Is geolocation your untapped supply for growing buyer engagement?
For Fetch Rewards, geolocation opened up a number of potentialities for enhancing the shopper journey and driving buyer retention charges. The firm makes it simple for shoppers to get monetary savings and get rewards from their grocery purchases. Users merely scan their grocery receipt within the Fetch Rewards app, earn factors, and get rewards—akin to reward playing cards—for his or her purchases.
Fetch Rewards CMO Birk Cooper joined Iterable for a webinar to present how the corporate selected geolocation as an efficient advertising and marketing technique and used it to drive progress. Here are only a few of the perfect takeaways from Birk’s insightful presentation.
Is Geo-Targeting Right for You and Your Customers?
It’s a easy query, however asking your self how geolocation would profit you and your prospects units you on the appropriate path.
Geolocation gives an immense quantity of behavioral information that may be very important to personalization. For some companies, the power to understand how usually a client frequents one among their areas between purchases can provoke a wholly new marketing campaign or workflow path.
For others, that is much less impactful. If your organization’s success just isn’t reliant on the patron’s bodily presence at a location, then maybe geolocation isn’t wanted.
On the flip facet, contemplate the shoppers’ expertise together with your model. If you had been to ship out messaging that takes benefit of geolocation information, would the shopper profit?
As Birk factors out, prospects within the CVS retailer and utilizing the CVS app obtain alerts to reductions they might have missed in a special aisle. If the shopper doesn’t see worth in sharing their info with you, they’re much less probably to opt-in to sharing their location with you.
Geolocation Strategies for Success
Fetch Rewards seemed to geolocation as a extra personalised method to immediate customers to scan their grocery receipts.
Within just a few weeks of making the most of Iterable’s partnership with Foursquare, the corporate observed a number of alternatives to optimize the utilization of their geolocation information.
- Get Opt-Ins: For geolocation to achieve success (and authorized), the consumer has to opt-in to sharing their info with you. For Fetch Rewards,41% of customers opt-in to share their info with the corporate. In order to get a excessive opt-in fee, you have got to convey the value-add of opting in with clear and clear messaging. Make certain the consumer is well-informed as to how sharing this info with you’ll profit them. A/B check the messaging of your in-app or push notifications to see what works and what doesn’t.
- Hyper-Specific Value: Using geolocation information, Fetch Rewards arrange reminders for customers to scan their receipts and have interaction with the app. Thanks to Foursquare’s large attain of companies throughout the U.S., Fetch Rewards doesn’t have to fear about lacking areas. The firm is ready to have interaction with customers at many of the areas inside their financial savings applications, making certain customers don’t miss alternatives to save. Data accuracy and reporting retains the method organized and on observe for conversion. In their advertising and marketing campaigns utilizing Iterable’s Workflow Studio, Fetch Rewards can use this information to confirm that each touchpoint offers prospects related, hyper-specific messaging and worth.
- Convert the Users: If steps 1 and a couple of are working properly, conversion turns into that a lot simpler. For Fetch Rewards which means a receipt is being scanned. The firm used variant testing on messaging and timing to discover the perfect system for changing customers and getting them to scan. Fetch Rewards despatched messages when customers entered shops, left shops, or arrived house to check engagement. Once customers are sharing their information and see your worth, the method turns into frequent sense advertising and marketing find the perfect message on the proper time. Trust the info to lead you in the appropriate course.
When these items are a well-oiled machine, the outcomes converse for themselves. Fetch Rewards noticed customers within the opt-in stream activating (going from enroll to scanning a receipt) 7% extra usually than these not within the geolocation stream. Further, the corporate noticed a 6% enhance in retention of consumers scanning receipts into the second month.
Look Beyond the Primary Use Case
Fetch Rewards’ major use case for geolocation is reminding customers to scan their receipts. Every firm could have a major use case, as will your small business, however this doesn’t have to be the tip of geo-targeting in your advertising and marketing efforts.
Look past the first use case for brand new, thrilling alternatives to make the most of the inflow of information coming from geolocation. Whether it’s highlighting particular provides, selling product enhancements, or sending geographic-specific reductions, the probabilities are expansive.
Birk supplied a phrase of warning, nevertheless.
Do not let these secondary use circumstances happen on the detriment of your major use case. If you discover engagement of your major use case is dipping, reduce on the secondary makes use of to let your major shine. Much like some other advertising and marketing channel, it’s nonetheless potential to overdo it and drown out your individual messaging.
The Future of Geolocation
With a lot potential as we speak, the pure query is: what does the way forward for geolocation appear to be? Birk recommends we intently research the evolution of cell expertise and all that we at the moment are able to on our cell units. In specific, mobile digital payment is rising yearly, together with digital retail experiences.
For occasion, this behavioral information is essential to bank card corporations in understanding spending conduct to enhance fraud protection and transaction alerts. By matching the cardboard’s location to that of the consumer’s cell phone, it’s simpler to precisely establish transactions as fraudulent.
Geolocation may additionally start piggybacking on one other growing development: voice. As Amazon continues constructing its expertise and accomplice ecosystem, it’s not exterior the realm of potentialities, in the future, to use Alexa in your automobile to discover close by retail areas, store by way of your voice, and request objects for supply.
Fetch Rewards discovered a precious match for geolocation of their enterprise mannequin. By following Birk’s recommendation of asking the appropriate questions of your organization and specializing in key milestones and finest practices, you can also reap the benefits of geolocation in your advertising and marketing campaigns.
Sign up to get the video-on-demand of Birk’s presentation right here and register for Activate 19 to study extra about how Iterable and Foursquare can assist you employ geolocation for higher personalization of your advertising and marketing campaigns.