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.

Proximity Marketing: Merging Online with Offline Shopping

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.

Present Scenario:

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.

proximity marketing solutions

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
  • Incentive
  • Educate
  • Entertain
  • 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.

proximity marketing

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