How retailers can use proximity marketing tools to boost sales

Technology is changing the world faster than society imagines. In the last 10 years, the number of consumers using mobile apps has grown exponentially. A report from comScore reveals that from 2007 to 2015 mobile users had quadrupled from nearly 150 million to 4 billion around the world.

If game apps were at first the most popular between Internet users, recent researches reveal that retail apps have been gaining ground lately. According to Apadmi, consumer and enterprise mobile app development, 85% of smartphone users in the UK use retail apps, a trend that is becoming popular all over the world.

Mobile commerce is growing so quickly due to the comfort that users feel with purchasing online. For example, it was proven that 63% of all online retail visits in the 2015 holiday season were made from an electronic device. Furthermore, in Spain, the percentage of mobile transactions in eCommerce has grown 15% over the previous year. It’s clear that technology is changing not only society, but also the way stores do marketing and make profits.

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MOCA, HiMedia and 014 Media have joined to offer multi-brand retailers hyper-targeted mobile advertising using beacons

Mobile Advertising Overview

Revenue from mobile advertising accounted for 30% of total ad spend in the first half of 2015, according to the IAB, and it’s on track to account for more than one-third in the second half of the year. But according to BI Intelligence report, despite this growth, mobile ad spend still lags behind mobile time spent by consumers, indicating that marketers are still toeing the mobile marketing waters.

Putting these landmark figures in context and taking advantage of their capabilities, MOCA Platform, HiMedia Group and 014 Media have joined together to provide the first integrated mobile advertising solution with beacons in Spain, allowing brands and retailers to connect with mobile users in the physical world.

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Shopper Marketing: A big growth opportunity for Retailers

What exactly does “shopper marketing” mean?

It’s any marketing stimulus designed to persuade the shopper to buy. And in order to move a shopper towards a path to purchase we must know how consumers make decisions and understand the shopping from the shopper’s point of view.

There are some differences between shoppers and consumers and we try to explain that to a better understanding. Actually, it’s the same person but in different moments: consumers become shoppers when they decide to buy something. Consumers are open to stimulus, interact with brands and receive information while shoppers recognize a need and decide to make a purchase to cover this need.

How Location-based services can be used to Improve the Shopping Mall Experience

Today, more and more Shopping malls owners and managers have moved into the mobile space. Being aware of the benefits of mobile marketing, they have developed their own mobile apps in order to fulfill visitor experience while shopping. Moreover, by adding location technology to the mobile app, the shopping mall can increase engagement with visitors in a relevant and contextualized manner.

Shopping malls can deliver personalized messages based on a user’s location to points of interest, offline-online behavior, and profile. They can send location-aware messages to notify visitors about new stores, offers available, events, and the latest movies at the cinema. Location-aware mobile apps can also help visitors locate specific stores, restaurants, and services in the mall.

Here are 3 ways location-based services can be used to increase the shopping mall’s profit margins:

USE CASE 1: OUT-SITE ENGAGEMENT

Mall traffic is dwindling across the world, and thousands of stores are closing as consumers spend more at Amazon.com. Location marketing services can be used to lead and direct the shopping mall app visitors while increasing brand awareness.

Examples of campaign actions:

  • Reach visitors in the surrounding areas and attract them to your shopping mall.
  • Announce new stores, restaurants, special events, etc
  • Retarget visitors who have already engaged with your campaigns or visited the mall to re-engage them with incentives.

shopping mall - moca platform

[Webinar Summary] Proximity Marketing for Retail Apps

Some weeks ago MOCA participated in the first Proximity Marketing webinar, organized by our Partner A3sec and presented by our CEO, Maria Fernanda Gonzalez along with Pablo Mendoza, Business Intelligence Manager at A3Sec.

The webinar focused on showing uses cases and sharing learnings about how to leverage proximity technologies to increase revenue growth in Retail applications and it was available only in Spanish. But due to the lots of requests for making it available in English, I wrote a post highlighting the best of this webinar. Here you have the summary.
 

What is Proximity Marketing

Proximity marketing is a new marketing strategy based on location technologies that allow users to communicate with their mobile smartphones in real time, at the right place and at the right moment. It could be also defined as an action or bundle of actions that use location technologies to communicate and connect with customers via their smartphones. These actions could be any kind of content (text, video, HTML, passbook, etc) and will be trigger with specific location conditions.

Proximity marketing is composed of 3 fundamental pillars: location devices, a technological platform that connects and manages all the information, and smartphones that serve as a communication channel between users and brands.

Moreover, a location-based marketing platform could incorporate location intelligence and behavioral data in order to improve audience segmentation and the delivery of personalized messages.

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