Real-time Push Notifications & 4 Winning Location-Based Marketing Tactics
Are you leveraging real-time push notifications and retail incentives to drive traffic to your brick and mortar store? If not, you’ll want to read this.
According to a poll by Accenture, nearly 60 percent of consumers want real-time promotions and offers delivered to their smartphone. With the help of location-based technology and a smartphone in hand, consumers can receive these promotions with the click of a few buttons.
The use of beacons and push notifications isn’t new. But effectively integrating them into a location-based marketing plan is a pressing concern. Here’s how small-business owners can win the game at location-based marketing.
Leverage real-time push notifications in your brick and mortar store to attract shoppers to stop by and spend. Offer special incentives on certain items or encourage deeper discounts by sharing on social media. Beacons can also help stores collect valuable information on spending behavior and other consumer data.
Retailers can see how loyalty points are used, offer turn-by-turn directions to find items in a store, and give sales associates information everything from customer birthday to brand affinities. Macy’s and Lord & Taylor are already using beacons to better streamline the shopping experience and learn more about their customers.
You can do more with beacons than just send out push notifications and uncover customers’ shopping habits. Starwood Hotels is testing a location-based app that opens hotel room doors. As customers get close to their door, their smartphone relies on location-based information to unlock it. This keyless system allows guests to bypass check-in and go straight to their room with the help of a friendly text.
Not all location-based marketing requires high-tech implementation and the help of a smartphone. Create location-specific websites to help customers solve a problem or find real-time information and deals. Driving-Tests.org creates state-specific content for its online driving practice tests to prep drivers for the real thing. Their content covers state-specific road signs and situations, along with information on local insurance and common citations.
Get started by using location-based plugins for your website. Last year, WPEngine released GeoIP to help marketers deliver location-specific content for enhanced user experience without using third party IP detection. This type of system allows business owners to display content especially relevant to a certain location.
Starbucks has launched mobile order and pay app for customers to pre-order, pay and pick up their drinks as they enter the store. Customers enjoy the ultimate convenience of never waiting in line and being able to breeze in and out of the store without breaking from their routine.
The new feature integrates into the My Starbucks Rewards loyalty program and Starbucks’ branded app. Instead of prompting customers to indicate where they want to pick up their coffee, their smartphone prompts Starbucks to locate the nearest location. Dunkin’ Donuts has followed suit by offering its reward program members the ability to quickly order and pay for their coffee, donuts and other items.
Facebook is taking FourSquare to task by offering Facebook Places. The location-based application offers users a chance to check-in and share their real-time experience with friends. Meanwhile, marketers can use the app to raise exposure and offer discounts on specific products for checking in. Users can then see their friends’ check-ins and ask about the coffee shop or store later.
But Facebook users can also check-in somewhere, see which of their friends have been there, and receive a list of potential recommendations of where to go, what to eat, or what to do next. Next, incentivize customers to share their personal reviews on Facebook by offering discounts for a real-time review or photo share.