Every business owner dreams of knowing what their customers want and then delivering on that. They want to know how their customers think, where are they likely to go, when they’ll be there and why…
The more business owners know and understand, the easier it is to deliver and meet the needs of their customers. Meeting their needs will lead to a positive customer experience and we all know these days, customer experience is crucial and a cohesive customer journey is critical to successful marketing campaigns. As Steve Jobs said: “You’ve got to start with the customer experience and work back toward the technology — not the other way around.”
Thanks to geofencing marketing technology (location based digital marketing that allows businesses to message smartphones in a defined geographic area), this information is now accessible.
Geofencing allows companies to set up a virtual boundary that will trigger customer interactions when they ‘enter’ it, e.g. create a perimeter around a brick and mortar location and once individuals enter this area they are sent push notifications, informing them on a special deal, promotion, previous purchases etc. This type of customer experience drives user engagement and will help customers find their way back to your business again and again.
Geofencing marketing connects you with your customers or potential customers. E. Davityan mentioned: “Geofencing marketing provided a win-win situation for retailers and customers by seamlessly integrating the online and offline experience via mobile.” Analytics provided by geofencing enable business owners to understand and direct their customers, this is invaluable. Knowing their habits and movements allows companies to reach out to them in meaningful ways, build brand awareness and loyalty. Take into account that this technology can pose privacy and regulatory risks and needs to be managed with the utmost respect and care to prevent it from backfiring.
Accurate location services allow companies to reach customers in-store and out, this can lead to enhanced and personalised customer experiences that can lead to an increase in customer purchases.
The more business owners know about customers, their behaviour and habits, the better equipped they are to provide a positive customer experience that will lead to an increase in sales. Location marketing can meet a customer’s needs before they even know what their own needs and wants are, which will ultimately lead to an increase in sales.