Location-based marketing targets consumers depending on their physical location and is used to send online or offline messages tailored to their needs. Let’s understand how brands leveraged location data with the help of Location based marketing examples.
From discovery to purchase to engagement and retention, location-based marketing has demonstrated effectiveness across the customer lifecycle. It is possible to hone in on specific customer segments with targeted offers when location-based marketing is used properly, while improving customer satisfaction for a population that increasingly values instant gratification. Using location-based marketing, a prospect might be alerted to a nearby retailer carrying a product they are considering, so they can pick it up immediately.
In this article you will learn about how certain brands in the retail sector use Location-based marketing to their advantage with Examples of Location based marketing.
Pros of using Location Based Marketing for your business
- Engage your audience better – By targeting your product or service based on location, you can engage people who are interested in your product. It is possible to avoid spending money convincing people to purchase your product by getting your message to the right people at the right time. Therefore, the ROI will be higher. Marketing professionals can benefit from location-based marketing by better connecting with their audiences. Establishing business relationships with customers can be enhanced by utilising the established locations of their audience.
- Improved Search Engine Rankings – Having your business rank higher on search engines is the number one goal of location based marketing. It makes sense for businesses to gain access to a customer’s location data since people tend to look for the first business that has it when they are on the go. As a result, location-based marketing improves search engine rankings.
- Personalised mobile experiences – The more personalised your message is, the more likely you are to recall it and take action, as a marketer you know. Seven out of 10 consumers prefer content and ads targeted specifically to their interests, according to research by one of the world’s leading digital marketing and analytics agencies. There are many things that mobile marketing excels at, beyond personalised content and push notifications. In order to create more effective campaigns, data collection facilitates user segmentation.
- Monitor user activity – Feedback from your customers or users will give you insight into what your audience thinks of your products or brand. Mobile marketing makes it easy to track user responses as well. You can instantly check how many people saw a certain advertisement by reading product reviews. It is also possible to track how many people visit a specific website page and how long they stay on it.
10 Location Based Marketing Examples in Retail Sector
The use of location-based marketing is an effective and cost-effective marketing strategy. The question is, what does location-based marketing actually mean? What can you do in 2022 to make this powerful mobile marketing strategy work for you? If you’re considering that for your business, it’s important to understand how it works. Here are certain Location based marketing examples explaining how certain brands used location data to boost their marketing strategies.
- Location Based Marketing Examples of Kalyan Jewellers
One-on-one customer tracking was the hallmark of Kalyan Jewellers
For more traction on available products and offers, Kalyan Jewellers wanted to create and share content on a one-on-one basis. First-party data was provided by Sekel Tech to Kalyan Jewellers so they could locate the address of their customers. Furthermore, Sekel Tech created a WhatsApp campaign for Kalyan Jewellers to send videos and messages to multiple people at once.
- Location Based Marketing Examples of Denny’s
With the help of post-ad surveys, Denny’s raised awareness amongst customers
In order to further increase customer loyalty, Denny’s hoped to promote awareness of its “Bring Your Own Skillet” breakfast campaign. Mobile location analytics were useful in this situation. In the beginning, they employed audience targeting to find folks who frequently ate at fast food establishments. Then they were able to locate members of that audience who were close to a Denny’s or a rival restaurant using location targeting. The advertising campaign had great success. A staggering 25,000 more individuals went into the stores. 12% of those people went to a Denny’s restaurant within two weeks of watching the advertisement. Additionally, the programme demonstrated the ability to boost client loyalty. According to a post-ad survey, people who had seen the promotion were 138% more likely to return to a Denny’s restaurant.
- Location Based Marketing Examples of Barney’s
Barney’s implemented beacon technology to boost customer traffic
Barneys introduced an iBeacon platform with its mobile app to notify users when new content is uploaded and aid shoppers in navigating the store. As part of this beacon campaign, users who open the Barneys New York app will be presented with two prompts: the first asks whether they want to receive push notifications and the second asks whether they want Barneys to use their location to see if they are in or close to a store. Once the user grants access, he or she will start receiving notifications about items that are in stock and are also on their mobile shopping lists or wish lists. They will also start receiving recommendations based on the articles they recently opened on The Window, Barneys’ internal publication.
- Location Based Marketing Examples of Sephora
Sephora increase Brick-and-Mortar Traffic with Location-Based Promotions
Determined to become the leader in digital beauty, Sephora uses a mix of beacons and Augmented Reality served through their mobile app. As customers enter the store, the Sephora shopping app prompts them to switch to Store Mode providing access to features such as looking up product ratings, reviews, past purchases, wish list and scannable loyalty cards making the whole experience extremely seamless.
