Geomarketing, a new level of retail customer care

Consumers are tired of constantly receiving commercial notifications. Many times, they don’t even read them; they discard them systematically. At times it seems that the retail sector is doomed to channel huge budgets into massive, poorly segmented, and very unprofitable marketing actions. The success rate is very low for the investment. The solution? Location-based marketing campaigns, i.e., communication that arrives when and where needed.

Many companies, marketing agencies and technology developers in the retail world are at this very moment working and investing many resources to reach consumers in the so-called “micro-moments of consumption”. The purpose is ambitious and key to sales in both the virtual world and reality. In the case of physical sales, we could translate it as getting a commercial communication to the potential customer when they are close to the establishment, more receptive and ready to make a purchase. Communicating in this context is very different from doing it on the way to work.

Does it sound like science fiction? Certainly, for many, it could be like the search for the Holy Grail in the retail world, since it would allow, broadly speaking:

• Make commercial communications highly effective.
• Minimize the percentage of wasted advertising resources.
• Ensure that the information is useful to the customer and therefore more appreciated.  

This strategy has a name: geomarketing. To carry it out, two main factors: the moment and the context in which the potential buyer is.

We are not talking about personalized messaging. Geomarketing goes one step further: the messages sent to customers are designed for them and their interests. This message makes sense at the right time when they are near the establishment. In addition to the brand’s legitimate interest in increasing sales, there is also the customer’s interest in transforming the purchase into an experience. The shopper expects a value-added service that justifies their trip to a shopping mall or entering a store.

Would you like to know more? Download this whitepaper now through the form above!

What will you learn?

How to implement a geo-marketing strategy using indoor location technology.

Why Situm is the best option to achieve the best customer experience. Learn about our technology and use cases in the retail sector and how we already work with companies developing geomarketing strategies.