Proximity marketing is applicable to an increasing number of fields and it can revolutionise  many aspects of everyday life, like, for example, the way we do our shopping.

In fact, thanks to the smart beacon technology and proximity marketing, retail and distribution operators can elaborate pinpointed strategies and offer their customers an interactive and personalised experience.

Several are the advantages deriving from using beacons inside supermarkets and hypermarkets and many are the initiatives that may be pursued by marketing managers inside the stores.

One of the benefits coming from the use of proximity technology (and the subsequent creation of a dedicated app) is the possibility of replacing paper leaflets (which have sizable production, management and distribution costs) with digital ones, far more economical and always updated. In this way consumers can easily check the items available and receive notifications directly on their smartphones, informing on discounts, special offers and promotions, allowing the store to drive selected products, if necessary. Along with shopping schemes aimed at customer loyalization, the technology allows also marketing plans that offer special discounts reserved to customers who have downloaded the app, thus promoting its use.

Beacons positioned along the aisles can help meet the expectations of consumers increasingly aware and concerned, for example by promoting corporate social responsibility campaigns. In this way the customers can receive accurate and detailed information on the origin of the products on the shelves, growing methods or the ingredients contained in recipes suggested by the store via push notifications that will be received when standing by a specific product. The capacity of showing and telling the care dedicated to these issues can become a competitive advantage for a supermarket or for a large retail and distribution chain.

Beacons allow also effective cross selling initiatives: promotions concerning two or more different products or special contents that put together a set of miscellaneous items like, for example the ingredients for tasty recipes, and the app can even indicate where to find those ingredients in that shop.

Proximity marketing not only allows notifications modelled on individual interests but can also collect a huge amount of precious data and information on the customers. Knowledge on the customer base can prove very useful when deciding promotions and planning campaigns and any other marketing activity.

An analysis of the flow of visitors can provide insights into visitors’ numbers during the day and during the week, allowing not only to check the performance of a store, but also to effectively organise and manage its staff and their deployment in the aisles and at the tills, a simple and effective way of improving the service while reducing queues.

In order to generate a call to action at the store, it is possible to issue coupons pinpointed on specific targets during the most critical moment of their decision making process, that is, when they are in front of the shelf. A notification, let’s say on breakfast products, at the exact moment in which the consumer is in their aisle will stand out more than any other message conveyed through traditional advertising channels, with a greater return of advertising investments.

A further step, achievable by developing the system, is the possibility of making payments directly through the app, thus saving on personnel costs and making the customers’ visit to that supermarket quicker, smoother and therefore more pleasant.

Simple, practical, convenient.

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