Today, every company is vying for the confidence and loyalty of their customers. Sadly, the days when offering discounts and coupons was all it took to keep clients loyal to you are long gone. You must act farther now. According to Salesforce data, 71% of consumers have made purchases based on the quality of their experiences, and 91% are more inclined to do so after having a favourable experience. Client loyalty programmes are a useful tool for organisations when it comes to being relevant and meeting customer expectations. Here, proximity marketing can be useful by strengthening the loyalty idea even further.
Proximity marketing: What is it?
A hyperlocal marketing strategy known as proximity marketing involves the customised wireless dissemination of promotional content in a specific geographic area. The main proximity marketing tools are Bluetooth-enabled physical items called beacons, which send signals to adjacent mobile phones, tablets, and other electronic devices. Wi-Fi and QR codes are two other nearby technologies you may employ to optimise your proximity marketing campaigns.
What Implications Does Proximity Marketing Have for Your Loyalty Program?
Let’s now talk about how enhanced targeting and data augmentation provided by proximity marketing can enhance your loyalty programme.
Targeting using a laser
The ability to precisely target your potential customers is one of the main advantages of proximity marketing. You can target potential customers while they are nearby your store because it operates in a certain geographic area. Your marketing campaign becomes more targeted and focused as a result. Instead of sending emails and messages to thousands of customers who are unable to take action, you will be providing contextualised communications to those close.
Communications can be personalised thanks to location-based technologies. Let’s imagine you run a retail business and your mobile app offers loyalty programmes. You can give consumers who have joined your loyalty programme specific discounts and offers if they pass your store while they are on their way. This enables you to capitalise on impulse purchases and produce quick sales.
Enhance the client experience
One of the foundational elements of a good loyalty programme is the customer experience. If a customer loyalty programme doesn’t offer a seamless consumer experience, engagement will be very low. QR codes can improve customer engagement and experience while shopping in-store.
You can build a QR code for a coupon and link it to a discount for members of your loyalty programme using a QR code generator. Ask your loyalty programme participants to scan the code using your company’s mobile application inside your store to earn an immediate discount.
Numerous alternative possibilities exist for businesses to employ QR codes. The code can be connected to your website’s loyalty programme page. Customers that are shopping in-store will be able to scan the code, go online, and sign up for your reward programme right away. As a result, customer engagement and experience are enhanced.
Actionable Proximity Marketing
The use of proximity marketing has significantly increased over time. Every industry, from retail to tourism, has found methods to use proximity marketing to increase client engagement and propel corporate expansion.
Let’s examine two prevalent instances of proximity marketing.
Carrefour
An international retailer with more than 7,000 locations, Carrefour. In 28 of their establishments in Romania, they put beacons. Those who possessed the Carrefour mobile app received welcome messages, product recommendations, and mobile vouchers when they arrived. Carrefour is now able to offer a seamless client experience, and their app engagement increased by 400% as a result.
Final Reflections
Launching a reward programme is one step in retaining customers and fostering enduring brand loyalty. However, you must make sure that your consumers continue to be active in your loyalty programme. Beacons, QR codes, and other location-based marketing tools can be strategically used to promote your loyalty programme and improve the consumer experience.
Please feel free to schedule a demo or invite us to your RFP if you’d want to learn more about the vast capabilities of 21st-century loyalty programmes or how Antavo’s powerful, API-driven technology may help you meet your KPIs.