5 New Marketing Capabilities Enabled by Indoor Mobile Location
As private indoor digital location signals like Bluetooth beacons, WiFi access points and Visible Light Communications (VLC) proliferate in brick and mortar locations around the world, more and more marketers are taking advantage of the opportunities created by this powerful new technology. From physical world customer behavioral data and foot traffic measurement to enhanced targeting and personalization, indoor location is enabling an entirely new set of capabilities that are taking cross channel marketing to the next level. Here are just some of the ways that indoor mobile location is creating new sources of value for retailers, brand advertisers and mobile audience owners.
- A new data layer for enhanced cross-channel marketing – With more than 90% of retail sales taking place in brick and mortar locations, understanding the shopping behaviors of consumers in the physical world is critical to developing a complete picture of their needs and preferences. Until now, personalization efforts have been hampered by customer profiles that were constrained to the digital realm. Indoor mobile location technology is changing all of that by allowing marketers to generate an entirely new set of behavioral data based on the in-store activities of shoppers, thereby enabling greater levels of personalization across all customer touchpoints.
- Enhanced in-store services and experiences – Indoor mobile location technology is allowing retailers to roll out new mobile services that create richer experiences for shoppers. Whether in the form of interactive store maps or digital buying guides, automated appointment check-ins or enhanced loyalty programs, retailers are applying the technology in a variety of ways. Many are also taking advantage of indoor location technology to streamline operational processes including in-store ordering and pickup as well as staffing and customer service activities.
- Interactive retail merchandising – Now that virtually every consumer carries a smartphone while they shop, retailers no longer have to rely on static promotional displays and printed circulars to attract the attention of in-store shoppers. Savvy merchandisers are taking advantage of indoor mobile location signals to activate dynamic and engaging digital experiences that complement their physical merchandising efforts. Personalized digital circulars, multimedia content, expert advice, extended product and style options, and much more can all be accessed at any time, anywhere in the store. Interactive merchandising for the mobile generation is available now!
- Private indoor mobile media networks – Multi-brand retailers know that the physical space in their stores is a valuable marketing asset that is highly coveted by product manufacturers. With indoor mobile location, they can now create valuable digital space as well. Indoor location technology is unlocking an entirely new form of in-store media, allowing retailers to control and monetize the mobile airwaves at specific locations within their stores. Enabled by highly specialized software, these retailer-controlled in-store mobile media networks are creating powerful new marketing and business opportunities for retailers and their brand partners.
- Online to Offline Attribution – As digital continues to command a significant share of ad spend, marketers are searching for tools to help them understand the full impact of these investments on their business. For retailers, store foot traffic is a key driver of success, and being able to connect email campaigns and digital media investments to retail traffic is a capability that is quickly becoming a must have. Indoor location technology is powering a new generation of online to offline attribution capabilities that are enabling retail marketers to understand and optimize digital advertising performance like never before.
Mobile has changed so many aspects of life today thus it’s no surprise that it’s actively disrupting the retail experience. With the aid of indoor location technologies, the store of the future just may be coming to a shop near you.