How to Boost Foot Traffic to Your Stores with Mobile and Location Marketing
By Heike Young
This holiday season, mobile will play a huge role in driving foot traffic to local stores. But even beyond the holidays, mobile devices have the potential to encourage or dissuade consumers from ever visiting you.
According to location management software company Yext, 20% of local searches return the wrong information. For consumers, incorrect info means a terrible experience.
It’s happened to all of us: you Google a store or restaurant location, see that it’s open until 9 p.m., and drive all the way across town, only to find that it’s closed. That experience leaves a bad taste in a customer’s mouth, possibly causing them to avoiding your store for the foreseeable future—even if that wrong info isn’t your fault.
In a recent podcast with Yext Chief Marketing Officer Jeff Rohrs, we got up to speed on the state of mobile and location for marketing, and how marketers can maximize both technologies to boost in-store foot traffic.
Ever wondered what a beacon actually is, or how to set one up for your company? You’ll want to listen in. