How to Use Indoor Mobile Location to Enhance In-Store Discovery

In a previous post, we dispelled the common misconception that Millennials are a generation moving away from brick and mortar retail, with nearly 82% of this important demographic feeling that a physical store presence is an important part of any brand. Recently, a new study went even further, crowning Millennial women the saviors of malls and shopping centers.

In this new study, over one third of Millennial women surveyed reported shopping centers and malls as their preferred way to “discover” products, particularly when it comes to apparel. Two thirds of this same group said that they prefer to make purchases in a store.

However, that’s not to say that these shoppers aren’t browsing and buying across other channels as well. Even if in-store is the preferred method, there is still a significant amount of research and shopping happening online and on mobile devices. Milliennials are, after all, referred to as the “digital generation.” So, for these consumers in particular, connecting all of these channels is not just an opportunity, it’s a necessity.

One way that leading retailers are making these channel connections is by using indoor mobile location to engage with in-store shoppers via their mobile devices. Digital location signals including WiFi and Bluetooth Low Energy (BLE) allow retailers to pinpoint shopper locations in the store, allowing them to deliver relevant content and services directly to shopper smartphones. A few ways that this is being used to enhance the in-store discovery process include:

  1. Lookbooks/Inspiration Guides: Since we already know that shoppers are drawn to brick and mortar stores for in-store discovery, a lookbook or inspiration guide delivered to their mobile device may enhance that aspect of the experience. The ability to see how a piece of clothing could be styled or paired with another item in the store cements the value of in-store browsing, and ups the potential for making an additional sale.
  2. Product Recommendations Based On Past Purchases: By connecting to shopper smartphones in the store, retailers are able to take advantage of shopper data they already have and use that data to tailor messages and content delivered to those shoppers. The ability to connect online shopping behavior with indoor location creates the opportunity to recommend the most relevant products and services to in-store shoppers.
  3. Loyalty/Rewards Programs: The ability to remind a customer of current offers or loyalty points they may have available while they are in the store is a great way to enhance the shopping experience. Regardless of channel, shoppers are often persuaded by a good deal, and being reminded of untapped offers at the right time in their shopping journey can make the difference between a purchase being made or not.

 

For more ideas on how to improve your in-store experience using indoor mobile location, download our Mobile Presence Inspiration Guide here.


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