Location-based marketing requires both online and offline strategies that support businesses to develop efficient marketing tactics based on the user’s geographical location. It includes a message context specific to the location where the customer is currently living. Among various other mediums, a location-based push notification is always most preferred by the marketers for its wide reach.
Despite the fact that there are multiple other ways for customer retention, location-based push notifications are still the best method to boost user engagement in the app. As statistics states that location-based push notification can boost your app engagement by 88% and it also states that 91.1% of android users and 43.9% of iOS users opt-in push notification, also the average click percentage is 7.8%
How Location-based Push Notifications & Geo-fencing Work
Location-based marketing is proven to be highly effective when you are trying to attract and engage potential customers through the targeted marketing campaign. Whether it is about sending a personalized message to customers near your store or sending a discount and special sales offer to those customers who visited your competitor’s store, it lets you effectively target your potential customers.
Below are the two main methods used by various brands to send location-based push notification:
Location-based push notification: The push-notifications are delivered to customers based on the user data that was previously collected like the user’s IP address or data that have been provided while registration like the city, address, etc. This location-based push notification is sent across to the customers that live in the same location through targeting and not sent based on the customer’s current location within the region.
Geo-triggered push notification: The push notification is triggered when a customer physically comes near a particular area if the user has opted to share their exact location through their app. This is frequently done through beacons or geofencing.
– Beacons are a small device that sends BLE(Bluetooth Low Energy) signals to the mobile devices that are nearby. They are often utilized in stores, venues, or other physical locations by the app developers.
– Geofences are usually established by mapping out a fence across an area using RFID signals and GPS coordinates. When the customer steps into the geographical fence, the app triggers a push notification.
Benefits of using location-based push notification
Benefits of location-based push notifications are enormous when it comes to generating leads. Here are some undeniable benefits of location-based message campaigns:
ROI: Geofencing lets you send notifications related to offers to users who are nearby your store. Furthermore, you can instantly analyze the effectiveness and response of the campaign. This lets you optimize campaign efforts for more significant ROI.
Higher efficiency: Highly customized marketing messages and notifications are sent to the relevant customer base, which potentially enhances the efficiency of the marketing effort. The impact that is created due to the communication triggers customers and increases the sales rate significantly.
Engagement: Customers are more likely to get attracted and engage with your brand if you offer them with the relevant context in the right place at the right time. This makes sure that the campaign gets better reach and engagement.
New Insights: When businesses start sending the location-based messages, you can get access to several new data that can be utilized to understand which business or store performs better and which customer base is more approachable that locations are highly suitable for establishing your business.
Here are some exciting examples of location-based push notification
Ritual is a food ordering app which sends reminders to customers to make their first purchase by suggesting suitable local restaurants that the user may want to eat at. To attract them more, they also provide them with some discount up to $5 on making their purchase.
The famous Starbucks Happy Hour push notification campaign utilizes the user’s general time-zone and location data to trigger a suitable notification that looks personalized and drives customers to a nearby Starbucks store, and motivates them to make an order using the app. The initial promo message invites users to visit their nearest Starbuck store to participate in the happy hour sales, buy one, and get one free. The first customer receives the push notification, as shown below. Then when the user opens the message, they will see the screen in the app that elaborates the offer further, and then the user is directed to another screen to find their nearest location.
Flipp’s app sends special coupons, offers, and promo codes to their users for nearby stores that they have chosen to follow.