We know that the retail industry is evolving rapidly. And we are not just talking about eCommerce. Smart bricks and mortar (and Omni-channel) retailers are using emerging technology such as proximity marketing to stay relevant and competitive.
They are recognising that customers very often blend the off-line and on-line shopping experience to shop around and get the best deals, as well as making the experience itself more ‘social’.
By using emerging proximity marketing solutions retailers are creating opportunities to improve in-store conversion, helping them engage with consumers visiting their store, directly via their smartphone.
What is proximity marketing?
If you are not familiar with the term proximity marketing, take a look at this definition (via Wikipedia):
‘Proximity marketing is the localised wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do.’
At Digital Works Consulting we have recently teamed up with innovative proximity marketing specialist Airspace to create a white paper. The paper investigates how beacon based proximity marketing campaigns can solve some of the challenges faced by fashion retailers.
Airspace uses both indoor and outdoor proximity detection technology. This includes beacons which can detect the user’s precise location, down to a specific store, shop aisle or even shelf. ‘Airspaces’ (proximity marketing zones) can be used to deliver rewards, tactical or time-sensitive offers, special events, social sharing and even ‘hop’ shoppers around the stores based on their shopping preferences.
Airspaces can also be used to gather valuable data about customers and their preferences. Retailers can access a wide range of analytics covering everything from location hotspots to dwell times, which in turn helps them to understand visitors, increase engagement and loyalty.
Find out more how retailers can benefit from using proximity marketing:
- The New Normal: Reaction, Recovery and Resilience - November 2, 2020
- Innovation in Utilities and the Role of Intelligent Automation - July 13, 2020
- The future of retail Part 3: digital transformation in retail - November 26, 2019