Proximity Marketing: a Way to Combat with the e-World


The localized method of transferring advertising contents for a particular place or location is known as Proximity Marketing. The transformation is done mainly through wireless channels. The people or the customers who want to receive the messages can receive it through various devices like their smart phone, laptops or any other Bluetooth enabling devices.

The Various Ways to Determine the Location of a Device Are as Listed below:

  • The Smart Phones or the cellular phone within a particular location.
  • Devices with Bluetooth or Wi-Fi facility.
  • The GPS enabled devices with a strong internet connection.

A NFC accessible device that can read a RFID chip that depicts the news of a Product launch or a media launch at a particular location. The information is collected in the form of localized contents that are collected via the internet servers.

mobile proximity marketing

Proximity Marketing has various utilization but how the Retailers are benefited out of it is the main matter of concern here. If someone goes by the definition of proximity marketing it is said there that proximity marketing is all about providing information about the people of a particular locality at a particular time. In this way the retailers can collect information about their targeted customers of a particular location.

How Do the Bluetooth Proximity Marketing Techniques Work?

Proximity Marketing like any other marketing involves selling or marketing of the product to their targeted customers. However the proximity marketing messages are accurate and are confined to a particular location at a particular time.

Following are the process through which the Bluetooth Proximity Marketing works:

  • The Data or the information collected through various Bluetooth enabled devices, or through internet are transformed into the form of images, text, data, audio, video or even sometimes in the form of games are sent to the targeted customers via their smart phones, laptops etc. Sometimes the retailers also send the messages when the customer is standing in front of a particular product.
  • Through push messages about the things or the products that the customers are seeing in the shop.
  • By sending various coupons containing discounts or offer for individual or group of customers.
  • Through various social networking sites like Facebook, twitter etc. The Data collected from these sites helps in proper segmentation of the customers. This way the Retailers are also benefited as they can approach their targeted audiences or the customers much smoothly.

Beneficiaries of Proximity Marketing:

Proximity Marketing has no doubt strengthened the relationship of the retailers with their customers. The engagement level of the retailers and their customers is much high with this marketing technique. The retailers can now their customer’s individual behavior, needs and wants. It also helps the retailers to privatize their products according to the individual customer’s choices or preferences.


Since smart phones have now became the necessity of every human being proximity marketing in this context have a much long way to go and help the retailers to shine in their business. This can be the only way the brick-and-mortar store retailers can combat with the e-retailers.

Beacon Technology: Both Bluetooth and Wi-Fi Helps to Increase the Retail Potentiality

The Retailers now a day is thinking to extend beyond retail. The retailers are in turn thinking of extending their potential beyond their stores. These demands of the retailers are increasing the use of Beacon Technology. The beacons are mainly a low cost device that is easily available. They are portable enough to be used anywhere in the stores. The only thing that allows easy access to beacon messages is a Bluetooth enabled device.

Bluetooth and Beacon Technology:

Bluetooth facility helps the beacon technology to enable the process of transmitting messages through the wireless network. Bluetooth is also very user friendly without unnecessarily draining out the battery of the phone. With the help of Bluetooth Beacon technology it also helps the Retailers to provide location based payment solution as well as shopping facilities.

beacon technology

Bluetooth vs. Wi-Fi:

Although Beacon messages can be transmitted by both Bluetooth and Wi-Fi enabled devices but there are some basic differences between the two.

The Wi-Fi network does not requires any permission from the customers unlike the Bluetooth system. The Wi-Fi once turned on by the customers constantly gives location information about the customers. The Wi-Fi network gives much more accurate information the customer’s physical location than the Bluetooth enabled devices. Wi-Fi gives much more accurate proximity detection. Wi-Fi also does not require any extra app to install unlike Bluetooth, which requires various extra app to be installed that provide information about the customer’s physical location.

However the Retailers can use both Wi-Fi as well as the Bluetooth to get a fruitful result.

