Is The Public Ready For In-Store Proximity Marketing
Back in 2014 I did some early work with iBeacon technology at Duane Reade. This tech is location-based and used to notify users of information tied directly into where they are. Imagine your favorite store app sending you real-time discounts and promotions for the aisle you are walking through. That movement is continuing and picking up steam. Brands want to be in your pocket and have easy access to your preferences.
Check out the material below and the link to the full article that dives in heavy to the field of Proximity Marketing and location-based technology.
A recent Google survey states that a staggering 80 percent of shoppers are using smartphones to make purchasing decisions. Retailers and start-ups have taken notice, and the concepts of mobile location analytics and proximity marketing are emerging out of that.
Publications like Techcrunch and Adweek have articles of retailers launching Bluetooth beacon pilot programs almost on a daily basis. Some recent examples includeTarget, Country Market and Urban Outfitters.
But when you clear away all the buzzwords, what exactly is this shift we’re seeing? It’s the world customizing itself to you. The world is reacting to your presence, specific to you as an individual.
That is an exciting concept. Talking about this out in the world will get you varying reactions, from concerns about privacy issues to the idea that your phone is going to spam you with Viagra ads non-stop, but if you boil down the idea, there are some really compelling concepts here.
Personalization Is A Key Benefit
Let’s take a look at a form of personalization we all know about today. A husband and his wife have individual key FOBs for their car. When the husband gets in the car, the mirrors adjust, the seat slides back, and the radio station changes to his favorite morning radio station. When his wife uses the car that evening, the car returns to her preferences. That’s an example of very useful personalization. Now, imagine if a retail store could do that for you.
But the question that keeps coming up is: Will shoppers adapt to this kind of experience? If users don’t adopt the technology, hockey stick graphs will never happen for retailers. I think of a Sheryl Sandburg story I’ve heard during her presentations several times. When Caller ID first came out, users were scared by it. They thought the concept of knowing who’s calling before you picked up was creepy. Now, 20+ years later, we don’t pick up our phones without knowing who’s calling.The user’s perception of the technology completely flipped over a couple of decades.