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6 Ways to Leverage Geo-Location in Your Mobile Marketing

Never is there a better time to capture the attention of potential customers than when they’re physically near your store. And with the right mobile marketing strategies, you can take advantage of geo-location in order to skyrocket sales.

1. Send Promotions to People Shopping with the Competitor

All’s fair in love and retail, right? By using geo-fencing to send offers to people within a certain area — whether it’s where your store is or your competitor’s — you can entice them to come your way.

Maybe you sell office products, and hate that the store down the road gets the bulk of business. You could set up your geo-fencing to send offers for a free box of paper with any purchase to anyone in proximity to the competing store. It’s easy enough to track how many people redeem this offer, so that you know it’s working.

2. Create a Complementary Offer

Another geo-fencing mobile marketing strategy is to send special offers that go with what a shopper is out doing.

Let’s say anyone who is shopping at Target near your restaurant before noon receives a buy one get one free lunch offer. The likelihood of them being hungry after a shopping session is high, so redemption rates should be solid.

Here’s another example: people going to the dentist next door to your drug store could get 50% off of dental care products. Tying in a product or offer that complements where people already are increases the likelihood that they’ll come spend money with you.

3. Get Hyper-Local with Beacons

Once shoppers are in your store, you can guide them to a specific promotion, aisle, or product using beacons. A beacon is a device that receives location data from nearby mobile devices.

In addition to being able to nudge people to specific areas of your store (“hey, have you checked out the clearance rack in the far right corner of the store? Great savings to be had!”) you can also glean valuable data about traffic patterns in your store. Maybe you notice that people aren’t going near your Junior’s clothing department (which, admittedly, is a bit crowded with clothing, making navigation difficult). This could spur you to redesign the area to be more shopper-friendly.

4. Use Predictive Analytics to Tell the Future

As we come to rely more and more on artificial intelligence in marketing, we find more ways to predict buyer behavior and provide relevant offers that have high redemption rates.

Predictive analytics are one such tool; using subscribers’ behavior and location data, you can push personalized offers when they’re most likely to be considered. For example: if your data tells you that a particular shopper opens her app to make her shopping list for your store every Saturday morning, you can time a push notification offer to appear at her normal list-making time.

5. Enhance Events with Augmented Reality

While Pokemon Go, the augmented reality game, attracted primarily children (and twentysomethings), augmented reality, combined with geolocation, can appeal to adults in your target demographic as well.

One idea: create scannable codes on products that bring the logo to life the way wine label 19 Crimes did. Make people excited to engage with your product through their phones.

6. Combine Mobile Wallet Offers with Geolocation

While the mobile wallet is a formidable player in the mobile offers space, you can take it one step further by adding geolocation to the offers. Maybe all loyalty members are entitled to 20% off of their next purchase, but you add a secret free product discount to those who are near your store during slow hours. By creating stealthy offers only presented at certain (unknown) times, you enhance the appeal of your brand.

Including geo-location mobile tactics in your marketing strategy is a great way to capture people on the go.