Proximity Marketing
Proximity marketing delivers location-triggered messages, offers, or content to mobile devices when users enter a defined geographic area such as a store, mall, or event venue. It leverages Bluetooth beacons, Wi-Fi, NFC, and geofencing to engage consumers at the moment of highest purchase intent.
Proximity marketing is a location-based marketing strategy that sends targeted messages—push notifications, coupons, product recommendations, or informational content—to consumers' mobile devices when they are physically near or inside a business location. The technology bridges the digital and physical shopping experience by reaching customers at the precise moment they are most likely to act.
How It Works
Proximity marketing relies on short-range communication technologies. Bluetooth Low Energy (BLE) beacons installed in stores broadcast signals that trigger actions in compatible apps when a device comes within range. GeofencingGeofencingGeofencing creates virtual boundaries around real-world geographic areas, triggering automated actions when mobile de... uses GPSGPSThe Global Positioning System (GPS) is a satellite-based navigation system operated by the U.S. Space Force that prov... or cellular data to detect when a device crosses a virtual boundary. Wi-Fi-based systems detect devices connecting to or probing for in-venue networks. NFC (Near Field Communication) requires a deliberate tap, making it suited for payment-linked offers and loyalty check-ins. Each technology offers different range, precision, and battery trade-offs.
Applications
Retailers send welcome messages and personalized discounts when loyalty app users enter a store. Shopping malls direct visitors to sales events at specific tenants. Museums and tourist attractions deliver exhibit-specific audio guides. Quick-service restaurants push mobile order prompts to nearby app users during peak meal times. Proximity marketing turns physical presence into a targeting signal, enabling hyper-relevant engagement that drives in-store conversion and builds customer loyalty.
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