Microlocation Marketing - how it can change the way we shop

June 30, 2016 Francis Dignan

Microlocation marketing, or beacon marketing as it’s otherwise known, has been experimented with in the past few years but hasn’t yet taken off in a huge way. Retailers are starting to figure out the value though, and there’s real potential for companies to marry their in-store and online presence, rather than have them compete against each other.

As smartphones become ever more sophisticated, and shoppers become more savvy in their never ending hunt for a bargain, microlocation marketing begins to make a lot of sense. Here, we present a potential buyer’s journey in a store that has integrated beacons and integrated its online store with the physical one.

This is a little different to the regular shopping experience, but then when was the last time you went into a store and people weren’t staring at their phones as they walked around? This takes that into account, and gives value to the customer without them even having to look up. There’s huge potential here, it just takes a few brands to get it right, then it will truly catch on.

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