Coupon codes, special offers, exclusive perks and real-time alerts. They’re all sent to mobile devices. Each one based on GPS location signals. All of them painstakingly crafted by copywriters and digital advertisers.
Yet the marketers behind these mobile promotions are using customer data that differs from what their companies’ real estate teams are using to select optimal sites for building stores.
And this presents a challenge. Why?
Geofencing tools offer tremendous opportunities for brick-and-mortar retailers, yet many marketers struggle to get value out of them.*
This is partly due to the fact that many marketers still don’t fully understand the nuances of the location-based tools that real-estate uses in making decisions. But there’s a bigger issue at play:
Most solutions work by establishing a virtual perimeter around a site or, in the case of beacon technology, within a store itself. They send targeted text messages when an opted-in customer steps inside these virtual borders.
The problem is that these interactions are limited to real-time locations. What happens when your target audience is in the midst of frenzied work commutes? Or they’re on the opposite side of a six-lane highway? In these instances, your messages will fall flat even with high-value customers near by.
GPS trip data can help.
By analyzing trips and traffic flows, marketers can see exactly where customers are coming from. You’ll know where the most promising potential shoppers live and if they frequent a particular shopping center more on weekends or weekdays.
These are the insights most likely to move the needle. Rather than reaching out to customers only when they’re nearby, you can plan mobile marketing based on peak days and times.
Customers respond more positively to communications that meet their specific needs over those based simply on accidental proximity.
Are they breaking for lunch? Send your coupons before 11 a.m. Is the area drained of your most profitable customers when the work day ends? Entice them with grab n’ go offers they can use on the way home.
Using trip and traffic insights helps ensure you’ll get your message to exactly the right people at exactly the right time. Real estate departments use this data to place stores in areas they know potential customers are frequenting; marketing can start using the same data to target customers and draw them in faster!
Want to learn more?
Our team can show you how trip data creates on-target marketing. Request a one-on-one demo to learn more about using site analytics to support marketing efforts.