5 GEO-Marketing Hacks to ( accurately ) boost in-store sales

Geo-marketing for Physical Retailers: 5 Location-based Targeting Hacks to (Actually) Increase Your Footfall and In-Store Sales

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Let’s face it, if you believe mobile-first geotargeting can only increase online sales, while traditional billboards and flyers are meant to drive people into stores, then you’re missing out on a major revenue booster!

 

Geomarketing (often referred to as geotargeting or location based targeting) has come to be the weapon of choice for countless brick-and-mortars in the past few years. Especially retail stores, supermarkets, restaurants and local events.

 

Why? Because, geomarketing techniques add a level of smartness to any marketing or outreach strategy.

G eomarketing makes your online ads or any other promotional content 10x more personalised and contextually relevant. Not to mention, instantly setting them up for more conversations.

Caption: Powerful statistics that support Geomarketing
Caption: Powerful statistics that support Geomarketing

But wait, what exactly is Geomarketing?

 

Geomarketing is simply put, using your target customer’s location or geographical data to reach them with better, more contextually-relevant offers and ads.

 

It includes:

 

  1. Geotargeting: Geotargeting essentially hinges on targeting people in a broader general area by detecting their mobile device location. Other targeting factors like age, gender, interests etc can be combined with this geolocation to filter-in or even filter-out who you want to target.

 

  1. Geofencing: Geofencing on the other hand, involves setting up a virtual radius or ‘fence’ around a location to target people who enter that particular area.

 

  1. Beacon Technology: Beacons are basically small BLE devices (bluetooth enabled) that are triggered when someone is in close proximity of them. They themselves don’t send ads, but instead trigger a signal which then sends an sms, push or in-ap message. The downside? Beacons only work when the bluetooth of your target user’s mobile is turned on.

 

In simple terms, geomarketing technologies basically boost your chances of identifying and reaching the right customers.

 

Yet, very few brick-and-mortars are implementing geomarketing the right way.

 

At the end of the day, how you implement your geomarketing strategy can cause all the difference between wasting ad dollars(or annoying potential customers) and actually attracting and converting customers.

 

Following are actual hacks that will turn your geo-local marketing strategy into a fine-tuned revenue generating machine.

 

5 Location-based Targeting Hacks that will Totally Transform Your GeoMarketing Strategy

Hack #1: There’s gold in your customer intelligence data, use it

(OR: Don’t just identify devices, identify real customers)

 

Irrespective of the geomarketing technology or campaign (Fb ads, SMS, push, etc) you use for your physical store, don’t just focus on reaching devices. Focus on your customer’s profile.

 

Use the information you have about your target audience. Actual data around who your real customers are, not just who you think they could be.Be it their age, gender, how often they shop for the products you sell or even where they hang out- can filter out your ideal customer from the crowd in your target area.

 

What you know about your current customers can actually help you attract tons of potential customers.

Customer data combined with location can help target the right person, at the right place
Customer data combined with location can help target the right person, at the right place

 

Here a good place to get this valuable information would be to look into your brick-and-mortar store analytics.

 

The only catch? Getting your hands on this rich, valuable data.

 

Traditional in-store analytics sadly just don’t make the cut. While, new more intelligent all-in-one geomarketing and retention platforms like Pinoffer not only capture this data but also analyse it and present it to you in a way that can actually be used to filter, segment and target ideal customers.

Hack #2: Know when to use geo-fencing, geo-targeting or beacon proximity

(OR: Identify what your business needs)

 

As mentioned earlier, all geomarketing techniques will help you reach potential customers in a target area, but the type you choose can make or break your targeting campaigns.

 

Depending on your specific goal, you should evaluate the advantages and limitations of each technology.

 

The 3 major types of geomarketing technologies; geotargeting, geofencing and beacon technology
The 3 major types of geomarketing technologies; geotargeting, geofencing and beacon technology

 

More specifically, you should use geo-targeting, if:

 

  • You want to target a broad area like a country, city or even zip code. This is ideal for retail chains and supermarkets with many store locations.
  • You have access to a ton of customer data to be able to filter out your ideal customers from a big crowd.

 

Go with geofencing, if:

 

  • You want to target a smaller radius(typically 50-200m) near your store or a competitor’s store nearby
  • Your location is king and you already know that your ideal customers are in the area. Practically everyone in that small area could become a customer.

 

Last but not the least, beacon or ble tech is for you, if:

 

  • You want to target a campaign to people who pass an extremely specific point like say, as aisle in your store or a particular atm near your store.
  • You offer an app which users have granted location permissions to.

 

In essence, the kind of establishment you have and your customers characteristics should define the technology you use.

