seamless checkout. All of these factors contribute to a happier & satisfying shopping experience and boosts brand loyalty within the customers. 

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Customer Engagement

The Proximity Marketing helps to engage the shoppers, who are nearby or inside the shopping mall or the retail brand store and guide them through the entire shopping journey. The location technologies like Beacon and Geofencing can help to achieve this objective. Starting from sending push notifications when customers are in the vicinity of the mall or store, guiding and engaging them through personalized deals to a hassle-free check-out. In addition to this, the shoppers are welcomed and greeted with personalized notifications, that makes them feel good to be inside the store. 

Targeting customers with personalized recommendations and offers based upon proximity leads to higher conversion rates, which is the ultimate goal for brands and retailers.

Why Should Retailers Care?

According to JiWire, the facts are clear as it relates to the value of Proximity Marketing:

  • 53% of consumers are willing to share their current location to receive more relevant advertising.
  • 57% of consumers are more likely to engage with location-based advertising.
  • 62% of consumers share local deals with friends.
  • 63% of consumers feel a coupon is the most valuable form of mobile marketing.

About PinCarts

PinCarts is a technology driven company with a vision to provide a seamless shopping experience to its valuable customers throughout their shopping journey using futuristic retail technologies like proximity marketing, personalization, advanced retail analytics, indoor navigation, contact- less checkout, and virtual and augmented reality. PinCarts’ business model for brand retailers and shopping malls is meant to benefit the shoppers and retailers both. This technology helps with comprehensive cloud-based pre-sales and post-sales analytics and facilitates key decision-making.

Sources

https://marketingtechblog.com/proximity-marketing/amp/

http://www.forbes.com/sites/gregpetro/2014/10/08/how-proximity-marketing-is-driving-retail-sales/#349795543ff5

How Proximity Marketing is Transforming Offline Retail
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