When you haven’t stepped foot inside a store for months, navigating crowded aisles can be disconcerting. With products moving to new locations, and sales associates in scarce supply, major retailers are doubling down on visual search experiences to keep customers in the loop.
Once a venue’s maps have been digitized for wayfinding purposes, there are many ways to drive additional ROI from that same set of indoor maps. When location technologies are designed with interoperability in mind, it becomes possible to blend different technologies together to create smart solutions that provide value not only to business operations but also to consumers. By integrating digitized, layer-based indoor maps with other solutions such as the indoor equivalent of GPS, known as Indoor Positioning Systems (IPS), asset tracking and business intelligence, great things become possible.
Here is a shortlist of the top use cases that malls can implement to generate further ROI from their indoor mapping investments.
Over the past few years, a number of national retailers have added mapping technology into their mobile apps. Even more retailers have given store associates handheld devices with integrated indoor location features, putting the answers to frequently asked questions—like where products are located and how to get to certain store departments—at their fingertips.
Even though location and mapping technology is embedded into many consumer-facing shopping apps, and it’s used by retailers to fuel both their marketing initiatives and back-end operations, publicly explained use cases from retail brands are rare. Here are five examples of how retailers are applying the technology and using mapping to fundamentally change the in-store shopping experience.
More than half of shoppers (57%) have used a retailer’s mobile app while in-store. In order for their apps to provide the greatest amount of value, retailers need to tap in to location features, including indoor mapping. When Street Fight first wrote about indoor mapping tools back in 2013, the technology was still relatively young. Now, the market has had time to mature and retailers looking at integrating indoor mapping technology into their mobile apps have an even wider array of vendors to choose from.
Here are seven companies with indoor mapping solutions for retailers.
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Dozens of popular geofencing platforms help retailers generate foot traffic — but what happens after these potential customers cross a store’s threshold is anyone’s guess. In an effort to drive traffic to specific points inside their stores — like special displays, brand kiosks, or promoted products — retailers and brand manufacturers are beginning to utilize “microfencing” solutions from indoor navigation vendors. Here are six tools that retailers and brands can use for in-store “microfencing.”