A recent study revealed that, in times of digital consumption, a majority of customers still prefer to do their grocery purchases in physical supermarkets instead of online shops. One reason why shoppers prefer to shop local is the proximity of shops and convenience to purchase products and services regardless of delivery times and costs.
Many customers also value the personal character of shopping local. Your neighborhood flower shop may know your favorite flowers or you can chat with the bartender at the coffee shop on the corner. No GDPR compliances are needed for these human connections!
Build Trust & Be Found
How can these insights help marketers to provide the right services to target the right audiences with the right message? Show them how easy it really is to do business with you!
Show your customers how near they are to your business or lead them directly to your location—this creates a sense of connectedness with the reader by engaging with the location shown on the map in relation to their own position.
Based on distances and travel times, marketers are able to draw circles around their most likely customers and provide them with location information relevant to them. Assign the nearest branch or store for each customer using locr GEOservices and show them how near and easy accessible it really is.
“You’re only 22 minutes away from great savings!”
Keeping Your Customers’ Loyalty with Local Direct Mail
Print Works for Loyalty Marketing: 87% of customers who redeem coupons use the printed version.
Now that your customers know where to get the great savings, you can keep them coming back again, and again, and again.
As well as the benefits of proximity you can give customers valuable incentives to visit your offline business.
Rewarding customers with incentives and good offers is a good approach to give something back—so long as you address your target groups with the right offer. Marketing offline locations using location-based personalization is a good opportunity to address the right target groups with relevant and engaging incentives based on their local branch or store. Your customers will feel valued when they see how well you know what is important to them.
Best Practice: Loyal Marketing
DeutschlandCard GmbH, one of Germany’s largest multi-partner loyalty programs with 20 million members, and their retail partner EDEKA AG & Co. KG wanted to improve response and drive traffic to local EDEKA markets. They engaged Arvato Mail & Document Solutions to create a personalized mailer designed to have eye-catching high impact and individual relevancy.
For the right personalized elements, Arvato engaged the support of locr, a specialist geomarketing service provider. As an incentive, each mailer also included two DeutschlandCard coupons that offered 5 and 10 times more loyalty points for purchases in store.
After discovering the attention the mailer attracted, DeutschlandCard and Arvato went on to commission locr to provide personalized maps for further projects.
- Using geomarketing you can build trust by showing that you know where the recipient is, where your brand location is in relation to them, how near it is, what their unique journey will look like and how long it will take.
- Targeting your address list based on those prospects that are most likely to do business with you, saves you money that could be better spent on incentives or high-quality mailings.
- Besides proximity and the relevance of your product or service, incentives can be a decisive factor in a direct mail campaign to get your customer where they need to be—at your location!