Location data is indispensable for retailers

Xad, the technology provider for location-based marketing, lists five reasons why stationary retailers should rely on location data.1. address according to actual behaviorTiming is crucial in order to address the right user at the right time. Location data makes it possible for marketers and retailers to recognize how the customer is actually behaving. For example, whether they are in front of or already in the store. This is extremely important for finding the right moment. Measures for addressing the target group are therefore based on information available in real time, not on speculation as with targeting options based on surveys or socio-demographic data.2. address target groups more preciselyIf retailers know where a smartphone is located, they can present targeted advertising messages on this device. For example, by sending customers offers or discounts when they are in the immediate vicinity. Customers can thus be directed to their own store, which leads to higher sales. It also allows retailers to differentiate themselves from the competition.3. recognize customer affinitiesBased on actual customer behavior, an affinity for certain retail brands can also be determined. The location data obtained shows which stores certain smartphones are most frequently found in front of and which devices spend longer periods of time in the store. This allows fashion brands to target customers who visit such stores via mobile devices, as it can be assumed that they tend to store for similar brands and stores in the same price segment.4. carry out a more precise measurement of successThe use of location data also makes it possible to measure success more precisely, as it is possible to track which smartphones were actually in the store after a mobile ad was displayed. This allows (future) measures to be optimized and better planned.5. observe the competitionLocation data can also be used to monitor the competition. Among other things, it shows where the most walk-in customers are and how many store visitors the competitor has in the neighborhood. This information can be used, for example, to understand why your own store is not generating the desired turnover.