Does Proximity Marketing has bright future?
I think the only thing that we agree on is that 2014 will be filled with small-scale tests to see whether the latest generations of proximity platforms can significantly improve the shopper experience and the retailer’s bottom line. Beyond that, opinions are split.
On the positive side, some foresee a radically transformed environment in which the world is, in essence, a personalized and interactive catalog to be browsed and shopped with a smartphone or wearable device. At the other end of the spectrum are those who expect the widespread testing of proximity platforms to show them unready for scaling and hampered by fragmented services, operational complexities and consumer reservations about privacy.
The ladder of most important data for marketing succes is Contact Data, Sales Data, Demographic Data, Preference data, Behavioural Data, Geolocation Data, Interantional Data. So its all about the large network which can speak on the bottom line for many brands and their marketing strategies.
Embattled by stiff online competition, brick-and-mortar retailers are looking to the internet for inspiration to improve the in-store experience. Online cookies, pixels and social logins track the shopper across the web, offering insights that ecommerce sites in turn rely on to advertise and merchandise effectively. A slew of new proximity platforms offer comparable tools for brick-and-mortar retailers.