- Location Based Marketing Examples of Whole Foods
Whole Foods employs geofencing to its advantage for every store
In order to lure potential customers away from its rivals, Whole Foods wants to increase the post-click conversion rates for its mobile ads. The grocery store chain made the decision to set up geofences around a handful of Whole Foods retail sites, target adverts and promotional offers to passing smartphone users. Additionally, Whole Foods used geo-conquesting methods to target advertisements at customers near rival grocery stores, enticing them to travel a little further in exchange for greater discounts at Whole Foods. With Whole Foods, the campaign produced excellent results, with a phenomenal post-click conversion rate that increased by three times.
- Location-Based Marketing Examples for Van Leuween
Van Leuween employs mobile payment methods to determine the user’s location
Van Leuween offered users mobile payment alternatives and made use of this capability to locate users via the PayPal app. Customers have to download the PayPal app and link it to their PayPal account in order to participate in this promotion. After that, the app uses geolocation to determine when a user was close to a Van Leuween store and tempts them inside with special offers. Then, customers may use the smartphone app to place an order and pay for their order.
- Location-Based Marketing Examples for Puma
PUMA develops user-generated content using QR codes
In addition to allowing shoppers to search up more information on any product, PUMA’s flagship store uses QR Codes to generate user-generated content. The main PUMA store uses QR Codes to give augmented reality. Customers can take pictures with the mascot of PUMA by scanning a QR Code. These customers eventually turn into micro-ambassadors and promote user-generated content, which greatly helps PUMA. Consumers find that user-generated visual content has an 85% greater influence than brand-produced images or films.
- Location-Based Marketing Examples for Decathlon
Decathlon uses “Scan and Go,” which reduces wait times at the register
You hardly ever enter a Decathlon store without running into a QR Code. QR Codes are widely used for a variety of purposes, from enabling customers to browse product reviews to providing links to instructional videos for specific pieces of equipment. The “Scan and Go” feature that helps customers save valuable time at the register is maybe the best customer experience they have been able to provide. A customer only needs to scan QR Codes to add items to their virtual shopping basket, complete the online transaction, and then depart. They also offer quick delivery of the goods to their house.
- Nike’s Examples of Location Based Marketing
NFC Tag is used by Nike in the NikeConnect app
NBA Connected Jerseys were introduced by Nike, allowing users to win exclusive prizes including courtside seats, autographed jerseys, and early access to new merchandise. Users only need to download the NikeConnect app and tap the NFC tag on their jersey to start receiving these gifts.
- Timberland’s Examples of Location Based Marketing
Timberland gathers information from actual consumer behaviour
Timberland aimed to increase the number of potential customers that visited stores by using information from actual customer behaviour. They were able to locate people who had recently visited Timberland stores or who lived close to stores, stockists, or rivals using audience and visitation data. Additionally, through the use of our audience targeting tool, users who had visited prominent outdoor activities and clothing retailers were included to an audience of “urban stylists.” Then, using pertinent written and video copy, we develop a mobile landing page. People in that audience who were near stores were shown this. The target group visited stores 6% more frequently, with 20% of those visits occurring the day after viewing the content.
For better observation of client behaviour, making more individualised offers at the correct moment, location data is valuable. There is only one data point, yet. Marketing teams must mix location data with additional insights for a holistic picture of needs and preferences in order to deliver the best consumer experiences. To better understand the customer, location data should be compared with attribution models like unified marketing measurement (UMM).
By centralising data in this way, marketing strategies based on real-time location will be made clearer, as will creative preferences, the sort of device a customer uses, when they shop, and historical information on what they have previously bought. In order to develop a more comprehensive picture of your clients, make sure your location activities are not isolated from the rest of your marketing strategy. The above brands made sure that they incorporated Location based data while creating their marketing plan. Refer to above Location-based marketing examples to understand how they managed to do so.
Take Advantage of Sekel Tech’s Location Based Marketing Solution for Your Retail Sector
Understanding location-based marketing might be difficult. Even while it is a useful tool to monitor your clients, if it isn’t done properly, the effort could be completely ineffective. However, there is a way to utilise location-based marketing tools and technology to their full potential without being overburdened. Location based marketing examples have been utilised to illustrate some of Sekel Tech’s strategies and strategies of few other brands as well. Choosing a strong cure like Sekel Tech is the best course of action.
As Sekel Tech’s location-based marketing solutions offer Local listings, Local search rankings, and extending brand reach in a region, businesses require them to address location-based challenges. Sekel Tech creates a transparent and sustainable environment that enables businesses to conduct listings and reviews using a collection of first-party data infrastructure.