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With the increasing competition in the retail industry, shopping malls need to optimize their customers’ experiences. Location based advertising is the key to enhance shopping experience. It helps to create a positive impact, boosting business and acquiring new and loyal customers.

New age consumers choose to invest in experiences rather than just shopping. Retailers need to think in a similar direction that can meet their consumers’ expectations. It is the need of the hour to develop and adopt innovative concepts which can serve as a differentiator and break the clutter.

With the increasing numbers of online shopping options, customers are more inclined to shop at home. However, by creating a more engaging and personalised experience, retailers can drive people towards their stores and ensure they leave with quality shopping experience leading towards customer loyalty.

Consumers now have access to multiple channels to shop for and therefore, malls find it challenging to attract more shoppers. Although, they try and grab the attention through exclusive offers and discounts but these are not enough to attract more shoppers.

Objective: Deliver personal and relevant messages

A shopping mall in Finland wanted to address the above challenge. Due to multiple stores in the mall, it was difficult for each store to identify and reach out to their consumers. Therefore, they wanted to develop a digital solution that can convey their product or brand story to the right audience.

A project is successful when it achieves its objectives and meets the expectations of the stakeholders. So, who are the key stakeholders here? — The shopper, the shopping mall and their store owners.

The primary objective of stores in the mall is to reach out to their target customers whenever they cross a particular store of their interest in the entire mall. Moreover, store owners also wanted to address the decrease in the number of visitors to their stores. Currently, they advertised on billboards or banners which conveyed offers. As this message was generic it was difficult for store owners to be sure of hitting their message to the right audience. This way store owners intend to broadcast their exciting offers and deals but cannot find ways to reach to their target customers.

Attracting More Visits

A digital solution is important to increase the footfall which can enable them to send a brand story or messages to the right audience.

A mobile app for consumers can help them receive deals, coupons, and discounts from the stores in the mall. So, how does it work? A shopper receives a notification whenever he walks near the store in the mall. This data is already with the store owner due to the interest shown by the shopper in the recent past. The notification will convey recent offers and discounts. As soon as the notification is received, a shopper would want to visit the store and get the benefits of schemes.

In this way, the message is conveyed to the shoppers who would be interested in the products of the store. There will be no miss out for shoppers and they will always stay informed as they navigate from one place to another in the mall.

Addressing the challenges

LEAP is a digital solution for store owners to broadcast their brand messages to the right customers across the mall attracting them towards their store. With the effective implementation of Attention, Interest, Desire and Action technique (AIDA) the solution brings wide opportunities to understand the customer closely and offer what they are looking for in the first place.

A customized platform – LEAP for ‘Brands’ and ‘Retailers’ reaches out to their end-consumers and establish a direct ‘connect’ with them. With its Wi-Fi triangulation technology, store-owners can run a proximity marketing campaign to keep consumers informed about the products, services, and actual special offers.

If you are looking for a location-based advertising solution for your retail business or a quick demo on LEAP write to us at hello@leap.ooo or visit us at www.leap.ooo

Whether it is cricket, football, table tennis or carrom, playing games has always been addictive. It entices them to play again and again achieving the incentives of that game. With the transformation of games from indoor/outdoor to mobile phones, we see people sticking to their phone in playing games for a longer time. Games like PubG, Pokemon Go and Candy Crush are just a few examples. Considering these aspects retailers have discovered a new way to include in their marketing strategy – Gamification.

Gamification enhances the capabilities to acquire, engage, and retain customers. It typically involves applying games to applications and introducing a fun element that helps enhance the user experience. Motivating the user to perform certain actions or behaviours.

According to a study conducted by Gigya, it was found that gamification boosts engagement by one third, with online commenting rising by 13%, social media sharing by 22%, and content discovery by 68%.

Nike, an international brand for manufacturing footwear recently applied gamification to engage their customers across the world. In order to give a boost to their marketing and sales operations, they introduced an app Nike+ for their users to track physical activities. From walking, running to exercise count, the app stored users data which eventually helped them to track their progress. To provide motivation factor app also displays the data of other Nike+ users which created a kind of competition within the users. They introduced leaderboards where one can view the status of which individual gathered more counts. Basically, this gamification model was implemented to motivate the user to stay active helping them to gear up their sports shoes market.

By implementing the game elements, Nike was able to control 57% of the market by 2007 and 61% by 2009. The bar kept increasing and in 2013, there were 11,000,000 Nike+ members and it’s still counting as mentioned in gamification co.

As a brand owner or a retailer if you are having an app than including gamification will definitely gear up your sales. It is time to start building your strategy from defining an objective, identifying the target audience, including innovation factor and justify your brand.

