While retailers are experimenting with new technologies in their mobile marketing campaigns, there is one major thing they’re lacking. And if you don’t have it, it might make or break your campaign. So what is the #1 thing you lack?
The answer is location or proximity marketing. Every retailer should use this ingredient in at least one mobile marketing campaign. And even if you do proximity marketing, you might not be maximizing it to its full potential in your mobile campaign.
First, let’s state what proximity marketing is. Proximity marketing is 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.
Now let’s expand on how it is executed properly with a few tips.
Proximity Execution in a Mobile Marketing Campaign
One way to accomplish proximity marketing in a mobile campaign is by driving the mobile customer to visit the store. Invite users to shop in-store and let them gather points via your mobile site or app. Deploy a couple of beacons in the front of the entrance of the shop, by a sales rack or by the exit doors. Then configure the beacons in your mobile engagement automation system. Identify these beacons and name them with a specific purpose besides the tracking code.
After you set up the beacons, then draw your mobile engagement strategy. Is there customer feedback you’d like to gather? Better set up in-app surveys or polls. Do you want to attract new users inside the shop? Better invite them to an exclusive sale in store and give them a promo code via push message. Perhaps you want users to spend more time inside? Then arrange a loyalty program so they can shop in-store with loyalty points accumulated in the app. Want to create more buzz? Set up a pop-up store, invite customers and reward them if they refer new visitors.
Now, here’s something to keep in mind as you flush out your proximity marketing mobile campaign. STOP SPAMMING your users! Now that you’ve set up your proximity mobile campaign, take a step back. Study your users. Where do they travel inside the store? Which aisles do they dwell by? How often do they visit your store and how long do they stay? After studying your users’ behavior for a few days, then send a highly personalized message or offer. The key is not to overwhelm your customer, but engage them contextually in the right time, format (the offer) and place!