How Location Data Can Bridge the Digital and Offline Gap
A big challenge faced by marketers is bridging the customer experience across physical stores and digital channels.
In the fourth episode of Everything You Need to Know (EYNTK) – About Location-Based Advertising, Verve’s general manager international, Ian James explains how location data can help minimise this gap.
Most brands are continuing to underestimate the power of real-world shopping – even though 90% of sales still occur in bricks and mortar stores, James argues in the episode. Marketers can make the most of both worlds by understanding a customer’s in-store movements through device location technology installed in a retail app.
“The customer goes to the till and uses their brand loyalty card and then exits the store with their goods. There we have it. A mobile influenced attribution to a specific store using precise location targeting, dwell time, shopper movement in-store and CRM all overlaid together,” he says.
Watch the full video above to learn how brands can deepen their relationships with customers by gaining a clearer idea of who’s been in their store – and target those who are yet to become loyal customers.
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A big challenge faced by marketers is bridging the customer experience across physical stores and digital channels.
In the fourth episode of Everything You Need to Know (EYNTK) – About Location-Based Advertising, Verve’s general manager international, Ian James explains how location data can help minimise this gap.
Most brands are continuing to underestimate the power of real-world shopping – even though 90% of sales still occur in bricks and mortar stores, James argues in the episode. Marketers can make the most of both worlds by understanding a customer’s in-store movements through device location technology installed in a retail app.
“The customer goes to the till and uses their brand loyalty card and then exits the store with their goods. There we have it. A mobile influenced attribution to a specific store using precise location targeting, dwell time, shopper movement in-store and CRM all overlaid together,” he says.
Watch the full video above to learn how brands can deepen their relationships with customers by gaining a clearer idea of who’s been in their store – and target those who are yet to become loyal customers.
Subscribe & Follow The Drum
YouTube: https://www.youtube.com/user/TheDrumReel
Website: http://www.thedrum.com/
Facebook: https://www.facebook.com/thedrumpage
Twitter: https://twitter.com/thedrum
Instagram: https://instagram.com/thedrummag
Pinterest: https://uk.pinterest.com/thedrum/
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