How To Accelerate Sales For Your Physical Store?

When you try to create an audience, there's nothing more powerful than knowing who is already curious about your product or service. And while pixeling your website visitors may be a really good way to trace your online fans, there's an entire other segment of your potential customers you'll be missing out on.

The ones in the real world.

We talk tons about the boom in online spending. But in 2019, 90% of retail purchases were still being made in-person in physical stores. And for context, that’s 90% of $6 trillion in retail spending. So by ignoring all of these “real world” buyers, you're missing out on an enormous market share.

But clearly, nobody goes to face outside relevant stores counting the people that enter and out. That’s archaic, and creepy. We let technology look out for us. The most effective thanks to reach those people is by using geofencing marketing.

To break down why this strategy is so valuable, we talked to Dan Dillon, VP of selling at Reveal Mobile, a corporation that focuses on results-driven geofencing marketing. He gave us a breakdown of what geofencing marketing is and the way you'll enjoy it, albeit you're a web business. And that we are sharing his insights with you here today.

What is Geofencing Marketing?

Geofencing may sound sort of a high-tech, overly complicated replacement to putting together audiences online, but it’s actually very straightforward (and it can offer you unique insights that Facebook may leave out).

Here’s how it works. Marketers draw a digital perimeter round the buildings of a brick-and-mortar business like Starbucks, Chick-fil-A, Gap—it might be anywhere . Even Walmart parking lots. Then, whenever someone crosses the “fence,” they become a part of a privacy-compliant audience you're ready to target with ads wherever you advertise.

It’s important to recollect that this is often different from geotargeting, which sends people targeted ads supporting their current location. This is not messaging people in the future . This can be messaging people that are during a specific store in order that you'll get them to require a desired action (we will cover a number of those later).

How is Geofencing Marketing Better Than Traditional Ad Targeting?

The biggest difference is intent. By targeting people that have already shown interest by visiting a retail location, you recognize that these are high intent buyers, and are already warmed up to the acquisition . They don’t need nearly the maximum amount convincing as a chilly audience.

On top of that, you recognize that they need enough interest to truly go somewhere face to face instead of just browsing online. This comes back to having an audience that's high intent.

And once you target a high intent, highly-qualified audience, you're far more likely to urge better ROI and better conversion rates.

In fact, Dan’s company did a study on how location-based audiences perform. Location-based audiences take action on ads at a mean of 7.5 percent. By comparison, the typical CTR for Facebook ads is around one-hundredth . Improving your success rate 750% may be a clear win.

The other advantage of geofencing marketing is that certain tools allow you to reminisce at historical data, supplying you with access to audiences who visited locations within the past. This could be super useful this year especially , when there are fewer safe ways to buy in stores. If you look around the shopping data of 2019, you'll get an honest idea of who is shopping where. If someone liked to travel to boutique clothes shops a year ago, likelihood is that good that they still like those sorts of products. Same idea for the vacations . Shoppers visit certain stores for Christmas, Valentine’s Day, Mother’s Day, and every one the remainder , so you'll get high-intent audiences for any quite campaign. More thereon later within the post.

You also aren’t limited in location. For physical stores, you'll want to focus on people close enough to you to go to regularly. Except for anyone with a web presence, the power to ascertain the shopping habits of anyone, anywhere, is unprecedented. you'll also geofence your own brick-and-mortar stores then advertise to those audiences, promoting your ecommerce store.

And while you won’t have any purchase data on these audiences, you'll be ready to see when people return to a store, and the way frequently. Which means your leads are qualifying themselves. And supplying you with far more insights on their habits.

What are you able to Do together with your Geofence Targeted List?

Once you've got your location-based audience, you then get to use them such as you would the other lead list. But you aren’t limited to only using them within one single platform. you'll take them to Facebook, Instagram, or anywhere that you simply run ads.

And if you've got a physical store you're geofencing, you'll know who saw your ad then came back to the shop . Not only is that the kind of precise attribution hugely valuable, this may assist you test which ads are simpler , then use those with a broader audience.

You can also take your geotargeted list and build a lookalike audience from it, targeting people who have similar online behaviors to those together with your ideal in-person shopping behaviors. this is often an excellent thanks to expand your audience, particularly in times when in-person shopping numbers could also be artificially low.

And not only does this assist you know who you ought to be targeting, but this helps you recognize who you shouldn’t waste some time and money on.

Let’s say you're a web home goods retailer. you've got an inventory of individuals who have gone to furniture stores recently. And while you don’t know if they need actually purchased furniture, you recognize they're within the market and should have already bought something. So it might probably be within the interest of your ad cost to not heavily target those people.

But geofencing allows you to get creative. you'll geofence U-Haul rental truck locations, creating an audience of individuals who are moving and certain in-market for brand spanking new furniture. However you would like to seek out your best audience, geofencing will assist you get there.

Tips for the vacations

There is never a more important time to form sure that your ad targeting is true than before the vacation season. Remember that $6 trillion in retail spending? An estimated $1 trillion of that was spent over the vacations . Holiday spending has been growing per annum , and it's only expected to continue.

So here are a couple of tips for a way you'll use geo-fencing to your best advantage this season .

Narrow your search parameters—by making a very specific geofence, you create sure that the foremost qualified shoppers are those seeing your ads. If you sell a high-end sports massager, you don’t want to only target people getting to a sports equipment store. you would like to focus on people that regularly visit specialty running and cycling stores. this may make your advertising cheaper and simpler .

Target other members of the household—once you've got data on the shopping habits of your audience , send ads not only to them, but to the opposite members of their households. confirm to border your ads around gift giving, and you’ll make certain to form some conversions.

Go back to last year’s shoppers—instead of only that specialize in recent store visitors, extend your timing parameters to last year’s season . you'll get more people that were buying gifts for his or her friends and family, but who might not are to the shop for themselves recently.

Wrap Up

The ability to trace in-person consumer shopping behavior also as online behavior has huge implications for the success of your marketing.

And it's going to just be the simplest next step for your business if you would like to urge better quality leads. So while you’re building out your marketing strategy, especially if it’s for the rapidly approaching season , confirm you’re considering geofencing marketing as a possible option.

Interested?

Designate has consistently increased conversion rates for its clients by engaging the most sophisticated metrics and tools to acquire, engage, and convert target audiences across domains. Get in touch to know how we can boost your ROIs.