Till a few years back there was a wide and clear distinction between the Retail Marketing and Digital Marketing system. The methods and techniques used by these two were not at all similar. However, in the recent years the situation has changed a lot. The invention of Proximity Marketing has blurred the distinction between retail and digital marketing. Until its invention, the retail looks at the Stores while the digital division controls or operates the e-commerce section. Both Retail and Digital Marketing also targets two completely different sets of audiences until few years back.
Proximity marketing is helping the Retailers to keep a close watch to their in-store customers. This helps them to know about their customer’s behavior in a much clear way than earlier. Thus the proximity marketing strategy has bridge up the distinction between the brick and mortar store and the digital store or the e-stores. Now, the customers are not only a store or online visitor but are both.
Why Proximity Marketing Is Beneficial for the Retailers?
Proximity marketing not only helps the Retailers in knowing the Customer’s Behavior well by tracking what they are buying or with whom they are coming, how much time they are spending but it also helps them to judge their marketing strategy as well. It helps the Retailers to find out if the products at their stores are kept in a proper manner or it needs any change to attracts the customers or if the in-store staffs are behaving properly with their customers.
Proximity Marketing and in-Store Marketing:
Proximity marketing has helped the in-store marketing in many folds like;
- Increases the selling of the store
- Help in cross promote
- Increasingly handle the scale itself
With the help of proximity marketing the two system of online and offline mode of marketing have merge together. This also helps the Retailers to use the online browsing history with that of the physical visit in a store. Customers who had purchased something online can now be identified easily when they visit the store physically and can be treated accordingly satisfying their needs and demands. These customers can be tracked with the help of their smart phones.
The Mistakes to Be Avoided by the Retailers in Proximity Marketing:
There are certain mistakes that the retailers need to avoid for proximity marketing;
- Receiving in sufficient amount of data. Proximity marketing requires huge data for knowing their customers well .Unfortunately some retailers are lacing of data.
- Failing to put a limitation to the number of messages to be sent by the Beacons to in-store customers.
- Failing to meet the customers demand. With the proximity messages the customer’s needs and demands of getting personalized offers and discount are increasing day by day which the retailers are failing to meet.
Various proximity marketing solutions are :
The devices to be used for proximity marketing are termed as the proximity marketing solutions. Proximity marketing now a day is not only limited to the use of smart phones it can now be accessed through any GPS enabled devices, like the laptops.
Proximity marketing in India:
Proximity marketing is also gaining its importance in India at a fast pace. Many of the leading retailers of India is using the proximity marketing strategy to increase their business. The proximity marketing solutions that are used in India are;
- An internet enabled device
- An Wi-Fi enabled device
- A Bluetooth device
- A NFC enabled phone
- QR codes