John Timmerman, Teradata’s Global Industry Evangelist, inspired an article in CMO recently titled Five epic marketing fails and how to avoid driving away your customer, summarising what businesses do wrong when marketing to their clients. The article talked about the top five mistakes businesses make with their marketing that affect customers loyalty. Here are some ideas for enterprises to overcome those faults and to attract customers instead of driving them away.
John Timmerman talked about how some marketers do not know their customers. Or maybe they do, but do not show it. Localz has witnessed both situations, especially in the retail industry. In the past, retailers used to bombard customers with messages about discounts that they were not actually interested in. That frustrated customers and drove them away.
To avoid this, micro-location technology enables retailers to offer relevant and personalised information to customers at the right place and time. By knowing where customers are and what they have purchased previously, marketers can deliver a more engaging customer experience that truly provides value. This is achieved by combining micro-location technology with historical data to create an individualised in-store experience for customers, rather than just sending them random offers. As pointed out by Timmerman, not all marketers manage to send relevant information to customers but the ones that do, are realising the benefits.
Another topic discussed in the article was about the positive impact that personalised messages have on customers’ buying behaviour. Timmerman related to the fact that some businesses repeat themselves and send the same message to their customers over and over again. Instead of doing that, businesses should send carefully targeted, new and refreshing, personalised messages at the right time. This would show customers that retailers pay attention to each of them as individuals.
One way to do this is via micro-location technology. Micro-location provides retailers with the opportunity to connect with shoppers individually from the moment they arrive in-store. By tracking the precise location of a customer indoors, retailers can send messages to the customer that are relevant to the items in front of them at that exact moment. That creates an engaging and personalised interaction, which is what customers want.
For example, Localz worked with Woolworths Australia to enhance the customer experience by delivering relevant information about products and offers in-store. As part of our solution, we placed beacons in their cheese room section behind each type of cheese. Rather than pushing messaging to the customer, the customer was in charge so that when they placed their phone close to a particular cheese, content appeared on their device. That content included ingredients, dietary guidance, price and suggested wines to go with the cheese on the screen. This promoted wine sales as well as providing real-time and relevant information about the product.
Localz is constantly looking for opportunities to apply micro-location technology to connect enterprises with their customers. Do you think that location technology helps marketers understand their customers better? Share your opinion.