Proximity Marketing : Future of Retail? - Centareum - Medium - 0 views
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Digital is a way of life now.
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Due to methods like ecommerce, show-rooming and ‘brick-&-click’, the lines between the physical and virtual marketplaces are getting blurred.
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With omnichannel browsing and buying patterns of consumers, proximity marketing seeks to provide marketing solutions that are relevant as well as personalized.
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Techniques such as NFC, geofencing, beacons, social check-ins and retargeting are being used nowadays to achieve the perfect blend of digital marketing and offline purchasing.
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One of the most important aspect of Proximity Marketing is to provide the right promotions to the customer at the right place and time for the right price. This translates to not just reach, but conversion.
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The ads must get delivered to the customer when they are near the store and the possibility of the conversion is the highest. Statistics show, ads served in the vicinity of the store tend to get 5x more conversions.
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The deep analytics of the profile of the most loyal customers and their corresponding buying pattern must be kept in mind.
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Marketing platforms have a high cost and with the increase in cost and decrease in sales volume, retailers are in dire need of cost cuts.
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Digital technology has revolutionized our way of life, our very existence. With the prevalence of smart phones, the lines between physical and virtual market places are getting blurred due to e-commerce, show-rooming and brick and click. Typically to find a local business, customers use a smart phone, social recommendations, opt-in push notifications and retargeted ads from websites previously visited. Enter Proximity Marketing: It describes location technologies for attracting customers by direct communication on their smart-phones or Bluetooth or GPS enabled devices. It provides the right promotions at the right place and time for the right price. This not only reaches customers, it converts them. Statistics show, ads served in the vicinity of the store tends to get 5X more conversions. With omnichannel browsing, personalized buying patterns of consumers are used along with techniques such as NFC, geofencing, beacons, social checking and retargeting to capture business. Using this 4R principle, Centaream, the new Proximity Marketing mobile marketing platform will start facilitating business for merchants by October 2018 in the U.S.A, Singapore and India. In my opinion, proximity marketing makes sense and should be a big success.