A new article from MobileMarketer.com today explains that marketers are not taking full advantage of knowing the location of their customers when it comes to their mobile marketing stategy, but a few road blocks make that somewhat challenging:
“Today location has really been confined to outdoors,” said Tony Costa, senior analyst at Forrester Research, Cambridge, MA. “You’re only going to use it in locations where you get GPS signal, but the fact is that people spend 87-90 percent of their time indoors where GPS signals can’t be read, and that is a key problem,” he said.
“The vast majority of our activity cannot take advantage of this.”
For those who are using it, however, the data they're able to retrieve is allowing them to analyze incredible detail involving how their customers are making buying decisions:
One big-box retailer for instance found that 70 percent of the company’s traffic was concentrated in 30 percent of the store by using location data. Seventy percent of the store space was basically wasted.
For marketing, retailers are measuring the offer to sale ratio, to measure which consumers saw an offer, and who brought it into a store and later redeemed it.
Read more about these new findings at MobileMarketer.com!