DIGITAL CHANNEL: THE POWER OF PROXIMITY
The power of proximity is something that a lot of marketers talk about, but getting good numbers about ROI can be challenging. The proximity market pertains to many different activities undertaken by brands, venues, and cities that are using Bluetooth Smart Energy in order to interact with users through their mobile devices.
The market has just emerged but is growing extremely fast. According to BI Intelligence, there will be about 4.5 million active beacons by the end of 2018, with 3.5 million of these in use by retailers. For the vast majority of them, the ability to gather rich data about their customers is a key driver for such actions.
PROVIDE OMNI-CHANNEL SHOPPERS WITH RELEVANT, LOCAL INFORMATION
Once you begin to understand the relationship between digital and in-store for your omni-channel shoppers, it’s important to think about reaching them wherever they are and making the experience seamless. Why? Well, according to our recent research, three in four shoppers who find local retail information in search results helpful are more likely to visit stores.
Online-to-offline ad formats can improve the shopping experience for your customers, making it easy to see your store location, products, and available inventory from within the search ad itself. Sears Hometown and Outlet Stores, for example, uses local inventory ads (LIAs) to show customers searching online for a particular item exactly where it is available at a nearby store location, along with local store hours, and other helpful information like directions.