Now, let’s take a look at a few important elements of Gamification you need to include while creating a customer engagement strategy through gamification:

Rewards

Rewards are the best way to fuel motivation. They not only motivate the users to keep going but also tempts a player to carry out certain actions which they would have avoided otherwise. A brand can make their users feel positive by giving something unexpected in the form of a reward.

Points and Badges

Users get a feeling of encouragement through points and badges. Which then brings a sense of accomplishment, and self confidence regarding their skills, qualities and interests. While achieving points and badges, users feel quite happy as they can flaunt their capabilities among their fellow participants.

Discounts/Offers

Who does not love discounts? Hardly anyone. Brands can include discounts as the user gathers certain coins or crosses a certain number of levels in a day. Discounts always attract users to get the best deal that benefits them in saving money. It helps to drive engagement and loyalty. If any customer receives a discount, they are more likely to come back in future too.

Conclusion

If you are trying to move the needle and thinking of ways to improve customer engagement, gamification can make it happen easily. As long as gamification drives customer engagement, it will fulfil its potential to provide an offbeat user experience.

A platform like LEAP is a perfect example. With gamification feature included, it enables brands or retailers to implement a reward system where one can set different incentives as the user clears each level of the game. For detailed understanding of Location Enabled Advertising Platform schedule a demo at www.leap.ooo

In the times when the Internet was a heated topic and inconceivable fantasy, marketers had to find off-beat ways to reach their customers. When any customer passed by their store, they played flute to attract them. It was a tough but most effective way of selling in ancient days. Those times have gone by and now brands don’t have to put in so much effort to reach their customers. With the advent of the internet and technology, advancement brands can now fuse in user engagement at ease.

Mobile devices are an essential way of communication between brands and consumers. They help brands to get directly in touch with their customers. This shows user engagement has evolved from being 1-dimensional to being a 2-way channel. Brands can not only reach their users but users can also communicate with their favourite brands easily.

What is Geofencing?
You must have observed in science fiction movies that motion detectors send an alert if the actor enters the territory of the villain. Well, Geofencing works in a similar way creating a virtual boundary around a certain area with the help of technologies such as:

● GPS (Global Positioning System)
● RFID (Radio Frequency Identifiers)

“Did you know that as per SBWIRE’S report that the geofencing industry is expected to grow by 27.5% by the year 2022?”

From a map, you can draw and mark a specific geographical area and circle it with a digital barrier. This marked area can detect and communicate with mobile devices that fall into this territory. The creator of Geofence can send SMS, email, pushup notifications to the devices that enter into the marked area. This gives an opportunity to a marketer with three avenues to engage with users. When mobile device –
a. enters in the fence
b. exits the fence
c. remains parked in the fence

How Brands Can Leverage Geofencing Effectively?

Drive customers towards physical stores
Brands can send messages to the users who have interacted with a geofence in real-time. That message can be anything related to recent offers which lure them to visit their physical store.

Grow your sales with an increase in traffic
After applying point one, brands can convert their increasing traffic to the store from geofencing to product impressions and ultimately sales. It also depends on how well the offer has been pushed to its customers.

Create personalised customer experience
When brands engage with their customers at the right time, at the right place with the right message, it adds value to their brand experience. A personalized message that pops up for the benefit of a consumer from a trusted brand near them helps to create a positive and long-lasting impact.

Refine customer profiles with location data
Geofencing helps brands to separate their cream customers from the crowd. It enables them to collect useful data about their regular loyal users and connect the dots regarding their interest through behavioural data.

Compelling Use Cases of Geofencing

Dunkin Donuts
On World Donut Day, Dunkin Donuts released a geo-filter on Snapchat that gave a twist to a giant Donut over a person’s head. In order to unlock the filter, users had to visit the store. They also received a free Donut with an order of coffee.

BMW
BMW uses Geofencing for their newly launched advanced vehicles that have the new BMW trackstar. It adds an invisible geofence around the car. If the car moves beyond the geofence or anyone tries to access it without the key, it sends an alert to the owner.

Foursquare
Foursquare’s new Pilgrim SDK detects new locations of their users and delivers related recommendations sourced from their user community. The idea is to utilize user-generated content contextually and create a great customer experience.

Final Thoughts
According to marketing guru Seth Godin, we are living in the era of ‘Permission Marketing.’ Brands are hustling for new creative ways of engaging with their consumers. Marketing industry has adapted the technology accordingly and one of them is Geofencing.

With Geofencing, brands can enhance the value entering into their user’s lives resolving their issues or providing next level facilities. A location-based advertising platform like LEAP allows brands to connect with their consumers directly. It features advanced technology like GPS and RFID systems that enables them to send offers to those users who interact in the created geofence.

To learn more or for a quick product demonstration, you can contact us at leap.ooo.

