Gone are the days when email marketing, QR codes, or SMS adverts were used for marketing promotions. Now the best time to reach a consumer is when they’re close to you.
In today’s fast-paced world, what’s available at arm’s length is usually what catches a consumer's attention immediately. This is where proximity-based apps help businesses reach the right customers, with the right offer, at the right time, and the right place.
Proximity apps notify you when something or someone of interest is nearby. Businesses use consumer location to distribute advertising content to the targeted consumer market and notify them as soon as they enter the target location.
Combined with social media marketing, a business can take great advantage of such location-based apps to achieve better results.
Let’s take a look at how smaller shops and businesses can tackle the challenges of proximity-based apps, and compete with the giants in the market.
Reach Them When They Are Near
From browsing products, price comparison to carting and purchasing things from online stores, smartphones have become an integral part of our shopping experience.
Studies suggest that 80% of consumers use their mobile phones to have a better in-store shopping experience. The increasing number of smartphone users, and of those, the ones who use mobile apps for a better in-store experience are rising. This trend will only continue to grow with time.
Businesses can leverage this upward trend by creating proximity-based apps to woo customers nearby and engage them into browsing things they like.
Allow Immediate Purchase
Apart from reaching customers within range, proximity-based apps drive people to an immediate purchase as well. This technology gives businesses a way to connect with customers nearby by sending them offers to entice purchase or buy coupons through messages. This increases chances of a successful future purchase.
Notify Latest Promotions When The Customer Is Around
While a promotional mail to a customer’s house can go unread, a notification that pops up on their phone from an application when they’re nearby gives businesses a better shot at securing successful purchases than any other marketing technique.
Analyze and Study Customer Behavior and Preferences
Contrary to the common misconception, luring customers within the vicinity is not the sole purpose of these apps.
Businesses can also have access to the real-time analytics of consumer behavior, foot traffic, new trends, and a customer’s shopping preferences.
These insights are highly useful for businesses to determine which promotion or campaign worked in attracting them, and what areas need more attention.
Allow Customers to Check-In to Your Establishment
One of the first things most people do nowadays is checking-in on social media as soon as they get to the mall or café. So, when a customer "checks-in" to your business premises, they unwillingly advocate your business to their social media circle.
It is widely estimated that most people find it comfortable to go to places they have heard of through friends, over trying out new places.
In a world where people look for more meaningful experiences from the brands they are loyal to, businesses can use proximity-based apps to improve their brand equity significantly. They can do this by providing a more personalized and engaging shopping experience to their customers, and ultimately differentiate themselves from the competition.
So is your business using proximity-based apps? How has this affected your bottom line? Let us know in the comments below, and thanks for reading!