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Proximity Marketing: Aiding both Customers and Retailers

The primary objective of most offline brands and retailers today, is to provide their customers with a unique in-store experience every time they walk into the store. It’s the only way they can compete with their online competitors. Marketing is one of the main factors that plays a role in how the customer experience in-store turns out to be. Retailers have resorted to proximity sensors a long time back, as it is nothing short of a modern-day boon for both marketers and customers. The future will see more of the same.

proximity marketing solutions retail

The number of smartphones globally is on the rise. Given the popularity of phones among customers while shopping, retailers will look to engage with these customers on their mobile phones. That too in the most appealing and personalized way. Proximity marketing allows retailers to communicate with customers on their mobile phones. It sure can be considered as a trend for the ages.

The Consistent Growth of globally deployed Proximity Sensors

Retailers understand that elevated levels of customer engagement inside the store maximizes the chances of a possible conversion. Proximity marketing allows brands & retailers to communicate with the customers at the right time and at the right place. For this reason, there has been a consistent growth in the total number of sensors deployed globally. The following figure provides a fair estimation.

sensors deployed globally

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As per the Proximity Directory Report, there has been a constant rise in the number of sensors deployed from the 2nd quarter of 2015 (879,500), to the 1st quarter of 2017 (14,486,000). Another 2016 report by Proxbook claims that another one million sensors would be deployed in the US alone.  Retailers should always concentrate on making the in-store experience of customers as great as possible each time they enter the store. Sensors certainly allow that to happen.

Proximity Marketing – Benefitting both Retailers and customers

It makes a lot of sense to deploy proximity sensors within the store. Both the retailer and the customer can derive excellent value out of it. As mentioned earlier, sensors allow retailers to communicate with customers in a very personalized way. Access to customer behavior data in-store allow them to make curated offering to the customers that helps increase sales. The sensors deployed allow retailers to figure out all the customer movements inside the store, identify the hotspots and cold spots, etc. Accordingly, they communicate with the customers by either optimizing the staff in that area, by communicating on the customer’s mobile through highly customized and personalized offers, by improving the in-store displays, etc. Customers can be provided with offers on the category or item where they dwell the most. Proximity marketing surely benefits the retailer in more ways than one.

On the other hand, it also adds to the overall in-store experience of the customers. Proximity marketing truly helps in personalizing the shopping journey of the customers. Customers receive personalized offers and deals at the right time and the right place. This is what they love and come to expect each time they enter a brick-and-mortar store, ‘customization’. High degree of personalization also develops a high degree of customer loyalty. This increases the chances of them coming back to the store in the future. A personalized shopping journey automatically enhances the customer experience in-store. Proximity marketing sure helps.

About Shakuntala Sarkar

Shakuntala is a marketer with 15 years of experience in Marketing Strategies & Operations, Brand Communications, Customer Relationship Management and Corporate Communications. An economics graduate from St Xavier’s college, Kolkata and a IIMC she, has worked across different industries like IT & Retail, with consumer marketing in both B2B and B2C segments. Before joining Tickto, she was the Head of Customer Relationship Management at Spencer’s Retail. Prior to that, she has been a part of the Global Marketing & Communications team of Satyam Computer Services.

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