Store closures have become a frequent part of the news in today’s world, but despite this, it’s important to remember that a high percentage of sales still take place in person.
To begin understanding real-world shopping behaviour properly, location data is key. Below are some of the ways in which marketers can use location intelligence to help them gain more sales.
Using the Data
Most marketers strongly believe that location data is something that has a massive impact on the success of understanding how customers interact with businesses. They also feel that location data would provide them with important information on how customers spend their time in the real world, which would be incredibly useful for planning campaigns and more.
Location provides promise for marketers, with the intelligence gathered giving them the opportunity to thrive in the hyper-competitive retail market.
The Whole Customer
While online shopping is booming, in-store is struggling. To combat this, stores are now offering a customer experience that encourages in-store shopping while providing online ordering and fulfilment.
The amount of information that shopper’s phones can produce while in proximity to real-world locations is an incredible resource that is still yet to be properly tapped into. By leveraging this data, marketers can gather a much deeper understanding of customer behaviour across several channels, as well as a much better understanding of attribution – improving both ROI and uplift across campaigns.
Leveraging Location Data
Learning how to leverage location data properly is important so that in future bolder approaches can be taken with it. Communication between teams is key – people who produce, analyse and work with it need to work in tandem so that the data found can make the biggest impact.
With aggregated and anonymised location data, marketers are provided with a much better understanding of shopper preferences and behaviour, as well as a customer’s brand loyalty. All this information can be extremely useful for enhancing the customer experience and predicting trends. Because of this, marketers focus needs to be on patterns and competitive intelligence.
To really understand customers, brands must go beyond their online behavioural cues, and location is a great resource for this.