Report: Location data helping drive customer conversion

Nearly half of today’s retailers are using location-based insights for real-time contextual targeting and enjoying a bigger lift in traffic, customer conversion and digital initiatives.

Those are the findings of a new report from Blis and WBR Insights that polled more than 100 retail leaders on how retailers are using location strategies.

Retailers are leveraging location-data assets via four ways: re-targeting strategies, marketing automation, the use of geofencing and beacon technology and consumer targeting, according to a press release.

“Because of location-based data, we have been able to re-allocate marketing dollars to locations based on traffic. Now, we can pinpoint exactly when a member is near one of our locations and deliver timely content/offers,” Blis client Greg Lawville, AAA’s director of marketing strategy and advertising through agency 160over90, said in the release.

A majority of retailers, 71 percent, are using location data for location-based advertising and 63 percent are using it for email and notification.

“[It’s] critical to have customer data from partners at the right time to be able to make the best use of the digital tools and location-based systems we have implemented,” said Kelley Coleman, director, ecommerce operations at Columbia Sportswear Company. “With well-established partnerships with third-party data providers, we get reliable data at the right time. It gives us an upper hand in targeting customers with the right offers.”

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