Enhancing Omnichannel Marketing with Indoor Mobile Location

Omnichannel marketing has been a top retail priority for the past several years, and although a number of leading brick and mortar retailers have established very sophisticated digital capabilities, none have been able to deliver a truly seamless customer experience across EVERY touch point.

That’s because, until now, there has never been a precise and reliable way to connect the physical store experience to the digital world. And considering the fact that 90% of retail sales still take place in brick and mortar stores, marketers who ignore the physical world will never be able to fully deliver the kind of seamless and personalized experiences that consumers now expect.

While GPS-based mobile location has opened the door for bridging the physical and digital worlds, it doesn’t offer the level of accuracy and precision necessary to reveal a shopper’s true intent. The difference between knowing that a consumer is “somewhere near my store” and knowing that she has been browsing in the shoe department of my store for the past six minutes is enormous- and that’s the power of indoor mobile location. By enabling a valuable data layer and an entirely new set of customer touch points, indoor mobile location is making omnichannel a reality.

A new data layer for the physical world

Digital location signals provide an opportunity for marketers to generate new data and insights into consumer behaviors in the physical world. This behavioral data includes how recently and frequently a shopper visits a store, how long a shopper dwells in the store or in a specific department, the path she takes through the store as she shops as well as how she engages with in-store mobile content and services. Each of these key data points provides information that marketers can use to tailor the message and content they deliver at every touchpoint.

New marketing touchpoints for the physical world

Indoor mobile location technology allows marketers to engage with consumers in a powerful new way- on their smartphone, at the store shelf, while they shop. Enabled by time and location context, these marketing moments provide retailers with an unparalleled opportunity to create value through highly personalized and relevant interactions that become part of the physical shopping experience itself. It’s a marketing opportunity that simply does not exist in the online world.

Bringing it all together

Indoor mobile location technology fills the “missing link” in omnichannel, by providing marketers with visibility and capabilities in the physical world. But, unless these new data sets and customer touchpoints are connected to existing programs and platforms, marketers will never realize their full potential. That’s why Swirl developed DataBridgeTM, a series of automated integrations that make it easy to synchronize configurations and data with leading third party platforms.  Retailers are already taking advantage of Swirl DataBridges that are currently available for Oracle Marketing Cloud, Facebook Ads Manager, Google Beacon Platform, Cisco Meraki WiFi access points, OSRAM BLE-enabled light drivers, LiveRamp IdentityLink, and Accuweather local weather conditions and forecasts. Additional integrations with Adobe Marketing Cloud and several other marketing automation platforms are in development and will be released soon. Swirl also offers a complete set of location data APIs that can be use to support custom integrations with any other database or system.

Contact us if you’d like to learn more about how to make indoor mobile location an integral part of your omnichannel efforts.


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