Much Beyond Retailing:

  • Beacon with Bluetooth have potential much beyond retail. For instance the Bluetooth Beacons help the educational institutes to collect information about their students, faculty etc.
  • Beacons in the airport or railway station can provide information about departure or arrival, delay, or about passenger’s details.


In Store Retailing and Beacon Technology:

Beacon technology has made the shopping experience much more exciting than before. In-store retail and payment process or procedures are the two primary objectives that the Beacon Technology looks into. The Retailers transform flash messages, offers and discounts to the customers by this beacon technology. The payment process with beacon has become much more easy and smooth.

The customers are also knowledgeable enough now a day. They also do research work about a product or a brand before purchasing the same. To know the Customer’s Behavior and the Shopping habit the Retailers need to update themselves with certain information like;

  • What are the things the customers are buying the most
  • What are areas that are being explored more than the others by the customers?
  • What type of contents is attracting more customers?
  • How much time the customers are spending time in the store?
  • With whom the customers are visiting the store?

beacon technology

Type of Messages Transferred by Beacon:

Beacon technologies transmit the following messages through Bluetooth;

  • How the retailers are working?
  • What the retailers are planning for their customers?
  • What are the upcoming and ongoing discounts and offers?
  • Messages from the event organizers
  • Messages from the transit system
  • Messages from the enterprises
  • Messages from the educational institution

Will Digital Coupons Win over the Paper Coupons in the Coming Years?

Proximity marketing is not a new concept among the Retailers and the Customers. However Bluetooth proximity marketing is a latest trend introduced now a day.

Every smart phones or mobile phone and tablets have a Bluetooth access facility in today’s world. Thus this also known as the mobile proximity marketing or the Bluetooth proximity marketing. Bluetooth is nothing but a short range wireless system that can transmit information as well as can also receive information from other devices without the use of any wires. Bluetooth proximity marketing involves transmitting promotional messages, videos, and images through this Bluetooth supporting devices. The messages are transmitted through the Bluetooth broadcasting equipments or devices and within the range of area where the transmitter is placed. These transmitters are known as the Beacons.

digital coupons


The main objective of Bluetooth proximity marketing is to reach the customers directly to market a product. Bluetooth proximity marketing helps in finding out the individual customers and targets him or her at the right time and at the right place. The retailers are thus highly benefited by this system of marketing.


Retailers Benefit:

The retailers throughout the years are practicing several ways to market their products in a right manner by satisfying their customers. The Retailers are benefited from the Bluetooth proximity marketing in various ways. The retailers can send messages images, text to a customer even if he or she is present in the store physically. The customers can send relevant push messages from the retailers about a product that the customers are seeing or opting to buy.

Now a day the customers have a larger exposure to various online sites through which they can enhance their buying. The Bluetooth proximity marketing in turn helps the retailers in segmenting the customers. They help in segmenting depending upon the customers, Facebook login, etc. Thus these type of marketing strategies help to engage with a large number of audiences at a time. These help in direct communication with the targeted customers.

Additionally through this way of marketing the retailers’ track who is in the stores, what are the areas that are attracting most of the Customers. The Retailers can also improve their promotional contents Band messages by finding out which content is attracting more customers and which not.

Thus through this the retailers helps the customers to enhance their overall shopping experience.

Customer’s benefit:

The customers are also benefited in various ways through these Bluetooth proximity marketing. They can pay their bills trough Bluetooth much quickly than before. This system is also much more pocket friendly. With the push of a button, the customers can now pay the bill once they are registered to the shop.

Paper Coupon vs. live Coupon:
If we look into the statistics we will find that the use of both paper coupons as well as digital coupons is almost same.

digital coupons

To make the full fledged use of digital coupons is however now under process, but as the year is passing by more and more companies and brands are showing their interest to introduce the coupon system.

There is a common dilemma among the retailers now a day whether digital or paper coupons which one will win over the customer’s attraction.

It is surprising to see that even if in this digital age or in this tech savvy world people are more inclined towards the paper coupons. Thus the Retailers need to think over this issue to find a way out to choose the best among the two.