It can turn a passer-by into a potential customer, which is why it is especially interesting for street marketing campaigns of limited duration, special offers or discounts, and also for busy places. There are three concepts inherent to the nature of proximity marketing: location, mobility and action. New consumer habits have made consumers “mobile users”, so mobility is an unavoidable condition for retailers. But if you add that the client is in the right place, near your store, you can only invite him to visit you. A good direct communication, immediate, attractive and in the right place, is highly effective.
TYPES OF PROXIMITY MARKETING
Marketing with QR codes
It was invented in Japan, as part of the evolution of barcodes inside warehouses. It was wished that in a single code it contained all the necessary information. His arrival to the shelves was caused by taking advantage of that code outside the scope of the warehouse and company.
With the arrival of smartphones and their built-in cameras, they soon had a solution, and the consumer took advantage of that information to decide on the acquisition of the product. With a scanning application for codes, it was easy for the consumer to know more about the product. Normally, he would drive to the manufacturer’s website, where he would provide information. It evolved more towards the sale and took advantage to offer promotions by scanning those QR codes.
This type of connection is relatively new. More or less we could classify it as the evolution of RFID, or radiofrequency codes used in warehouses to detect where an item is located. Marketing has not known, for the time being, to take advantage of the aforementioned technology. It is the closest field that can be used to connect with a consumer. Its detection radius between the receiver of the passive subject and the active connector does not exceed 20 cm. That closeness could be used so that the consumer has no other way of interacting with the product but is being close. For example, a painting in a museum.
It uses the geolocation of the user to interact with it. Thanks to the GPS beacons that almost all smartphones contain, it is intended to have an impact on the consumer. Many already know this type of marketing, with the massive entry of users to the “FourSquare” app. In principle, the app was not designed for this need, but soon the idea of monetizing all those users led the app to become a marketing technique of proximity. Through “push notifications” the user was impacted on those businesses that were relatively close to their position, for example, a square and indicated shops of the nearest streets, and that were adjusted to their purchasing preferences.
Thanks to the best-known and most advanced wireless connection, it is possible to connect a large number of users to a Wi-Fi network. Even creating wifi within another wifi. With the “free wifi” hook, it is possible to interact with the consumer while connected to the wireless network provided by the merchant. Through positioning algorithms, it can detect which aisle a particular consumer is in. It can identify it if it is repetitive in the visit to the store, and/or corridor.
It is possibly the one that will expand the most. The road already opened, as we have already mentioned, the Apple iBeacon in 2013. Thanks to the evolved function of this wireless connectivity, such as the low battery consumption, called BLE (Bluetooth Low Energy), better known by its acronym, 4.0. They are beacons that emit signals that smartphones receive, although any device that contains Bluetooth 4.0 can interact with them, and interpret them as commands. They can send links, videos, and images. Even through apps, interact with the trade.