Make Way for the Indoor Mobile Location Ecosystem
With indoor mobile location signals now appearing in everything from beacons and wifi access points to payment terminals and even LED lights, it’s become easier than ever to connect brick and mortar locations to the omnichannel marketing world. But the road to reimagining the customer experience in the age of an always-connected consumer involves much more than simply activating another marketing touch point. In fact, an entire ecosystem is forming around the indoor mobile location opportunity. Here’s a look at the role that each of these important contributors plays in this new ecosystem.
Because they own the physical space where indoor location signals are placed, retailers ultimately control access to the indoor location ecosystem. In addition to making buying decisions regarding location signal hardware and the specialized marketing software that is used to enable indoor mobile marketing, retailers also choose the mobile audiences and brand advertisers they wish to work with. By managing access rights, messaging rules and content approvals, retailers are able to ensure that the mobile experiences delivered in their stores are coordinated and aligned with their brand.
Enterprise Hardware Providers
With digital location signals now embedded in the latest models of virtually every retail hardware device, enterprise hardware suppliers are playing a more prominent role in the indoor location ecosystem. And by adopting emerging industry standards for the signal protocols that these devices use, these hardware vendors are providing the foundational infrastructure for industry interoperability.
Enterprise Software Providers
Marketing software vendors have long offered the ability to centralize consumer behavioral data and synchronize communications across multiple digital channels. By connecting their platforms to the indoor mobile location ecosystem, these providers are now helping marketers extend their omnichannel marketing capabilities to the physical world, enabling them to understand and influence consumer behaviors where more than 90 percent of retail sales take place – in the store.
Mobile Audience Owners
Every day, millions of consumers turn to their favorite mobile apps for inspiration, advice and service. Large-scale mobile audience owners are now enabling these apps to detect indoor location signals in order to deliver even more relevant and valuable mobile experiences to their users. As these audience owners partner with more and more retailers, the reach of this powerful new technology grows exponentially.
For years, leading brands have been searching for more effective ways to engage and influence consumers at the point of purchase. Indoor mobile location may hold the answer, and brands are responding by funneling shopper marketing budgets to fund the personalized and interactive in-aisle mobile experiences enabled by this new technology.
By connecting retailers, mobile audience owners, brand advertisers, hardware and software providers, Swirl’s industry-leading Mobile Presence platform is powering the indoor mobile location ecosystem. Contact us if you’d like to discuss more about how you can get involved.