Beacons are used for delivering very custom messages based on the needs of consumers. When it is aligned with data analytics tools and tactics, retailers can derive various metrics based insights as to consumer’s online and offline behavior with brands. It is hence not surprising to see that 70% of the top US retailers are exploring beacon driven marketing campaigns.
However, many retailers are still not sure about how to strategically define, measure and execute beacon based marketing campaigns. Following are the most crucial aspects of winning beacon driven marketing strategy. Let’s get started then!
Create a user friendly Mobile App:
Creating or utilizing your own retail mobile app for banging on the beacon driven marketing strategy is the obvious and smartest way, as you can reach to maximum target audience. But the important aspect is whether it is widely used and engaging enough to make your mobile beacon strategy a success? You need a highly engaging and an optimum amount of user base to gain understanding on how effectively your beacon campaigns are matching with customer’s expectations.
Data analytics is all about making sense of data. Beacons will be only useful if you have accurately analyzed your customer’s buying patterns, preferences, behavior based on various demographics to offer tailored messages to them. Further, the beacons are also going to add more insightful data to your data base which will be utilized by you in your next marketing campaigns.
Hence, defining metrics to derived focused results is very important. Identify what are the key outcomes you are targeting out of such campaign. Let’s say you want to increase grocery sales by 20%, increase footfall in food section by 18% and want 30% of overall revenue from mobile app in food and beverage category. Based on your such goals, you need to set metrics such as number of food products bought under food category via beacon driven coupon offers. Gather such data, analyze and measure them and implement those learning in your next campaigns.
Aligning your beacon strategy with rest of the marketing efforts:
We talked about the importance of data analytics while crafting beacon strategy, but the strategy can’t stand independently; you need to strategically integrate it with other marketing online and offline initiatives to deliver maximum value to customers.
Align you beacon solution is with your existing marketing strategies which may include e-commerce platform, POS system, Loyalty program, mobile CRM and other mobile strategies. Beacons can play instrumental role in removing integration incapability and connecting three major domains namely in-store – mobile and online effectively.
Run a Pilot:
It is always advisable to run a small scale trial and learn what’s working for you and what’s not. Running a pilot on 100-150 sample volunteers with specific demographics, will provide you early stage insights. Once you have collected substantial feedback from the sample volunteers, you can design, develop and deploy full blown strategy. Following are the key factors which you should consider while conducting a pilot.
The very first step is to determine the type of content that you would like to trigger. Take help of your product and business experts. If you want to attract customers through promotional offers, and coupons, then go for push notification content. Select Pull notification for sending informative content and video. Attach relevant link, and elements with the content to gain the loyalty of customers towards your offering.
Monitoring your customer engagement plays equally vital role. Rely on below mention metrics for data-driven decisions such as the mode of arrival, frequency of visit, date and timings of evaluation, purchase or any other interaction, duration of engagement and in-store stay etc.
The ultimate goal of running the pilot is to collect feedback from users. Learn their likings and dislikes of the beacon driven campaigns, how was their overall experience, what features or content they liked and what improvements they would like to see etc. Understand that the custom messages should only enhance the overall buying experience of the customer and should not work vise versa.Overall, the points mentioned in this blog must suit your retail strategy and have the potential to engage and convert customers into loyal.