It is critical for brands to understand the consumer journey and what are the touch points during this path. These key moments represent the times when a consumer is more open to purchase or consume a certain product and when it becomes really relevant to deliver a call-to-action.
To know about those moments means collecting multiple data about the consumers and his behaviour. And knowing about their location means that the brands can connect and engage with the consumer at the right moment.
Location-enabled advertising is not a new concept but the different arrays of the technology and the proliferation of smartphones are only now allowing marketers to take full advantage of it.
Location data is playing an important asset for brands to connect with consumers in the real world, and the smartphone is being the key communication channel to deliver that engagement everywhere.
Pre-installed mobile wallets applications on smartphones, such as Apple Wallet or Android Pay, allow brands to reach their audience in a relevant and compelling way, giving the opportunity for marketers to benefit from mobile wallets as a new mobile marketing communication channel.
And one of the most interesting features of mobile wallets is the possibility to engage in real-time with the consumers using native location-based technology or by interacting with beacons. Marketers can specify strategic locations or associate beacons to the mobile wallet, in order to trigger location-based notifications directly to the consumer smartphone.
Learn more and try to create your own location-based mobile wallet marketing campaigns with a free Passworks trial.
Proximity marketing is at the tip of every respectable marketer’s tongue. The real question behind this coined expression is How can I impact my customers at a specific location near my store or in the store itself?
Juniper’ research provides and answer to this question, showing that in-store beacons (one of 2015 most known proximity marketing technology tool ) have consistently generated high redemption rates. As an example, Hong Kong based CTF jewelry chain saw redemptions rates approaching 60% resulting in a huge sales uplift.
Another example is Macy´s. Macy’s has deployed more than 4000 beacons in-store. Considered one of the leaders in mobile shopping in the US, they offered an in-store experience where shoppers had multiple chances to win prizes by playing the mobile-enabled Macy’s Black Friday Walk In and Win game, triggered by beacons.
“From welcoming customers to our stores as they arrive to providing more relevant messaging and special offers based on their location in the store, we will aim to better engage with shoppers through the use of beacon technology via the Macy’s App, in order to provide our valued customers with an even better, more personal shopping experience,” Mr. Veras said Macy´s Director of National Media Relations according to the Mobile Commerce Daily Magazine.
ItWire and MediaPost Magazine predict massive growth in the next 4 years: almost 2 Billion coupons delivered with beacons! Not bad for a little device that measures 3cm!
But the good news is that beacons can also be associated with mobile passes that can be installed on Apple Wallet (previously named Passbook) or other mobile wallets. A beacon can trigger a notification from the digital pass to remind customers of a promotion at a specific location. This location-based feature allows brands and retailers to either skip any type of App backend integration or to reach customers that don´t have their App installed.