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Understanding and Reaching Your Shoppers Before They Set Foot In-Store

Photo Credit: via Flickr cc

Ever wonder how you can accurately target your shoppers on the street? Or what’s driving the convergence between the digital and physical world to enhance shoppers’ in-store experiences? Or how location and content can be layered to deliver highly personalized ads? Wonder no more. In our ongoing blog series featured by Supplier Community, we’ll be addressing these questions and equipping marketers with insights into understanding their consumers’ real-world behaviors through location data.

Retailers can gain a pretty good understanding of consumers once they’ve made it into the store. Through point-of-sales data, for instance, they can find out which items their shoppers seem to love, how many products consumers buy at once, and how loyal their customers really are. They can also make sure they’re reaching these shoppers by putting promotions in the right place.

But there’s a lot that happens before shoppers step through a retailer’s door. How can brands make sure they understand consumers well before the in-store visit? And how can this information help bring them inside?

Identify Your Perfect Match

First, advertisers will need to identify their ideal audiences based on location and contextual data, and that starts long before shoppers reach the cash register. Brands can identify the right people by using location data to build comprehensive consumer profiles based on real-world behaviors, not just online activity.

For example, if a brand is interested in reaching parents with young children (a core demographic for CPGs), they should start by understanding their daily routines. For instance, location data can tell a brand that, Monday through Friday, a certain type of consumer drops off the kids at school, goes to the gym, then swings by the grocery store before going home. Similarly, a coffee brand can build their audience segment of “coffee drinkers” by classifying anyone who signs into Starbucks’ Wi-Fi as a potential customer.

Tell Them to Swing By

Once a retailer knows the kind of audience profiles they’d like to target, how do they get them to come visit?

Blis’ proximity-based targeting tool enables advertisers to reach out to their ideal audiences when they’re nearby. For instance, a big-box retailer could identify a segment of moms who recently bought school supplies at a competitor and serve them discount backpack ads when they’re in the proximity of their store. A coffee shop, on the other hand, can use it to target their coffee-drinking audience when they come within a certain distance. The creative might indicate the nearest place to get a midday caffeine pick-me-up, enticing an individual to come in store.

Reaching out to shoppers on the street will do more than serve as friendly suggestions for consumers on the move. Targeting relevant audiences when they are nearby will lead to greater in-store traffic and, ultimately, increased sales, as Blis did for Bang & Olufsen, using Proximity and Path products. Retailers who want to build strong relationships with shoppers and boost their ROI can’t simply rely on wooing customers in-store; they need to start well before their consumers step inside.

Author: Tom Brydon, Regional Lead, Blis

Bio: Tom has worked in digital marketing for over 8 years, both in the UK and USA. He is passionate about utilizing technology to connect with shoppers and drive measurable outcomes for his clients.