What is geofencing?
Geofencing is a location-based technology that enables users to draw virtual boundaries around an area. It relies on GPS, RFID, and WiFi data to detect when a device enters or leaves the designated area.
This technology is often used by businesses such as retail stores or restaurants to send tailored messages to customers who are near the business’ location. Geofencing can also be used for security purposes, such as restricting access to certain parts of a building or campus.
How is geofencing used in marketing?
Geofencing allows brands to create campaigns that target customers within a specific geofenced area. For example, if a business wants to target potential customers near their store location, they could use geofencing to send timely messages about sales or special offers to customers within that range. Marketers can also use geofencing to target customers who have recently visited their website or purchased products online.
Another major benefit of using geofencing for marketing purposes is the ability to track customer behavior. When customers enter a geofenced area, businesses can collect data on their shopping habits and preferences which can then be used to customize future marketing campaigns or offers. For example, with geofencing you can track how many times someone visits a particular store or restaurant and use this location-based data to create personalized offers.
Finally, geofencing technology can be used by businesses to interact with their customers in real time. This allows them to respond quickly when potential customers are nearby and offer them instant discounts for products they frequently purchase or special offers that will encourage them to visit in-store to make a purchase.
How do you geofence an area?
To geofence an area, users must first define the boundaries of their desired location. This can be done using a geographic coordinate system such as latitude and longitude coordinates, street addresses, zip codes, cities and counties.
Once the area has been defined, users can then use geofencing software or hardware tools to set up their virtual boundary. When a customer’s device enters this boundary they will receive an automated notification based on the parameters set by the marketer.
Finally, marketers can track customer behavior within these virtual boundaries in order to gain further insights about their customers’ preferences and shopping habits. This data can then be used for targeted marketing campaigns and personalized offers which will increase engagement and sales for businesses.
Executing geofencing campaigns with Emarsys
Emarsys works with leading brands like PUMA, Pizza Hut, and Nike to increase acquisition, purchase frequency, average order value, and retention by unifying customer, sales and product data and enabling more personalized, relevant customer engagement based on geofencing.