5 Statistics Supporting Proximity Marketing

5 Statistics Supporting Proximity Marketing

February 13, 2018 by Lynn Bates

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Proximity marketing is one of the most powerful tools in a marketer's toolbox. Not convinced? These five statistics will teach you the power of location-based marketing.

They have massive influencing power.

Beacons have the power to affect consumer behavior. When you're walking through a store and your phone gives you a notification about what's nearby, you take notice.

Business Insider has estimated that among the top 100 U.S. retailers, $44 billion of their retail sales were influenced by beacons. That's spread across all 100 retailers, of course, but that's still nothing to sneeze at. Beacons have a real effect, and can gently nudge customers toward purchases.

They're everywhere.

If you don't use beacons, you're falling behind. An ever-increasing number of stores are implementing beacons in their brick-and-mortar shops.

In fact, Business Insider estimates that by the end of 2018, retailers will have 3.5 million active beacons in their retailer spaces. That's a tremendous number of carefully honed data points, designed to take data and influence customer behavior.

Still not convinced? There's more data: ProxReport estimates that in the first quarter of 2017, 75% of the top 20 retailers have implemented beacon or proximity technology in their storefronts. And you'd better believe that the stragglers are playing catch-up and implementing beacons ASAP.

They're even in places you wouldn't expect.

Think beacons are the sole province of brick-and-mortar storefronts? Think again. Beacon use is growing at an impressive pace, and is moving into places you wouldn't expect.

In fact, ProxReport estimates that by 2019, 84% of global airports will use beacons. That only makes sense -- after all, airports want to make sure their retailers, restaurants, bars, and cafes all have booming business. Why not use the power of beacons to encourage travelers to make a purchase?

And it doesn't stop there. ProxReport also says that 47% of NFL venues, 53% of NBA venues, 47% of NHL venues, and a whopping 93% of MLB venues use beacon technology -- say, to drive merchandise or refreshment sales.

Beacons are here to stay. They're powerful and versatile, and an increasing number of retailers recognize their potential. By moving toward proximity-based marketing, you'll take advantage of a powerful tool that can make real changes in how you encourage purchases and track customer behavior.

Topics: Beacons, Proximity Marketing, geofencing, Location Based Marketing

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