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.

 

 

Pinoffer Introducing Location analytics and retention platform for venues

We’re super excited to finally to share what we’ve been working on

we are launching our Location analytics and retention platform.

venues analytics and retention
venues analytics and retention

 

TL;DR

Retailers, offline stores and venues now can have access to analytics and insight for there business by implementing pin offer SDK inside their mobile app and they can retarget and retain users by creating campaigns from pinoffer dashboard to target people by behaviors like “people visited specific store or place last week or months”.

publishers/mobile app owners can increase revenues by selling on ground ads and partnerships to advertisers whom want to target stadium for example . when user entered a geofence ( virtual point on map ) user will notified by ad

users will not be annoyed by ads because the ads will have a discount or offer

Example of geoFencing

geo-fencing example
geo-fencing example

How can pinoffer help venues and offline businesses?

PinOffer analytics allows storesand venues to find answers to the following questions:

1- What’s the Churn Rate in one branch of the store or in all branches?

2- What’s the Retention Rate of your store? What’s the percentage of returning users/visitors?

3- What’s the percentage of non-returning users/visitors who may have found a better alternative?

4- What kind of Ads did you use to bring visitors to your stores?

Location analytics dashboard
Location analytics dashboard

5- What’s your customer segmentation? How are they divided into males and females? What are their income rates?

6- How long do the users/visitors stay at your store?

Through Pinoffer analytics and retention platform, you can know your store-related analytics. It’s more like Google Analytics except that it’s for offline stores and not for websites.

How can pinoffer retargeting and help venues to retain their users?

 

PinOffer Platform for location analytics comes with a Retention and retargeting bonus so that you can launch advertising campaigns from within to target specific groups.

1- Push Notifications from your store app.

2- Target Ads for users on Publishers Network whom are members of PinOffer Advertising Network

3- Re-targeting on Facebook; users who visit your stores will be targeted by specific store Ads on the social network

 

PinOffer platform targets your store’s visiting customers via three different kinds of Ads:

retention platform
retention platform

 

When it comes to targeting types, PinOffer works with the known targeting type of Advertising platforms + new types of targeting.

You can target customers who visited your stores during the past week or past month. or

You can target customers who did not visit your stores for a week or for a month. or

You can target one-time visitors.

How does it works?

its Easy you can integrate our SDK inside your mobile app few line copy and past and its done. now you can access to your dashboard and see your analytics.

 

pinoffer sdk

1 line of code sdk
1 line code sdk

pinoffer sdk

 

in exchange for users’s data pinoffer will send your discounts and offer to users.

 

But why direct offers and discounts are considered better than loyalty programs?

Loyalty vs discounts
Loyalty vs discounts

According to Microsoft statistics, 89% of users prefer getting discounts in return for sharing their personal information with companies while 65% of users prefer subscribing to a loyalty program in return to sharing their personal information.

This is how PinOffer started to build its platform and mobile app. for offers and discounts it presents to companies in the form of white labels.

 

What are the tools that Pinoffer presents to companies?

PinOffer has several solutions including SDK for analytics that companies can work with. SDK uploads customer related-analytics to PinOffer analytics platform after users’ agreement.

 

PinOffer has an SDK embedded app. for companies. If the company doesn’t have a mobile app., it can get one from PinOffer that is linked to the analytics and targeting platform.

and we will keep you updated with product update