The reports released last week by industry organizations provide useful advice on mobile marketing tactics and using location data. Both studies point to the need to apply integrated, cross-channel measurement techniques, and to use location data for targeting, customer segmentation, and attribution.
Many small-but-growing businesses have a multi-store operation and a dynamic online presence, but simply can’t afford the custom-built, integrated retail and ecommerce systems that keep a premium brand’s customer experience tight and consistent. Here are some tactics they can employ to hack that problem.
The new service leverages historical shopping information to allow retailers to serve shoppers more relevant deals on their phones. It is an extension of the company’s StoreMode platform, which upgrades the usefulness of retailers’ branded apps with features like indoor mapping, product location, and store-specific searches.
Using both explicit and passive location data from its Foursquare City Guide and Foursquare Swarm apps and websites, the company analyzed consumer visits at Macy’s and Kmart locations that closed in 2016. Foursquare also looked at foot traffic at competing retail stores around the same time period.
The technology is here — if not packaged yet — and ultimately the costs to manufacture will likely fall enough to allow SMBs to participate. But until that day arrives I guess we’ll have to hold up our smartphones or don bulky headsets to experience the future.
Roughly 61% of retailers with online and physical outposts offer a way for shoppers to pick up their online purchases in-store, and the trickle down effect means more small and mid-size businesses are adopting the technology to make buy online, pick up in-store a reality.
Pushing back against a shifting tide and changing consumer behavior won’t be easy, but executives at in-store digital marketing technology provider Swirl believe they can change the way consumers shop. Hilmi Ozguc, Swirl’s CEO, says the key will be arming physical retailers with the same datasets as e-commerce giants.
“It’s no secret that today’s retail landscape has shifted from ‘shopping efficiency’ to experiential. Customers want and expect elevated treatment from their brands. Specifically, brands that they frequent,” says the company’s SVP for direct to consumer, John Hazen.
Beacons will become standard when retailers use them to identify their businesses in the same fashion they publish their address or phone number. They will also become a standard when the industry starts treating them like a standard. That will solve the chicken-and-egg problem.
Foursquare—the location-based social network that now calls itself a “location intelligence” company—recently stepped into the analytics business. The company’s entree is a product called Attribution Powered by Foursquare that is intended to help brands measure how media impacts foot traffic in brick-and-mortar locations. To fuel this intelligence, the company pulls data from a panel of […]