https://urgentcomm.com/wp-content/themes/ucm_child/assets/images/logo/footer-new-logo.png
  • Home
  • News
  • Multimedia
    • Back
    • Multimedia
    • Video
    • Podcasts
    • Galleries
    • IWCE’s Video Showcase
    • Product Guides
  • Commentary
    • Back
    • Commentary
    • Urgent Matters
    • View From The Top
    • All Things IWCE
    • Legal Matters
  • Resources
    • Back
    • Resources
    • Webinars
    • White Papers
    • Reprints & Reuse
  • IWCE
    • Back
    • IWCE
    • Conference
    • Special Events
    • Exhibitor Listings
    • Premier Partners
    • Floor Plan
    • Exhibiting Information
    • Register for IWCE
  • About Us
    • Back
    • About Us
    • Contact Us
    • Advertise
    • Terms of Service
    • Privacy Statement
    • Cookie Policy
  • Related Sites
    • Back
    • American City & County
    • IWCE
    • Light Reading
    • IOT World Today
    • Mission Critical Technologies
    • TU-Auto
  • In the field
    • Back
    • In the field
    • Broadband Push-to-X
    • Internet of Things
    • Project 25
    • Public-Safety Broadband/FirstNet
    • Virtual/Augmented Reality
    • Land Mobile Radio
    • Long Term Evolution (LTE)
    • Applications
    • Drones/Robots
    • IoT/Smart X
    • Software
    • Subscriber Devices
    • Video
  • Call Center/Command
    • Back
    • Call Center/Command
    • Artificial Intelligence
    • NG911
    • Alerting Systems
    • Analytics
    • Dispatch/Call-taking
    • Incident Command/Situational Awareness
    • Tracking, Monitoring & Control
  • Network Tech
    • Back
    • Network Tech
    • Interoperability
    • LMR 100
    • LMR 200
    • Backhaul
    • Deployables
    • Power
    • Tower & Site
    • Wireless Networks
    • Coverage/Interference
    • Security
    • System Design
    • System Installation
    • System Operation
    • Test & Measurement
  • Operations
    • Back
    • Operations
    • Critical Infrastructure
    • Enterprise
    • Federal Government/Military
    • Public Safety
    • State & Local Government
    • Training
  • Regulations
    • Back
    • Regulations
    • Narrowbanding
    • T-Band
    • Rebanding
    • TV White Spaces
    • None
    • Funding
    • Policy
    • Regional Coordination
    • Standards
  • Organizations
    • Back
    • Organizations
    • AASHTO
    • APCO
    • DHS
    • DMR Association
    • ETA
    • EWA
    • FCC
    • IWCE
    • NASEMSO
    • NATE
    • NXDN Forum
    • NENA
    • NIST/PSCR
    • NPSTC
    • NTIA/FirstNet
    • P25 TIG
    • TETRA + CCA
    • UTC
Urgent Communications
  • NEWSLETTER
  • Home
  • News
  • Multimedia
    • Back
    • Video
    • Podcasts
    • Omdia Crit Comms Circle Podcast
    • Galleries
    • IWCE’s Video Showcase
    • Product Guides
  • Commentary
    • Back
    • All Things IWCE
    • Urgent Matters
    • View From The Top
    • Legal Matters
  • Resources
    • Back
    • Webinars
    • White Papers
    • Reprints & Reuse
    • UC eZines
    • Sponsored content
  • IWCE
    • Back
    • Conference
    • Why Attend
    • Exhibitor Listing
    • Floor Plan
    • Exhibiting Information
    • Join the Event Mailing List
  • About Us
    • Back
    • About Us
    • Contact Us
    • Advertise
    • Cookie Policy
    • Terms of Service
    • Privacy Statement
  • Related Sites
    • Back
    • American City & County
    • IWCE
    • Light Reading
    • IOT World Today
    • TU-Auto
  • newsletter
  • In the field
    • Back
    • Internet of Things
    • Broadband Push-to-X
    • Project 25
    • Public-Safety Broadband/FirstNet
    • Virtual/Augmented Reality
    • Land Mobile Radio
    • Long Term Evolution (LTE)
    • Applications
    • Drones/Robots
    • IoT/Smart X
    • Software
    • Subscriber Devices
    • Video
  • Call Center/Command
    • Back
    • Artificial Intelligence
    • NG911
    • Alerting Systems
    • Analytics
    • Dispatch/Call-taking
    • Incident Command/Situational Awareness
    • Tracking, Monitoring & Control
  • Network Tech
    • Back
    • Cybersecurity
    • Interoperability
    • LMR 100
    • LMR 200
    • Backhaul
    • Deployables
    • Power
    • Tower & Site
    • Wireless Networks
    • Coverage/Interference
    • Security
    • System Design
    • System Installation
    • System Operation
    • Test & Measurement
  • Operations
    • Back
    • Critical Infrastructure
    • Enterprise
    • Federal Government/Military
    • Public Safety
    • State & Local Government
    • Training
  • Regulations
    • Back
    • Narrowbanding
    • T-Band
    • Rebanding
    • TV White Spaces
    • None
    • Funding
    • Policy
    • Regional Coordination
    • Standards
  • Organizations
    • Back
    • AASHTO
    • APCO
    • DHS
    • DMR Association
    • ETA
    • EWA
    • FCC
    • IWCE
    • NASEMSO
    • NATE
    • NXDN Forum
    • NENA
    • NIST/PSCR
    • NPSTC
    • NTIA/FirstNet
    • P25 TIG
    • TETRA + CCA
    • UTC
acc.com

