BS4 Retail

Retail and Geolocation

2021 May 17

How to create a data driven strategy consistent with the brand in a complex and moving context. Geocalization consists of the geographical location for marketing activities, that is the set of techniques and methodologies for tracking, storing, analyzing and using data on users' movement in order to support strategic and decision-making marketing actions. These data have a growing interest linked on the one hand to the constant increase in the technological capabilities of tracking and analyzing information, on the other hand to changes in the consumer purchase path.

We now spend a lot of time collecting information via our mobile devices, from searching for information to comparing products and prices online, despite the shopping experience in the physical store still remains very important, especially on some product categories such as, for example, the world of durable goods. It is therefore interesting the contamination between the digital world in the collection of information, and the visit to the store for the experiential and finalization part of the purchase that leads to the growing attention of marketing in defining drive-to-store strategies: bringing traffic to the point of sale starting from geo-targeted campaigns through digital channels.

The geolocation methodologies are divided into Geoproximity and Geobehavioral strategies. Geoproximity consists in addressing the message through mobile devices to people who are near a store, or in a specific geographical area, with the possibility of adding other attributes of interest and socio-demo to the targeting-mix, capturing the right time to deliver the message. Geobehavioral, on the other hand, concerns the collection, categorization and analysis of information regarding the movement of audiences to which an advertisement is sent, or aimed at strategic marketing actions.