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How to Use Proximity Marketing to Drive Sales

4 minute read - Posted by Daniel Wagstaff on Nov 16, 2018 6:00:00 AM

We are living in a time when marketing is getting a lot of help from technology, thus resulting in innovative marketing solutions being available in the industry, solutions which can be used by all businesses, from small to large, regardless of sector or their location in the world. Digital marketing is traversing one of its most exciting periods, and not taking advantage of that would be a bad business move. Amongst the most popular digital marketing strategies, proximity marketing is rapidly becoming the go-to solution for businesses wanting more from their marketing campaigns.

With proximity marketing you can take location-based marketing to another level, and make the most of what technology has to offer, therefore creating new relationships with customers or strengthening current ones. It is simple to implement, and has a feature for all business, no matter whether we are talking about restaurants, shopping malls, retail stores, cinema theaters, entertainment venues, museums, amusement parks, sports stadiums, and many others.

Why You Should Use Proximity Marketing to Drive Sales

It is estimated that by 2022, the number of mobile phone internet users in the United States will amount to 274.05 million. With other studies showing that people spend more than five hours a day on their mobile phones, having a marketing strategy such as social media marketing, text message marketing, or proximity marketing integrated with this trend is key for all businesses. Today we are going to discuss the latter, and how you should use proximity marketing to drive sales.

But first, let’s find out why should proximity marketing be an option when it comes to driving sales:

  • Consumers are willing to share their location information with their favorite brands in order to gain a more personalized experience
  • Consumers love to share sales information and details about products and services with their friends
  • Consumers prefer receiving coupons via their mobile phones as it makes it easier to use
  • Location-based and personalized advertising is more relatable and consumers engage more with it
  • Proximity marketing has a lot of great features which can be also cost-efficient if you choose the right solution
  • By offering a lot of useful data, proximity marketing gives you insights into and control over the way you are spending your marketing budget and the way sales are driven by it

How to Use Proximity Marketing to Drive Sales

The first step into implementing proximity marketing strategies is to draft them with based on customer demographic, with the needs, goals and objectives of your company in mind, but also those of the industry you are operating in.

Proximity Marketing for Retail Stores

Retail stores are among the businesses that currently get the most out of proximity marketing, as customers become more and more aware of the possibilities behind interacting with brands based on location, preferences, and other demographic data. Having a free Wi-Fi hotspot for your customers to log into opens up the path for endless possibilities in terms of how you can use proximity marketing. You can send your customers personalized offers, coupon codes that come with buying certain products, install data touchpoints for on-the-shelf interaction, and even use proximity marketing to allow your customers to pay with their mobile phones rather than waste time at the cash register.

Use proximity marketing when you want your customers to focus on a certain product, when you want to invite them to an event the store is organizing, or when you need to offer more information about your products but lack the physical space for doing so.

Proximity marketing has a great potential for driving retail sales, when implemented in a way that is not only innovative and cost-efficient, but also fun and unique for customers. Tailor it to fit the needs of your retail store keeping up with nee trends and technologies, and your sales revenues will significantly increase.

Proximity Marketing for Food, Entertainment, and Lifestyle Venues

If you own a restaurant, a café, a movie theater, a sports center, a casino, an amusement park, or any other entertainment venue, proximity marketing should be first on your marketing list from driving sales, attracting new customers, and increasing brand loyalty. But because you are providing something other than products which can be shelved and interacted with, you need to look at it from a different angle. Install data touchpoints with which customers and visitors can interact, from which they can learn more information based on their preferences about the events or themed days/nights you are organizing, the services you are providing, and what special offers you have. The best way for proximity marketing to work for an entertainment venue is to be based on customer demographic gather and analyzed with care, and updated regularly. The more you know about your customers, the more you can offer them in terms of entertaining experiences.

From yoga studio to museum, proximity marketing has a lot to offer if you give it a chance. Choosing a simple yet effective solution that offers modern features and does not require additional app or hardware will help you maximize the increase in sales.

Driving sales is no longer a matter of doing traditional marketing, or doing nothing and expecting that the quality of your products or services to speak for itself. In today’s competitive corporate environment, being one step ahead of the game and ahead of your competitors is achievable only though modern means. Proximity marketing is an excellent solution to drive sales, as it offers the best of both worlds: the financial stability of a more relaxed marketing plan and the effectiveness of a technology-driven solution. Using technology, you already have, such as Wi-Fi, to take your marketing strategies to the next level, without additional costs or a need for maintenance will significantly increase your chances at achieving your goals.

Whether you are promoting a themed night, installing touchpoints to offer more information on products or services, making the most of mobile payment and other mobile technologies, doing it based on location and preferences will bring your company not only an increase in sales, but also an improved brand-customer relationship.

Topics: proximity marketing