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Appadia Proximity Marketing Solution for Tourism

Tourism Apps for the Connected Traveler

Read time: 2 minutes

70% of all travelers have done travel research on their smartphone (Source). It’s time to consider a tourism app built for the Connected Traveler that will simplify the visitor’s planning process and optimize their stay in your city. Due to a TripAdvisor study, the term “Connected Traveler” was born.

Common Demographics:

  • Lives in US (48%)
  • Millennials (32%)
  • Families (20%)
  • No children (19%)
  • Male (51%)

By definition, the Connected Traveler has used a smartphone to plan and book accommodations and activities before going on vacation. They’re more likely than the average traveler to use their smartphone for travel research while in their destination.

 44% use their smartphone while on vacation to organize their trip more efficiently.

As a result, this will lead to increased visitor spending and planning longer trips. Also with proximity marketing as an app feature, you can improve branding, visibility, and cost-efficient marketing. This will benefit both your destination marketing organization and local businesses.

The Connected Traveler vs. All Travelers

The Connected Traveler may be the early adopter of your tourism app, but other travelers also make significant use of their phones for trip research. The table below compares the Connected Traveler using their smartphone on vacation with all travelers.

Smartphone Use

The Connected Traveler All Travelers

Look for accommodation

50%

36%

Look for restaurants 72%

56%

Look for things to do 67%

51%

Get directions/use maps 81%

67%

Integrating Proximity Marketing

With a tourism app, it’s best to include information about accommodation, shops and restaurants, activities, and wayfinding. There is a possibility to integrate proximity marketing into each one of these. Some examples are:

Appadia Proximity Marketing Tourism App

  • Accommodation: welcome messages and exclusive offers
  • Shops and restaurants: deals and promotions
  • Activities: event times and nearby attractions
  • Wayfinding: city culture and safety tips

No matter what, there’s always a way to send the right message to the right person at the right time using the Appadia proximity marketing platform.

Appadia Proximity Marketing Platform

For a proposal, please email Marissa Wehrer, Manager of Strategic Partnerships, at marissa@appadia.com.

Appadia Mobile Native Apps

5 Signs Retail Should Invest in Proximity Marketing

Read time: 3 minutes

All retailers should be implementing personalization with customers, and proximity advertising is making this easier than ever in retail. Proximity marketing tools have become accessible and affordable over the past few years, even for brick and mortar stores. No matter how big or small your company, this is why and how you should invest in proximity marketing.

Your app has been unsuccessful

Customers are only downloading apps that provide them with new benefits. The experience on the app must be unique to shopping online. An app is still essential to a proximity marketing campaign as a a tool to enhance customer experience through personalization.

In store beacon technology integrated with the app allows you to:Appadia Mobile Native Apps

  • personalize the customer shopping journey
  • send promotions based on shopping preferences
  • send promotions at the right time
  • convert footfall to sales
  • capture customer data

With added value for the customer, the app will receive more downloads.

You’re lagging behind on data collection

Most companies are playing catch up on data collection to compete with retail giants like Macy’s and Amazon. Pairing in store beacon technology with your app, you can operate your proximity marketing campaigns more efficiently.

Pairing in store beacon technology with your app, you can operate your proximity marketing campaigns more efficiently.

Beacons allow accurate targeting, while also collecting infinite amounts of data for marketing and operational use. Some examples of data collection include:

  • The customer’s preferred path
  • Frequency of visits
  • Time spent in stores

For operational use, beacons can improve in-store performance in real time. Pushing notifications to app users, stores can increase footfall with limited-time proximity promotion.

Example: If you’re sales are unexpectedly low because it’s raining, you can send a coupon for umbrellas into the hands of app users.

Your competitors have already implemented proximity marketing

Some big players implemented beacon technology such as Macy’s, Nordstrom, Lord & Taylor, and Neiman Marcus.

Retailers must revamp their in-store marketing strategy to remain relevant and compete with e-commerce. Technology is reshaping the way we shop, but customers are still buying convenience until the in-store shopping experience becomes worthwhile.