Call Center/Command


Reel them in

Reel them in

As location-based services technology continues to evolve, retailers are developing much deeper — and ultimately far more profitable — relationships with their customers.
  • Written by Urgent Communications Administrator
  • 1st September 2011

The use of location-based services (LBS) in mobile marketing has exploded. For a retailer, knowing when its best customers are nearby — and simultaneously being able to reach out and invite them into its stores with a message or promotional offer — might seem like the ultimate marketing dream come true.

And, when done right, it can be.

LBS technologies, in their simplest form, provide the ability to track someone’s exact location through his mobile device. There are several variations on the technology and the process, but in general, LBS allows retailers to “find” customers when they come near the stores and deliver a targeted sales message, usually in the form of a text message that most phones today, from a basic feature phone to the most advanced smartphone, can send and receive.

In general, customers engage retail LBS via a mobile application (app). Customers download the app and then access all of the data and benefits through the app’s interface. Early entrants into the retail LBS game, such as the social-networking site Foursquare, required customers to do all of the work — they needed to remember to open the app and proactively “check in” at one of the establishments listed in the system. Foursquare created a rewards program to recognize their most avid users; if you’ve heard anyone declare himself the “mayor” of a bar or restaurant, that’s what they’re talking about.

From a retailer perspective, the challenge with these early entrants was two-fold. First, because the burden of checking-in was on the customer, retailers were forced to sit back and wait for customers to alert them of their presence; only then could a retailer communicate with that customer. Moreover, the system was designed primarily to appeal to consumers, rather than to the retailers that want to reach them. Benefits largely are derived through finding one’s friends and discovering new establishments. The result is a breadth, rather than a depth, of experience. So for the retailer looking to build a deeper relationship with its best customers, FourSquare can miss the mark.

The second wave of LBS apps sought to address this shortcoming by making the check-in process automatic. When Shopkick launched its app, it immediately was embraced by the retail community for the simple reason that, as long as a customer had this app open, a retailer now could identify customers and deliver messages as they walked into the store. In this way, retailers could create their own reward programs and deliver them proactively to their best customers. They could even create additional rewards and incentives by having customers scan barcodes or engage the brand in other ways via the app once they were in the store.

The downside of Shopkick and its brethren is that such apps still required the customer, on some level, to initiate the engagement. Unless customers are willing to walk around with the Shopkick app open at all times, the retailer won’t be able to deliver a timely, targeted message to them.

Of course, the fundamental shortcoming off all app-based LBS solutions is that they require a smartphone capable of downloading and opening such apps. Remember that, according to the global market research firm The Nielsen Co., despite all the press that smartphones get, two-thirds of mobile phones in use today allow calls and text messages — but not much else.

As a result, a next wave of LBS technology, called LBS 2.0, is emerging. The goal of these solutions is to address all of the nagging issues of LBS: the prerequisite that the customer acts first, the reliance on smartphone hardware in order to function and the limited ability to really understand who is coming in to the store and what they’re doing.

For instance, an LBS 2.0 solution that integrates SMS and MMS geo-fencing and geo-location would enable a retailer to deliver a completely customized and targeted message to any customer who travels within a specified distance of the store or the location of a relevant event. This happens without any action on the customer’s part, other than opting in to the program at the outset. There is no app to download and open, no Internet connectivity or GPS required for the phone, and no geographic limitations. Now, retailers can deliver targeted LBS messaging to any phone, on any carrier, at any time.

Regardless of the direction a retailer chooses when starting an LBS campaign, the following best practices will help to clear the path to success.

Get permission. LBS messaging is governed by the same rules that apply to any SMS program. Any recipient must have clearly and specifically opted in to receive the messages and there must be a way for them to opt out on every outbound message. Using a “double opt-in” procedure is recommended, as it is above any legal reproach. But consult your mobile partner to make sure that you are covered.

Reward desired behaviors. There are a wide variety of emotional drivers for customers exhibiting LBS/check-in behavior, including (but certainly not limited to) receiving discounts, being welcomed as a valued customer, connecting with friends in the store, sharing their experience and discovering new things. Think about your own marketing goals and design a program that drives the behaviors you want to see.

Make it worth their while. Once you know what you want out of your program, take a close look at your offers and make sure that they reinforce your goals and will be seen by your customers as having real value. If you’re trying to bring someone into the store, it is essential to create a sense of urgency and immediacy in your offer.

Remember that this is a conversation. Your best customers have agreed to let you say “hi” whenever they walk past. That’s a pretty amazing thing. Respect it — but also take advantage of it. Ask questions, share shopping tips, find ways to engage them even after they’ve left the area. The beautiful thing about SMS is that, once you’ve started the conversation, you can continue it regardless of where your customer goes. So make sure that your experience satisfies them. And if it didn’t, make sure that you fix it — and be sure to let them know that you did so.

Leverage social networks. Because this is a conversation, your LBS efforts need to integrate quickly and effortlessly with your Facebook, Twitter and other social -media programs. Let your customers speak for you: Follow an in-store visit with a Facebook thank-you. Allow them to share their experience in your store on your Twitter feed. One visit can easily generate up to a half-dozen subsequent messages and interactions.

Start gently. Even if someone asks for your messages, understand that the first time he walks by your store and receives a message from you may freak him out a little. So remind them that they requested this and, more importantly, make them feel welcome. Also make sure that you reward them for their loyalty. No one minds the presence of Big Brother if he’s truly here to help.

In the crowded marketing communications environment, brand-loyal customers are looking for companies to cut through the clutter and communicate in a targeted manner. Studies have shown repeatedly that LBS programs are one of the most effective ways to do this. Start small, build a loyal and appreciative base, and soon you’ll see increased floor traffic, higher sales and an ROI for the program that will outshine virtually everything else you are doing.

Jesse Crowe is CEO of VMBC, an Irvine, Calif.–based voice and mobile business-solutions provider.