 

For instance, it makes sense for restaurants to create a 50m geofence around their outlet and send special offers to people who enter that “fence.”On the other hand, it’s suitable for a music concert to geo-target ticket ads to audiences who live in that city, like music and are in the age group of 18-30.

 

#Hack 3: Get Creative With the Places You Target

(OR: Think outside the box)

 

Most retailers currently start by targeting the immediate surroundings of their store and then expanding over time- and there’s no harm in that!

 

That said, the more creative you are about the places you target, the higher your rewards. Think about the specific spots or areas your ideal customers visit. Are there such places close to your store?

 

As a real world example, supermarket chain Whole Foods set up geofences around competing supermarkets near their store locations. By targeting special discount ads to mobile users, they managed to grab 3x more shoppers straight from their competitors.

 

You don’t always need to target your competitors, either.

 

Say, you’re a sportswear store, you could set up a geofence around a popular local gym. If you sell products for mothers, target nearby schools at drop-off and pick-up times. As an organic cafe, you could hit local vegan events and much more.

Hack #4: Use location and promotion ad extensions for your search and facebook ads

(OR: Make the most of the features at your disposal)

 

Facebook and Google ads (both search and display) are by no means new to the geomarketing game.

 

As both platforms encourage offline stores to use online ads and drive in-store footfall, most retailers still making the mistake of ignoring the finer details.

 

We’re talking about the location and promotion ad extensions features.

Location ad extensions increase footfall by 20%
Location ad extensions increase footfall by 20%

 

The location ad extension as the name suggests, lets you add your store address to your ad and increase conversions by at least 20%. The promotion extension on the other hand displays your store’s current offers within the ad.

 

When combined together, they make a store appear accessible and value-for-money and instantly bump up conversion rates.

 

Tip: Key in another layer of filters by targeting specific times of the day (open hours) and location of target user. You’ll end up saving your ad dollars while keeping your ROI high.

#Hack 5: Encourage potential customers to allow you to target them

(OR: Respect customer data and privacy, and they will love you for it)

 

Data privacy and consumer preference tracking has long been debated in most types of marketing. More so for those that involve location!

 

Fact is, consumers hate their privacies being breached, unless…they’re actually getting something useful in exchange!

 

As revealed by a Microsoft study, consumers are willing to share their data in exchange of either valuable discount offers, cash rewards or extremely exclusive benefits.

 

In fact, it points out that:

 

  1. 65.2% customers would let you target them for loyalty points
  2. 89.3% for geo-local discounts

iii.And a whooping 99.6% for cash rewards

 

But you need to ask them to grant permissions, first.  This simple customer-centric hack can go a long way in building a good relationship with your customer and keeping bringing them to your store.

 

Make sure that you hit them with a hard-to-say-no-to offer, at the get go!

 

Needless to say, don’t misuse the data you track. Refrain from spamming them with persistent offers. Or telling them how you “noticed they visited a nearby store!”

Like most other growth hacks, geomarketing has seen its own share of misuse.

 

Yet, when done right, it can be highly beneficial to brick-and-mortars in all kinds of markets.

 

After all, it’s hard to ignore the success stories and dollars generated by smart and cost-effective geomarketing campaigns, by brands big and small.

 

Get in touch with us for a demo on how Pinoffer can help you leverage geomarketing to take your footfall and in-store revenue to the next level.

 

 

How Pinoffer is helping physical retail stores retarget customers and boost in-store sales

How Pinoffer is helping physical retail stores retarget customers and boost in-store sales

 

pinoffer dashboard
pinoffer dashboard

 

Not all location-based retargeting services are created equally! The proof is in the pudding- and at Pinoffer, we are leveraging data, accuracy and smart retargeting to drive sales for retailers and brands.

 

Our intuitive platform and retargeting options are designed to help you reach and retain your ideal customer and in turn drive up your in-store sales.

Furthermore  we equip the offline stores with an intelligence dashboards and analytics where you can understand your customers interests, and behaviors.

1. Bringing back your customers with smart geo-fencing and push notifications

Bringing back your customers with smart geo-fencing and push notifications
Bringing back your customers with smart geo-fencing and push notifications

 

It’s no secret that push notifications promoting personalised offers, discounts and new collection launches sent to the right customers can quadruple your footfall on any given day.

Besides, we also take pride in our accurate geofencing targeting abilities which simply put allows you to target people in an area around a particular geographical point, for example your store or even your competitor’s store.

Attract past customers when they are nearby

Plus if done right, it’s 4x more easier to bring back an old customer to the store and drive them to buy than attract a new one- which is what Pinoffer is committed to deliver.

Couple geofencing with attractive push notifications and you’ve got yourself a well-oiled footfall and revenue driving machine.

