Not only are consumers becoming less concerned with how much marketers know about them, but now they are comfortable letting you know their whereabouts.
With the growing use of location-based mobile applications such as Foursquare, Gowalla, Loopt, and various mapping programs, marketers can now present shoppers with timely messages to drive traffic and sales.
In addition to sales promotion, I see LBS as an opportunity for pre-, current, and post-visit customer service. Marketers should be able to tap into the LBS data to trigger a "how can we help you" or "how was your visit" email or SMS to customers in a brand's crm database.
As with many smart phone based applications, the timing is still premature for those requiring a huge ROI, but the time is right to start identifying the opportunities and building the strategy to leverage LBS. On the other hand, maybe the time is tright, is there ever a wrong time for great customer service?
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment