Learn about best practices and the impact of having a location-strategy to build successful mobile campaigns that drive more value for your end-users and business.
Why Should I Use Location-Triggered Push?
Location is a great way to deliver mobile messages that drive engagement, taking into account where your user is so you can create a message with a strong call-to-action that incentivizes your users to act. This also helps boost usage and loyalty to reduce app abandonment.
According to a survey conducted by Localytics, 42% of smartphone users said they would use an app more if they were sent push notifications triggered by their current location. They found similar results when users were asked if that would influence their in-store purchase.
Keep in mind that a push enabled by a location-trigger is a real-time reaction to a user’s actual location. This type of communication stimulates a sense of urgency - whether that means opening the notification or viewing an offer or product.
Personalization is also key to your mobile messaging strategy and interplays well with location. Customers expect brands to deliver more personalized experiences tailored to their behaviors, preferences, and environment...and they’re willing to provide more data as a result.
How is Location Used?
Geofences are used for ranges over 50 meters and can be set up around cities, DMAs, specific stores, etc. For example, companies in the hospitality industry can send customers booking information as they enter a geofenced hotel for ease and accessibility: “Ready for your stay Tiffany? Here is your mobile key.”
Beacons are used for more specific messaging where proximity plays a major role - down to inches. For example, if you’re a retail store and you have beacons in the shoe department, you can send out a message to users dwelling near the shoe department: ”New boot collection just arrived. Come try them on!”
When Should I Use Location-Triggers?
Depending on your KPI’s and objectives, there are many different approaches and best practices for using location triggers when sending messages to your user-base, some of which include Promotions, Store Openings, Events, and Reminders.
Below is example messaging that can be used with geofences and/or beacons:
Promotions / Offers
- “We’re offering 15% off from 2-5PM. We’re right nearby!”
- “Dan, you’re nearby participating restaurants. Get 10% off your meal using your Chase card”
- “Get 25% off moisturizer with any makeup purchase”
- “It’s lunchtime! We’re offering a buy one get one free on all our tacos”
- “Swingby our new branch opening today on 5th and Main and meet the artist who designed the new look”
- “Hey Dan. We found a hot new restaurant that just opened near you!”
- “Hi Tom. Come by our booth at the festival. We have free food and drinks waiting for you”
- “We still have tickets for the game today. Come by the ticket booth before they sell out!”
- “Use your coupon for 30% off. It’s expiring soon”
- “Use your eGift at the store on Fairfax and 3rd”
- “You still have unspent store credit”
When it comes down to best practices, the more layered and targeted your messaging strategy is, the higher the propensity of engagement, and ultimately conversion. Some key factors to keep in mind: Personalize your messages, make them timely, make them actionable, and make them relevant.