by Jeanne Roué-Taylor
Location is an incredibly hot segment of loyalty marketing for a couple of factors. For one, we’ve come a long way from using cell-based and GPS-based services. Today we have location-based services through products like Apple iBeacon, PayPal Beacon, and Estimote Beacon, which all allow users to benefit from receiving micro-location information associated with products and offers. These sensors, attached to physical locations, also allow brands to know where their customers travel within their stores, suddenly making physical location as precise as website tracking.
Loyalty Marketing Consistency
This has a remarkable effect—the store now supplies data in the same way as online interaction and makes loyalty marketing more effective across all channels. In-store information that is gathered is key to having contextual conversations in the moment, but also serves for analytics purposes in designing better ways to merchandise and interact in consistent ways—whether on a computer, a mobile device, or in person. For loyalty marketing, this is data nirvana: I can serve each and every customer, no matter where they are, based on their history and value to the brand.
Even more powerful, location-based services include the ability to confirm identity for purchases, meaning anything bought online can be picked up quickly and painlessly in a physical location. Order ahead and beat the lines, or act as your own cashier. Know if something is in stock in your size without having to ask and wait. Even serve as your own sales assistant as loyalty to a brand allows for past purchases, shopping cart abandonments, and other indications of interest to be analyzed and then superimposed on recommendations and offers for today’s purchases. This is shopping without the hassle and with remarkable context.
Each one of these behaviors is an incentive for consumers to share more information with a brand and to become more loyal in the process.
The Tricky Part
The tricky part is no longer the technology—we have that and it works. The challenge is to have the tools and techniques within the brand to make smart use of information at our fingertips and in the timeframes that matter for business. It takes a loyalty platform that manages any and all context, integrated with the data that drives powerful analytics.
To learn more, visit www.loyaltylab.com/expertise.