Post by ivykhan885 on Mar 7, 2024 0:46:15 GMT -6
It may happen that you pass, for example, in a shopping centre, next to a certain shop, and receive a notification on your mobile phone relating to products on sale in a store present in that very structure. This is a drive to store proximity marketing solution, a method also known as geolocalized marketing. Find out now how to attract new customers to your store thanks to Ediscom drive to store solutions! To learn more, please click here ! Proximity marketing and in-store experience Share on Facebook Share on LinkedIn REQUEST INFO ON DRIVE TO STORE! An introduction to proximity marketing Starting from a definition, we identify proximity marketing as " a marketing technique that operates in a defined and precise geographical area, through visual and mobile communication technologies, with the aim of promoting the sale of products and services. ” Since this is a relatively new sector, the potential offered by this type of promotion is still in the exploratory phase, especially regarding the inevitable collection and processing of data. The possibility of exploiting an omnipresent device in the lives of potential customers has added a further tool in the marketing mix, offering a priority communication channel and an additional touchpoint in the physical experience,
to compete with online commerce. Proximity marketing technologies Most of the notifications sent to potential customers are disseminated via beacons , strategically positioned inside (or near) the stores that have adopted them. To better understand how this mode of communication works, let's take a step back. Once Apple launched iBeacon technology in 2010, the primary objective of this service was to provide a way to send and receive digital content within limited physical spaces. The beacon is nothing more than a Bluetooth radio beacon , capable of sending any type of content Australia Telegram Number Data be it text, image, video or much more. Although this is a patented technology spread by Apple, it is currently also compatible with all devices equipped with Android 4.3 firmware or higher. Speaking of diffusion capacity, it is possible to go from a range of about ten centimeters up to two hundred meters , with the possibility of using the device even in outdoor spaces. To share content with potential customers, the latter must respect a series of conditions : install a specific app (for discounts, promotions, vouchers, offers, etc.), have notifications enabled and keep Bluetooth turned on. If all these conditions are met, customers will automatically receive promotional messages by walking near the beacons and entering their range .
We will talk about the implications for privacy and data processing later, shortly we will focus on the value that this dynamic has for the user experience of customers and the possibilities for marketers. Proximity marketing in the user experience Analyzing the phenomenon of proximity marketing as an interaction between a seller and his potential customers, the notification received from beacons can be considered as one of the components of the user experience . This location-based marketing mode offers retailers the opportunity to add a layer and enrich the in-store shopping experience. This is a very important step, as an added value of this type, in a historical moment where consumers are moving further and further away from physical shops, allows them to compete with generally more convenient electronic commerce. Leaving aside the commercial aspect momentarily, it is important to note how this technology can also be used in other realities, always with a view to a better user experience . In reality, such as museums or art galleries , the use of beacons allows visitors to receive information about them and their authors by walking through the various rooms and passing by individual works. Despite the added value that only a professional guide is able to provide
to compete with online commerce. Proximity marketing technologies Most of the notifications sent to potential customers are disseminated via beacons , strategically positioned inside (or near) the stores that have adopted them. To better understand how this mode of communication works, let's take a step back. Once Apple launched iBeacon technology in 2010, the primary objective of this service was to provide a way to send and receive digital content within limited physical spaces. The beacon is nothing more than a Bluetooth radio beacon , capable of sending any type of content Australia Telegram Number Data be it text, image, video or much more. Although this is a patented technology spread by Apple, it is currently also compatible with all devices equipped with Android 4.3 firmware or higher. Speaking of diffusion capacity, it is possible to go from a range of about ten centimeters up to two hundred meters , with the possibility of using the device even in outdoor spaces. To share content with potential customers, the latter must respect a series of conditions : install a specific app (for discounts, promotions, vouchers, offers, etc.), have notifications enabled and keep Bluetooth turned on. If all these conditions are met, customers will automatically receive promotional messages by walking near the beacons and entering their range .
We will talk about the implications for privacy and data processing later, shortly we will focus on the value that this dynamic has for the user experience of customers and the possibilities for marketers. Proximity marketing in the user experience Analyzing the phenomenon of proximity marketing as an interaction between a seller and his potential customers, the notification received from beacons can be considered as one of the components of the user experience . This location-based marketing mode offers retailers the opportunity to add a layer and enrich the in-store shopping experience. This is a very important step, as an added value of this type, in a historical moment where consumers are moving further and further away from physical shops, allows them to compete with generally more convenient electronic commerce. Leaving aside the commercial aspect momentarily, it is important to note how this technology can also be used in other realities, always with a view to a better user experience . In reality, such as museums or art galleries , the use of beacons allows visitors to receive information about them and their authors by walking through the various rooms and passing by individual works. Despite the added value that only a professional guide is able to provide