Proximity services are becoming a crucial part of marketing. The saturation of most industries and the competition to get your voice heard over your competitors is forcing marketing techniques to adopt a smarter approach.
Customers can become easily irritated with impersonal, irrelevant messages clogging up their notification wall. When was the last time you opened a generic push notification? Proximity marketing can ensure you are sending the right message at the right time to the right audience.
Proximity technologies connect actions and objects to IT systems, using beacons to bridge the gap between the digital and physical world. Proximity can trigger notifications on smart devices, prompting users to take action.
Here are the 4 Key Features of Proximity Services:
Gather Detailed Statistics
Proximity services utilise information gathered about your customers. A single customer view gives intelligent insights into an individual user’s activity. This info allows marketers to target specific users with relevant messages at crucial moments using proximity-triggered strategies.
This valuable data can be leveraged to sell your products or services to customers who are more receptive. Relevant messages can be sent to a user based on previous engagement, through features like, push notifications or in-app messaging. Sales and marketing teams can spend less time engaging the mass and channel their efforts into targeting specific users who are more likely to make a purchase.
Location-based services can be used to detect a customer’s presence within a certain area, e.g. near your store. This allows relevant messages to be sent to your user enticing them to further engage with your brand on and offline.
Brands can create a series of location-based actions or guide users to defined places within their devices. For services like retail, beacons can be positioned within stores and assist in gathering useful insights about individual customer behaviour. For example, what products customers are spending particularly long looking at.
Ikea are one retailer using proximity services to enhance their customer experience. They utilise push notifications, triggered by beacons across the store, to welcome them to the store, remind users of their collected rewards and, most importantly, notify them of special offers, like free coffee.
These messages can prove to be a winning tactic. Not only do they increase conversion rates by encouraging customers to purchase by reminding them of relevant offers, they contribute the overall customer experience.
Another great example of a brand leveraging the opportunities presented by location-based services is the app, Visit Benidorm. After downloading the app, users can bookmark certain attractions and receive alerts when they are nearby. The app also delivers personalised recommendations based on a visitor’s preferences and their age and gender.
The app not only generates revenue opportunities for local businesses, it also assists the city gather crucial data about the tourism industry in Benidorm to help them improve tourist experiences.
Personalised messaging can capture your customer’s attention by enticing them with products and services previously
acknowledged by the user. Detailed statistics gathered using beacon technology, paired with the advanced artificial
intelligence incorporated into any good marketing software, gives a full picture of the products or services your customer is interested in, what messaging they are most likely to engage with and how they interact with your digital ecosystem. This information will inform sales and marketing teams on how to interact with specific users.
Regent Street Stores are one brand who’ve successfully deployed this tactic. Their mobile app
encourages users to adjust their preferences to suit their personal taste. The app can then recommend brands and offers to customers most relevant to them. Since introducing the personalised recommendations, claimed offers have increased more than ten times!
Improve Customer Experience
Awareness of a customer’s brand and product preferences allows businesses to send relevant, targeted messages that will not only grab a customer’s attention, but also match their purchasing behavior, offering a more valued customer experience.
Proximity services can also contribute to more innovative engagement campaigns. For example, popular consumer technology trade show, CES utilised beacon technology to run a scavenger hunt at one of their trade shows. Beacons placed at various areas within the venue triggered personalised notifications to attendees based what stage of the scavenger hunt they were at.
Beacon campaigns can also encourage collaboration with other brands and third-party endorsments. The women’s publication successfully encouraged the purchase of the edition along with featured beauty products and apparel through beacons technology to celebrate its 30th anniversary.
B60’s Propel, includes proximity services as well as intelligent insights gathered by artificial intelligence and data-driven messaging feature to assist your brand target your customers with the right message at the right time.
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