Proximity Marketing the new way to attract customers into the store

The way of purchasing in stores is changing. Customers, with the explosion of eCommerce, have changed their approach towards purchases. For physical shops, the Internet should not be seen as an obstacle, but as an opportunity. There are many variations in the relationship between online and offline shopping, let's see some of them.

Customers often look for information online, in particular on prices, but prefer to buy in store; in the same way it is A peak in the search for product information was detected when the customer is already in the area. in the shop, making the consumer an active, competent subject ready to spend more. There is also the opposite phenomenon whereby the shop becomes a showcase aimed at encouraging the purchase that will take place online later. Taking advantage of this process means offering advantageous options and solutions via eCommerce, such as a wider range of colours. wide range, greater customization or discounts on subsequent purchases).

<span style=""line-height: 1.6em;"">Another type of marketing that combines the online and offline markets is Proximity Marketing. Imagine walking down the street, passing in front of a shop and receiving a push notification on your smartphone with active in-store promotions or approaching a restaurant at lunchtime and discovering the menu. of the day directly in the mobile app. This is possible thanks to Beacons, proximity devices. who interact via  Bluetooth Low Energy with mobile apps, maximizing the customer experience and the propensity to purchase.

<span style=""line-height: 1.6em;"">Just like a beacon (Beacon), they detect proximity to mobile devices on which it is connected. the brand's app has been previously installed. This type of technology can be applied in multi-brand stores to warn the customer of the presence of the brand in the store, in single-brand stores that report offers and promotions, in supermarkets optimizing the purchasing experience, in stations and airports.

<span style=""line-height: 1.6em;"">Read more consult the <a href=""http://www.moko.it/landing-beacon.php"">dedicated infographic.

<span style=""line-height: 1.6em;"">The Internet is changing the way we make purchases, understand the potential of the digital market means reflecting on strategies aimed at uniting the traditional offline market with online eCommerce.