75% of marketers worldwide believe location-based marketing will be a crucial factor in driving revenue during 2017, according to the Location Based Marketing Association’s ‘Global Location Trends Report‘.
But, what does a successful model look like in action? We’ve compiled four of the best examples from across the commercial sector to give you some inspiration:
What does an effective location-based marketing campaign look like?
Queensland Airports Limited
Queensland Airports Limited – Australia’s leading regional airport operator – is a leading light of location-based marketing.
The company has three main priorities when it comes to this technique:
· Deliver targeted marketing campaigns
· Enhance workflow management
· Reduce waiting times
Redesigning floor plans and procedures based on dwell time data has enabled the company to streamline the check-in and check-out processes significantly.
Using artificial intelligence, the software has learned to predict travellers’ journeys through the airport. Deploying this in tandem with geofencing has allowed the company to send out targeted marketing messages and offers relating to the stores closest to consumers while in the terminal.
Drinks manufacturer Coca-Cola now uses location intelligence to drive sales and streamline operations.
One-third of its vending machines are now connected to the Internet. The machines share data that tells the company which machines are busiest, and uses facial recognition and contactless payment analysis to figure out which drinks are selling best. This data has enabled the company to save money and optimise profits by fine-tuning supply chain management.
In future, Coca-Cola intend to turn vending machines in developing countries into dedicated Wi-Fi hotspots, making them a centre for the community and driving revenue by proximity.
Barneys New York
Barneys New York – a chain of high-end US department stores – uses an immensely sophisticated location-based marketing model based using beacons.
Their dedicated app provides basic services – including content publication notifications and store maps – for all users. But, users who enable push notifications and location awareness also receive a host of other resources once they’re within the related store’s geofence, including:
· List of products that are in-stock based on items in their digital basket or articles read via the brand’s digital magazine
· Recommendations for nearby restaurants and attractions, which encourages customers to stay in the area and use the store as an information hub
Supermarket chain Whole Foods uses location-based marketing in a relatively basic way, but does it exceptionally well.
The retailer has set up geofences surrounding each of its stores. When a known customer’s phone is detected nearby, they will automatically receive targeted ads and special offers based on their purchasing history.
But, Whole Foods is also proving to be an adept user of ‘geo-conquesting’. This technique involves setting up geofences around competitor stores. When a known customer goes near a competitor’s store, they receive a targeted offer designed to incentivise them to choose Whole Foods instead.
Technology has advanced to the point where almost any marketing practice can be enhanced with location intelligence. Use these examples as an initial guide to your options and put location-based marketing at the heart of your commercial strategy.