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personal details if it means that they will be targeted with relevant offers. In the United States, more than 60% of consumers allow their location to be tracked on the RetailMeNot digital offer app (RetailMeNot, Inc, is a parent company of
VoucherCodes.co.uk). However, retailers must remember that for consumers, mobile devices still feel extremely personal; these are the devices we carry around at all times and use to contact our nearest and dearest. Tere is a fine line to tread here between providing targeted and relevant offers, and not becoming too intrusive. Tis is extremely important in the case
of push notifications. Tey are a powerful tool for retailers who want to draw nearby customers into stores, as an alert sent to a handheld device could be just the ticket to entice a shopper to complete the purchase journey. Notifications can be turned off just as easily as they can be turned on, and developers should provide
app users that choice. Terefore retailers must avoid sending too many notifications. Additionally, sending more personalised and relevant offers to consumers will ensure that they are switching on the customer’s interest, as opposed to turning them off the brand. Providing customers with the
opportunity to opt in to location based targeting and giving them the power to decide on preferences will ensure that retailers stay within the selected parameters of providing a personal service. For example, retailers should offer customers the power to decide how many offers they want to see and how often they are willing to receive these offers. It may be that a customer only wants to receive offers at weekends due to their busy schedule, and has no interest in receiving discounts which only take effect Monday – Friday. Tis knowledge can help retailers build a personal relationship with the customer by
providing them with the information they want, at the time they want it, to the device of their choice. Te value of mobile is the new
frontier for commerce, and location- based targeting has the potential to boost sales from mobile across all channels. Modern devices that support a consumer’s preference between privacy and personalisation, and the availability of now truly valuable data insights mean that we have access to precise information that can lead to a better offer for customers. Harnessed correctly by retailers to deliver carefully considered offers to the correct channels, this form of targeting has the potential to bolster the booming ecommerce industry and catalyse the growth of bricks-and-mortar retail sales. What’s more, by ensuring these offers are relevant to specific locations and devices, retailers can evolve their customer relationship and strengthen their brand.
Direct Commerce |
www.directcommercemagazine.com
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