In 2018, retailers are expected to increase their spending on proximity and location-based marketing by 7.3% over the amount they spent the year prior. This was the highest percentage among all technologies including AI, RFID, big data, and more (Source: eMarketer’s “Retailers Place Technology Bets for 2018”).

Your customers bring smartphones to shop

Most people have smartphones and are using them during their shopping journey. Here’s a breakdown of how shoppers use their smartphones while shopping in 2017 (Source):

  • (58%) Research products or product info
  • (54%) Price check and comparisons
  • (40%) Access or download digital copies
  • (33%) Access specific retailer mobile app
  • (22%) QR codes

When shopping, customers seek knowledge of products and a way to get the best price. Proximity marketing can satisfy those customer pain points by sending relevant push notifications on specific categories of interest.

Read “How to Solve the 3 Biggest Problems with Customer Experience” here!

According to a 2016 survey, U.S. shoppers are also becoming more comfortable with opting into in-store tracking and push notifications for these reasons (Source):

  • (61%) Discount/coupons
  • (47%) Loyalty rewards
  • (34%) Faster checkout
  • (11%) New product notifications
  • (11%) Personalized recommendations
  • (30%) Nothing: I will never opt into in-store tracking

Your proximity marketing campaign should include discounts and a rewards program; however, not all benefits have to be promotions.

Example: The app can prompt you to confirm your usual coffee order when you pass a coffee shop. The coffee shop already knows what you want and how you pay.

The Appadia Proximity Marketing Solution

  • Full proximity marketing campaign solution
  • Content management on a user-friendly dashboard
  • Subscription-based solution with no commitment

Request a demo here!

Appadia - Enhance Customer Experience

How to Solve the 3 Biggest Problems with Customer Experience

Read time: 3 minutes

The saturated retail industry provides customers endless options when shopping around. Retailers have to step up their game and provide a seamless in-store customer experience to convince people to shop in-store instead of online.

These three problems discourage customers from leaving their couches to visit retail stores: dysfunctional technology meant to deliver exceptional in-store experience, negative or minimal interaction with sales associates, and lack of a personalized experience.

Dysfunctional technology meant to deliver exceptional in-store experience

It isn’t uncommon for technology to fail to deliver expected results. Often times, companies bandwagon onto the latest tech hype too fast. Before investing, you should analyze whether a technology is essential for company growth.

For example, a recent trend in the retail industry benefiting brands are apps. The trend has been around long enough to show positive results while also becoming more accessible and prevalent. Still, creating an app is no easy feat. It can be timely and costly to find the right developers at the right price, and not all developers are created equally.

26% of UK smartphone users would think less of a retailer if its app was poorly designed.” (Apadmi)

According to Apadmi’s Retail App Report71% of UK smartphone users “think there is a gap in the market for more improved retail apps,” citing numerous reasons such as slow speed and poor functionality. These customer complaints stood out the most:

  • (34%) apps don’t provide enough offers or a loyalty scheme
  • (27%) apps could offer better information and advice
  • (44%) apps could be better tailored to my needs

Customers want a tailored app experience benefiting them. The key is to giving app users control of the content they receive and keeping the app relevant for the target audience.

Learn how you can add a relevant and consistently updated app to your marketing strategy.

Negative/minimal interaction with sales associates

Negative: Customers only share their “kind of” bad and exceptionally good experiences online. Negative word of mouth is far more powerful and prevalent than positive word of mouth. So now, retailers are going above and beyond for customers, even those in the wrong.

Remember: The customer has the buying power when the market is saturated. 

Minimal: A customer may only interact with a sales associate at the checkout counter– which is no way to drive sales and customer loyalty.

The new trend is to mix technology with some human interaction. Customers expect a friendly greeting when entering a store and help only when they want it. Using proximity advertising such as Appadia, retailers can push out “surprise and delight” notifications to push sales and nurture customer loyalty.

