Author

By Ayesha Salim | Content Lead

November 8, 2017 | 2 min read

A big challenge faced by marketers is bridging the customer experience across physical stores and digital channels. In the penultimate episode of Everything You Need to Know (EYNTK) – About Location-Based Advertising, Verve’s general manager international, Ian James explains how location data can help minimise this gap.

Most brands are continuing to underestimate the power of real-world shopping – even though 90% of sales still occur in bricks and mortar stores, James argues in the episode. Marketers can make the most of both worlds by understanding a customer’s in-store movements through device location technology installed in a retail app.

“The customer goes to the till and uses their brand loyalty card and then exits the store with their goods. There we have it. A mobile influenced attribution to a specific store using precise location targeting, dwell time, shopper movement in-store and CRM all overlaid together,” he says.

Watch the full video above to learn how brands can deepen their relationships with customers by gaining a clearer idea of who’s been in their store – and target those who are yet to become loyal customers.

Catch up on last week’s episode here as James explains how to distinguish between good and bad location data.

Stay tuned for the final episode which will explore what lies in store for the future of location-based advertising.

Sign up to our newsletter to ensure you do not miss the next episode in the series. Catch up on all the previous series here.

Digital Advertising

Other episodes in the series

Episode 1

Marketers need to upgrade how they derive location data: Everything You Need to Know series returns

The Drum’s Everything You Need to Know (EYNTK) series is back, discussing the opportunity behind location-based advertising, in partnership with location-based marketing platform Verve.

Episode 2

Accurate versus precise location data: why marketers need both to create smarter consumer segments

Location data needs to be both accurate and precise for it to be effective. But most marketers cannot tell the difference between the two. In the second episode of Everything You Need to Know (EYNTK) about location-based advertising, Ian James, general manager international at Verve explains how to bring them together.

Episode 3

The source is everything: how marketers can distinguish between good and bad location data

According to research by Forrester and Verve, a quarter of marketers said there is not enough clarity on the sources of collected location data. In the third episode of Everything You Need to Know (EYNTK) about location-based advertising, Verve’s general manager international, Ian James explains the best way to derive location data.

Episode 5

Mind the gap: How location data bridges the digital and offline customer experience

Tracking customers across digital and offline channels is a huge challenge for marketers. Especially when the customer journey continues to be rather complex since, first, the advent and rise of digital shopping and buying, and, more recently, the same phenomenon on mobile devices, while trying to unite disparate data sets to provide a single customer view across channels.

Episode 6

Joining the dots around the consumer: The future of mobile location data

In the last few months, The Drum has been on a journey with Verve in the back of a London cab exploring the ins and outs of location data. In the final episode of Everything You Need to Know (EYNTK) About Location-Based Advertising, Ian James, general manager international at Verve, explores the future of mobile location data intelligence.

Episode 7

The future of location data: how will brands adapt to consumer expectations?

If location data lies at the heart of personalised experiences, how can brands use data to join the dots around the consumer? In the final installment of a five-part series from The Drum and Verve on Everything You Need to Know (EYNTK) About Location-Based Advertising, we explore the future of mobile location data intelligence.

Content created with:

Verve

Verve, the leading location-based mobile platform globally, provides advertisers and publishers alike with a full end-to-end service and solution, providing true 1st party mobile location data to expand the potential of their digital media.

Find out more

More from Digital Advertising

View all