It’s a Saturday afternoon. I’m going to my favorite clothing retailer. As soon as I walk inside, I hear a beep. It’s a “Welcome Back, Kate!” in-app message. Curiously, I click the in-app message. Afterward, I’m redirected to the retailer’s mobile hybrid app. I see my loyalty points listed. In fact, I’ve already accumulated 250 points. Therefore, I’ve also leveled up a “Fashionista” status because I visited the store more than 3 times in November. Additionally, I opened the app more than 5 times and explored the new Fall arrivals both in their store and app.
How did the retailer know that I entered their shop? And how did they know I’m inside their store without opening their app initially?
The retailer set up proximity marketing in order to engage me. So then, what is proximity marketing? It’s a type of marketing that leverages technologies like beacons, geo-fencing, geo-targeting, NFC, BlueTooth and more in order to identify different mobile-powered or IoT-powered devices nearby or a certain geographic range. Therefore, if the proximity marketing technology pairs well with the right mobile solution, marketers can unlock revenue-driven, engagement opportunities. Depending on the marketer’s mobile strategy, such engagement opportunities can potentially influence shoppers to buy more in-store, accumulate more points, participate in gamification and so forth.
There are countless creative ways retailers can do in a proximity marketing strategy. The bottom line is that as long as I’m engaged, rewarded, or enticed, I’ll keep coming back for more.
To find out more, download the FREE “Proximity Brief” below.DOWNLOAD MY BRIEF