Anyone who, like me, is often accused of paying more attention to the smartphone than the large selection of women’s shoes during longer shopping trips together, now gets the justification: location-based marketing solutions. But what’s the exciting thing about it anyway?
Online and mobile marketing can offer the clear advantage of being able to use customer behavior and customer wishes individually for advertising, offer design and advice. At the POS, on the other hand, the product presentation and personal contact with the customer often work wonders. It’s just a shame that the seller does not know the preferences and interests of the customer in order to be able to respond precisely to his needs.
iBeacon and its Android colleagues are now preparing to bridge the gap between the two worlds . What no customer card has done so far is now possible with the smartphone. Small Bluetooth LE transmitters positioned in the store connect to the customers’ smartphones and exchange information. Relevant customer information in one direction, context-based offers and product information in the other direction. Not a bad deal for the customer: after all, he gets such interesting additional information as videos, pictures, data, reviews and customer opinions on exactly the products he is looking for.
Apple’s iBeacon is probably the best-known representative. Interestingly, the application in the restaurant was described as an example of use: the hungry customer receives the offers, daily menus, free seats or waiting times and can immediately reserve tables, order or pay for meals. It doesn’t take a lot of imagination to identify appropriate uses in many retail stores.
In the meantime, many large and small providers are rushing to the new technology and are offering cost-effective solutions. The essential point in communication with the customer is an app on the phone. If your own app is missing, there is also the option of connecting to a cross-dealer solution. Not a bad solution, because probably no customer will voluntarily install hundreds of dealer apps on their smartphone.