Retail marketing meets customers where they’re at with location-sharing apps
Recent developments in retail technology are focused on shopper-centric marketing strategies. Retail customer intelligence helps businesses personalize ads and deals to individual consumers. One of the latest areas of exploration, called geofencing, uses customers' locations to send them retail information they can use immediately.
Geofencing works through mobile apps that identify a shopper's location and send him or her relevant messages. For example, Apple's new iBeacon protocol can help retailers engage customers on location. This means that consumers can receive deals and suggestions while they are in the store or shopping center, which can lead to more immediate responses.
Retailers can take advantage of this technology in a number of ways. The ABA Banking Journal described a scenario in which customers could receive information or coupons when they stop in front of a specific display, such as a shelf of Keurig products.
The application of this technology must be done in a non-threatening, non-invasive way to prevent customers from feeling bombarded by ads or violated by location tracking, the journal cautioned. Apps that allow shoppers to opt-in on services like coupons or suggestions can help. At the same time, consumers are beginning to feel more comfortable about having their location shared through apps. A recent Life360 survey revealed that nearly two thirds of smartphone users allow apps to share their location.