2. Building engagement, relations and sales with Facebook and Google Ads

 

To solve the out-of-sight, out-of-mind dilemma, at Pinoffer we re-engage your customers even after they have left your store. And what better way to do that than target the places they visit the most? Facebook and Google sites.

Powered by our smart positioning methods, we put your brand in front of your ideal customer and continue to build familiarity and engage them through ads that direct them to your store.

Our aim: to establish familiarity, build a relationship and position your brand at the top of their mind as a leading retailer in your niche.

3. Powerful store analytics to help you up your marketing and customer experience game

store analytics
store analytics

 

Today, the better you know your customer, the more equipped you are to deliver amazing customer experience, create effective offers and make well-informed sales decisions.

Besides, to compete with online competition, physical stores need to take data seriously. Data points like footfall, sales, conversion rate, churn rate and more on a daily basis are designed to help you take your marketing and sales game to the next level.

In-store analytics to boost your sales and performance

And that’s where our simple yet powerful analytical dashboard comes in!

Our analytics will give you key insights like how many people walked in each day and how many converted or churned to the busiest and slowest days of the week (month or year, even) in terms of sales beside reach insights on their interests and shopping habits. Imagine what you could do with this data- from launching new collections on busy days to offering personalised in-store customer experience or attractive offers on slow days.

Today, most successful brands are infusing online retargeting, geofencing and location based geo-targeting to boost their sales and stay ahead of competition so why should you miss out! Contact us at Pinoffer  to enjoy the watch your numbers up.

How physical stores can leverage retargeting to boost their in-store sales

How physical stores can leverage retargeting to boost their in-store sales

How physical stores can leverage retargeting to boost their in-store sales
How physical stores can leverage retargeting to boost their in-store sales

And how Pinoffer helps brands do exactly that

 

Retargeting the right people, at the right place, at the right time, has been the holy grail for eCommerce marketers online. Be it to drive repeat visitors, customers, familiarity or even brand loyalty.

 

However, when it comes to physical retail stores and brands, most fail to tap into or even recognise the golden goose that is smart retargeting.

 

Truth is, with advances in Facebook and Google ads, geo-retargeting, geo-fencing and overall analytics, there’s a lot that you as the owner or manager of an offline store can do to re-engage past walk-ins and customers to boost your in-store sales.

 

Just think about it, what if you knew that a past customer is just two blocks away on your sale day? Wouldn’t an appealing push notification with a personalised offer attract them to stop by and potentially buy from you?

 

Why offline retailers should consider retargeting to drive in-store performance?

 

Why offline retailers should consider retargeting to drive in-store performance?
Why offline retailers should consider retargeting to drive in-store performance?

With retail stores footfall declining by 15% every year and 84% consumers feeling that offline retail stores should integrate with the online world, it’s hard to ignore the benefits of retargeting physical customers online!

 

Retargeting customers after they’ve left the store presenting huge sales opportunities

1. It solves the ‘out-of-sight, out-of-mind dilemma

 

Unlike e-commerce websites where one can keep engaging their visitors on auto-pilot thanks to cookies, pixel code they are retargted even after they have left the website, as for the physical retail stores are limited to their physical space.

 

It’s almost as if once a customer walks out of your store, they are lost… forever.

 

Okay, forever might be a tad bit dramatic but at least till they think of you again and we all know how long that can be when you’re completely out-of-sight!

 

Here’s where retargeting past walk-ins and customers comes in!

Physical stores can influence customer behaviour and boost sales by making sure that they’re on the minds on their ideal customers- even when they are out-of-sight!

 

2. Build familiarity and trust by engaging past walk-ins

 

On top of not having a way to contact the people who’ve interacted with their stores at least once, physical retailer stores are faced with competitors armed with marketing teams and budgets, both online and offline.

 

With studies proving the rule of seven, which simply put implies that on an average your target buyer will convert after seven interactions with your brand (either online or offline), it’s clear how important building recognition, familiarity and trust are.

 

On top of that, it’s common practice for online competitors to always maintain a competitive edge, thanks to their own targeting methods!

 

Without retargeting, it’s highly unlikely that a typical store visitor will come back to your store seven whole times- through the jungle of attractive online ads!

3. It’s precise, effective and has massive ROI

It’s precise, effective and has massive ROI
It’s precise, effective and has massive ROI

 

Hands down, a past customer is one of the ideal people to target with new offers and what better time to reach them than when they are walking by! Or when they are in need for what you sell, they can be easily converted when you attract them with localised content and they happen to be nearby, you are almost certain to attract them into your store.

 

Besides location-based targeting, retargeting on Facebook and Google can also help establish a brand image almost instantly, if done right. Basically, retargeting is one one of the most precise and effective ways to double down on ROI.