Companies today are exploring the opportunities of location-based services and including it in their targeted marketing strategies. According to Businesswire, the market for location-based services is expected to reach USD 133.08 billion by 2023. Location-based applications have provided a gateway for companies to broadcast offers, set preferences, monitor footfall and track conversions. However, for these companies, things became complicated after the EU’s General Data Protection Regulation (GDPR). The regulation took effect on May 25, 2018, with the aim of protecting the private data from businesses to restrict collection and processes, targeting the audience with their marketing activities.

Insights on the GDPR

GDPR has brought a revolutionary change to the data privacy of Europe citizens. Earlier it had an outdated standard for data protection which was framed and followed since 1995. The regulation requires businesses to protect personal data for any type of targeting messages sent to EU citizens. This regulation also applies to businesses across the world that deal with the European market.

The regulation is implied for all companies and businesses across 28 EU member countries. Therefore, companies will require to maintain this standard which may lead them to make a larger investment. According to an Ovum report, about 2/3 of US companies believe that the GDPR will require them to rethink their strategy in Europe. Even more (85%) see the GDPR putting them at a competitive disadvantage with European companies.

Impact of GDPR on Location Based Services

GDPR changes the way companies collect data and use it to target their customers. The goal is to protect users’ privacy and give them greater control over the usage of their data. As the location data relates to an identifiable personal, these companies should consider GDPR clauses while implementing location-based services.

• In GDPR Article 4(1) states, location data is considered as personal data. Under this clause, personal data holds extended rights that include-

Right to access: Users have the right to confirm the processed data and get access to its implications.

Right to erasure: Users can set the expiration date on the data that is already collected.

The emphasis on consent. So, companies will require users’ affirmation instead of pre-checked checkboxes while they install or use the apps. Thus, the only change GDPR is implementing is to collect and use the personal data carefully with their consent.

• Presently, under GDPR a data protection impact assessment (DIPA) or Private impact assessment has to be issued before certain projects are brought to market. DIPA is a system that helps organizations to identify how data privacy might affect certain activities or actions and minimize the project risk.

• Location targeting and location data have become much more complicated, requiring thought, strategy, and legal advice. Also, there lies some difference, but generally, the organization will require informed, appropriate reasons to collect location data. That means the organization now need to take permission from the user before the data is collected, processed and protected. Also, in the future, there’s also the possibility of processing location data with an app in such a way that any exported data is unknown.

Looking Ahead…

Although, location based services, can benefit companies in a big way, customers feel a threat to their privacy. To overcome this, GDPR compliance can make sure that companies identify and send their product offers to interested candidates only. Though, GDPR will steadily increase the pressure on businesses that process data in the coming times. Following the standards will be a shot in the arm while targeting the exact customers efficiently.

We understand the significance of GDPR to location data and thus we have applied the same in our location enabled advertising platform (LEAP). As a brand owner or retailer, you can turn your stories into experiences with LEAP. This location-enabled advertising platform will let you to understand customer behaviour and provide them a meaningful shopping experience. A consumer-centric product focused on serving retailers and brands to connect with their customers directly.

In addition, LEAP:

• Connects you with the customer on all points of sales system or marketing efforts
• Collaborates and integrates location-based services with analytics, marketing & positioning modules.
• Focuses on improving customer engagements through advertising and marketing modules

Thus, location-based advertising paves the way for both participants – brand/retailers or consumers in the retail ecosystem. To know more about us book a demo now at www.leap.ooo or contact us at hello@leap.ooo.

Location-based services (LBS) is a powerful way to enhance customer loyalty and encourage upsells. Google Maps, Hoppr and Zomato are a few popular apps that are offering location-based services across the world. It is one of the most persuaded ways for the business to reach out to their customers with real-time offers, information, and eventually increasing walk-ins to their stores.

Companies capture the purchasing pattern of their buyers analyzing the entire customer journey. For providing an end-to-end experience, they need to track every movement of the customer during their buying journey and that’s where Omni-channel marketing comes into the picture.

So, how can Omni-channel marketing fill this gap? Let’s get to know more about the nitty-gritties of Omni-channel marketing.

Understanding Consumers with Location Data

Today’s customers want to have complete control over their buying decisions, they want to buy only those products and services that best suit their requirements with the option of buying them anytime they want. That too, through the channel they wish to buy from, at their own convenience.

A person who wants to buy a pair of shoes online may check out the information about the product on the mobile app and place an order on the website. Hence, the success of business in today’s marketing scenario is not dependent on any particular department. It can be any department like customer service, sales or marketing.

The Omni-location Channel

Location data is a must to have within an Omni-channel environment. However, it relies on the ability of the retailer to keep track of their customer journey and leveraging the information in making their shopping experience rewarding.