Examples:

  • A jewelry store sends a notification to grab a free glass of champagne while shopping around their store.
  • A fast food joint can send a free drink coupon to those who didn’t make a purchase while briefly located in the food court.
  • An electronics store can send a 10% off coupon after a customer has been shopping around for 10 minutes to keep them interested.

The possibilities are endless, and these tailored notifications will build brand loyalty with customers who feel special for exclusively receiving a coupon.

Lack of a personalized experience

According to the eMarketer report “Personalization in Retail,” consumer opinions of personalization and revenue data conflict.

Most consumers are skeptical that personalization makes a difference. 15.6% of consumers say they are less likely to buy because of personalization. Consumers believe this due to privacy concerns.

However, data shows that companies who implemented personalization have seen a lift in revenue– many as much as 10% and up. Only 11% reported no lift.

Consumers may not be aware that personalization benefits them; however, retailers still miss out on sales by not personalizing the customer experience.

“The goal of personalization is to put the right products, offers and experiences in front of the right person at the right time.” (eMarketer)

Technology must be implemented into the in-store sales process. Phil Granof, CMO of shopping platform NewStore, believes that mobile devices have the ability to satisfy these needs in the moment.

The Appadia Proximity Marketing Solution

  • Full proximity marketing campaign solution
  • Content management on a user-friendly dashboard
  • Subscription-based solution with no commitment

Request a demo here!

Bluetooth pushes notifications to the app user.

3 Benefits from Pairing Beacons and a Proximity Advertising App

Read time: 2 minutes

Appadia Mobile App

Before Bluetooth technology, proximity advertising has been in the form of QR codes and promotion signs. Now stores are seeing more conversions pairing Bluetooth beacons with a mobile app.

There are 3 major benefits from pairing beacons with an app that uses proximity advertisements:

  • Implementing multi-channel marketing
  • Enhancing customer experience
  • Tracking customer and store data

“The proximity marketing market is expected to be worth USD 52.46 billion by 2022 at a CAGR of 29.8% between 2016 and 2022.” (Source)

Implementing Multi-channel Marketing

Today, mobile apps are on the list of marketing channels for many businesses– small to corporate. This is largely due to the increase of smartphones worldwide and the time spent in mobile apps.

Customers want one thing: convenience.

Example: Customers scroll through promotions in the app before heading out to shop. Then, they save the deals they plan on using.

To benefit from Bluetooth beacons, you must pair them with an app to transmit data. Since beacons pinpoint the location of the app user, promotion notifications are very accurate and effective.

“40% of smartphone users said they would download the app if it provided offers on products they purchase.” (Source)

Communicating through a branded app improves customer loyalty. To maintain loyal customers, you must provide exclusive content. And by pairing beacons with your app, promotions reach the right customers at the right time with the right message, thus increasing sales conversions.

Enhancing Customer Experience

You can enhance customer experience and personalization by allowing the customer to choose the messages they receive through notification preferneces. Notification preferences can cover any number of topics such as women’s clothing, coffee, or electronics.

When passing a beacon, relevant notifications are sent to the app user’s smartphone such as:

  • Deals and promotions
  • News and events
  • Safety alerts

“67% of consumers said that if an app sent them messages and deals they would want them to be personalised to their preferences.” (Source)

Shopping centers are finding more experiential ways to attract customers by adding pop-ups, spas, gyms, apartments, etc. Soon, customers will enter a shopping center with no intentions of buying anything. However, proximity marketing will guide these customers into stores with tailored promotions.

Tracking Customer and Store Data

Beacons alone only collect location information, but the data becomes immense when paired with an app.

When is this relevant?

  • Personalizing customer experience
  • Optimizing proximity marketing campaigns

Example: If the app user logs into the app with social media, the data collected may include name, birthday, email, demographics, and more. With this info, you can personalize the in-app experience for the customer.

Read more about collecting data here!

Appadia Proximity Advertising Platform + App

  • Full proximity marketing campaign solution
  • Content management on a user-friendly dashboard
  • Subscription-based solution with no commitment

Request a demo here!