Related Stories

  • Location-based services spark treasure hunt

Tags: Call Center/Command

Most Recent


  • Public-safety coalition renews efforts to secure federal NG911 funding
    A coalition of public-safety associations today reiterated its support for federal legislation that would provide the funding needed to pay for 911 centers to migrate from legacy technologies to an IP-based next-generation 911 (NG911) platform that is designed to support multimedia communications, as well as traditional voice calls. Representatives of the Public Safety Next Generation […]
  • Reel them in
    Newscan: Cyberattacks on DoE national labs draw lawmaker scrutiny
    Web Roundup Items from other news organizations Cyberattacks on DoE national labs draw lawmaker scrutiny Blinken postpones trip to Beijing after Chinese spy balloon spotted over U.S., officials say To protect satellites, secure your networks, chief of space ops says Ransomware offlines Arizona’s largest school district Mending the fabric: FCC says to file broadband-location challenges […]
  • The shine begins to wear off 5G private wireless
    Verizon had high hopes for private wireless networking. The company had predicted that by now it would be well on its way to making billions of dollars from the sale of custom 4G and 5G networks dedicated exclusively to its enterprise customers. Indeed, during 2021 Verizon execs pegged the total addressable market for private wireless at around […]
  • Phishers trick Microsoft into granting them 'verified' Cloud Partner status
    Late last year, a group of threat actors managed to obtain “verified publisher” status through the Microsoft Cloud Partner Program (MCPP). This allowed them to surpass levels of brand impersonation ordinarily seen in phishing campaigns, as they distributed malicious applications bolstered by a verified blue badge only ever given to trusted vendors and service providers in […]

Leave a comment Cancel reply

To leave a comment login with your Urgent Comms account:

Log in with your Urgent Comms account

Or alternatively provide your name, email address below:

Your email address will not be published. Required fields are marked *

Related Content

  • L3Harris unveils P25-LTE device that is designed to meet stringent new fire standard
  • Open-source tools for the IoT ecosystem
  • New Orleans-area 911 center inks multiyear APEX deal with Carbyne to replace call-handling system
  • Reel them in
    Newscan: Feds recover millions from pipeline ransom hackers, hint at U.S. Internet tactic

Commentary


How 5G is making cities safer, smarter, and more efficient

26th January 2023

3GPP moves Release 18 freeze date to March 2024

18th January 2023

Do smart cities make safer cities?

  • 1
6th January 2023
view all

Events


UC Ezines


IWCE 2019 Wrap Up

13th May 2019
view all

Twitter


UrgentComm

Public-safety coalition renews efforts to secure federal NG911 funding dlvr.it/ShwGfn

4th February 2023
UrgentComm

Newscan: Cyberattacks on DoE national labs draw lawmaker scrutiny dlvr.it/Shvpw3

3rd February 2023
UrgentComm

The shine begins to wear off 5G private wireless dlvr.it/Shth0P

3rd February 2023
UrgentComm

Phishers trick Microsoft into granting them ‘verified’ Cloud Partner status dlvr.it/Shqngn

2nd February 2023
UrgentComm

Shapeshifting robot can morph from a liquid to a solid dlvr.it/Shqk9K

2nd February 2023
UrgentComm

Automakers against stampede to BEV dominance dlvr.it/ShpX08

2nd February 2023
UrgentComm

FCC nominee Gigi Sohn headed for third Senate hearing dlvr.it/ShpDcZ

1st February 2023
UrgentComm

Sign up to learn how to successfully manage your Motorola ASTRO® 25 System: spr.ly/60143j8fp https://t.co/XcxiUwzN27

1st February 2023

Newsletter

Sign up for UrgentComm’s newsletters to receive regular news and information updates about Communications and Technology.

Expert Commentary

Learn from experts about the latest technology in automation, machine-learning, big data and cybersecurity.

Business Media

Find the latest videos and media from the market leaders.

Media Kit and Advertising

Want to reach our digital and print audiences? Learn more here.

DISCOVER MORE FROM INFORMA TECH

  • American City & County
  • IWCE
  • Light Reading
  • IOT World Today
  • Mission Critical Technologies
  • TU-Auto

WORKING WITH US

  • About Us
  • Contact Us
  • Events
  • Careers

FOLLOW Urgent Comms ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2023 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.