To make this possible, several businesses integrate their location-based service with Omni-channel marketing for better customer experience and engagement. 

New-age Consumer Demands

Today, customers want to have complete control over their buying decisions. A successful LBS in Omni-channel marketing strategy requires retailers to keep their eye on the pulse of their customers. Target customer learning their habits and lifestyle based on their location. Identifying key demographic groups, understanding where they are concentrated and how they engage the world around them.

For example, Starbucks, like a coffee shop, ensures that it keeps bringing changes to the décor, beverages and food menu. But they are revolutionizing things with the new wave of Omni-location advertising. It takes their customer loyalty and experience to the next level. When any user having Starbucks app passes from outside the cafe, they would receive push notification of regarding recent offers or discounts. This brings along a lot of perks for regular coffee drinkers and loyal customers. 

Retail is a location-centric business and location data is far more powerful than most retailers realize. As a brand owner or retailer, you can turn your stories into experiences with LEAP. A location-enabled advertising platform that allows you to peep in your customer’s mind.  Understands their behaviour and provides a meaningful shopping experience.

To know more about us book a demo now at www.leap.ooo or contact us at hello@leap.ooo.

The increasing use of smartphones has transformed the opportunities for retail landscape at a huge level. In 2019, the number of mobile phone users is forecast to reach 4.68 billion according to Statistica. From this, it seems that retailers will be experiencing a lot of opportunities in terms of reaching their consumers.

New technologies continue to revolutionize the mobile landscape. It has enhanced the ability for tracking the location of a person in real time. A marketer can take the most advantage of such intelligent mechanism and create a promising advertising strategy. Let’s find out how.

#1 Geolocation Marketing

Beacon is one of the disruptive technologies that help brands to locate the current position of their customer. Accordingly, grabbing their attention through push notifications with coupons, promotions or other targeted offers in their mobile.

By using beacons, the mobile commerce has discovered a shift in identifying the personas and providing value to customers. A beacon platform named ‘Swirl’ conducted a study and mentioned that 73 percent of shoppers who received a beacon-triggered message on their smartphone felt like making a purchase when they visited a store. While 61 percent of shoppers felt the message prompts them to visit the store more often.

#2 Micro-Moment Marketing

A new wave of marketing frequently heard as ‘Micro-Moment’ has amplified the curiosity of many marketers. In one of their recent events, Google stated, “Mobile has forever changed the way we live, and it’s forever changed what we expect out of brands. It has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.”

Retail brands can increase their awareness with relevant content during these micro-moments. Studies have shown that it boosts 46% of brand awareness simply through mobile search ad results. Additionally, 51% of smartphone users have discovered a new company or product when conducting a search on their smartphones.

The only thing to take care of is your content strategy. It should be mobile optimized at all stages of the customer journey. A variety of content acts as a key towards enhanced engagement and awareness. It may range from ad targeting, customer reviews, YouTube videos, social posts, visual content and optimization of local search results.

#3 Location based Mobile Ads

Targeting specific locations to reach customers, creates endless possibilities for retail brands. Geo-targeting services from Google and Yahoo has brought this in for advertisers to design a campaign based on specific locality.

The number of options that geo-targeting offers today helps to target the audiences based on country, state, city, and ZIP code level. A unique feature of Google AdWords known as income location targeting provides advertisers to target those consumers that are capable to avail their product or services.

#4 Geolocation Technologies

Geolocation technologies offer various innovative ways to enhance the mobile customer experience. Understanding your target audience, retailers can craft and implement delightful strategies that attract their mobile users. One of the promising examples of a company doing this effectively is Taco Bell, which has successfully implemented strategies to reach millennials being their target audience.

There are many examples of retailers and companies across different industries that are quite successful in implementing geolocation strategy.  It has helped exponentially in enhancing the customer experience during their buying journey.

Among many such applications – a location enabled advertising mobile app (LEAP) for brands and retailers, brings gaming and entertainment to encourage consumers with deals and rewards. It acts as a digital advertising platform which empowers brand owners to increase sales by increasing consumer outreach and engagement.

#5 Geofence Display Advertisements

Geofencing is another interesting strategy for advertising which allows targeting those customers entering a certain geographic radius. The combination of GPS, radio frequency identifiers, and beacons enables this new marketing tool for retail brands. Retail brands can define the latitude and longitude of the required area such as parking lot or a specific part of the city. When any mobile device with its location turned on enters into the proximity of the fencing, it will receive targeted ads.

Also, you can determine whether the customer who has received your ad have visited the showroom after viewing it or left from that location.

A brand can follow their consumers throughout the journey from the first click to final check-out. With this, they can virtually follow the consumer and motivate them at each step of their buying journey. Schedule a demo https://leap.ooo/contact-us and know more about LEAP.