Localism: geo-targeting customers in and around stores
As any real estate agent will tell you, location is everything. For brick-and-mortar retailers, it could not be more important. Location dictates foot traffic, visibility, and ultimately, sales. The more online and digital the world becomes the harder it is getting for marketers to make an impact on in-store purchase. This is why localism has emerged as the best tool for the digital retail marketer. Mobile devices have made it possible to geo-target consumers and engage with them wherever they are. However, marketers are thinking well beyond the proximity of consumers to stores -- they are focusing on consumer proximity to products within retail locations. Beacon technology and digital store mapping are creating complex diagrams of consumer behavior inside retail locations. It is helping inform data on shopping patterns and behaviors for every unique customer. We are in the early days of how local digital marketing campaigns will affect the overall brick-and-mortar retail environment, but one thing is certain: impact on foot traffic and in-store sales hinges on marketers' ability to get mobile localism right.
Alan Schulman, VP of global digital marketing and brand content at SapientNitro, NY speaks about localism at the iMedia Breakthrough Summit and explains why this trend has become so hot and more importantly, vital to retail's survival.
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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.
"earth and target, blue background" image via Shutterstock.