Proximity marketing, also known as hyperlocal marketing, uses mobile technology to send messages to smartphone users who are very close to a business or a particular place. The market is defined by those users who use Bluetooth technology, Wi-fi, QR code or NFC connection. The message is sent by companies that want to digitally connect with nearby consumers. Through these signals, proximity vendors can send similar content to a mobile application (app) that automatically appears on consumers’ mobile devices.
Proximity Marketing Strategies For Retailers
Connection to a Wi-Fi network
If a user of a Smartphone is in a shopping center and does not want to consume data, always looking for a way to connect to a Wi-Fi network for free, this opportunity is exploited by proximity marketing to send messages while the user registers. In addition, use as a requirement to connect to the Wi-Fi network to complete a form, so the brand acquires more information from the user.
Digital coupons in place
This strategy allows retailers to send digital coupons to all buyers who are near their store through the Bluetooth or Wi-fi network. It can be a powerful tool to take advantage of high traffic times, test interest in a new product or stimulate sales in a slow day.
Interactive Digital Signage
The striking digital signs, although they do not have the power to penetrate a digital message sent to all mobile phones in the vicinity, can still be highly effective in the participation of customers. A digital location outside a movie theater, for example, can allow customers to browse their options and view forecasts based on their own tastes and individual preferences.
QR code reading
Similar to what is used as price tags in supermarkets; Companies have now taken to using a QR code as a way to connect with customers. This ѕtrаtеgу іѕ ѕоmеwhаt passive, as bуѕtаndеrѕ muѕt choose tо ѕсаn the barcode wіth thеіr ѕmаrtрhоnе, but іt requіrеѕ lеѕѕ tіmе аnd attention than dіgіtаl signage. Buyers can scan on the fly and connect to the content on the spot or mark it and return to it later.
Beacons are small devices the size of a coin that emit a Bluetooth signal, whose maximum range is 50 meters. It is similar in operation to a GPS and has a unique signal for each device, which is able to define a location and detect and locate other devices, such as, for example, a Smartphone that has a beacon signal tracking application.
Considering the characteristics of this new technology, a world of possibilities for buyers opens up. If we have a beacon tracker on our phone, every time we enter a store that has these devices, we can receive the most diverse signals: discount coupons, catalogs, offers and additional information that could be useful at the time of making shopping in the place.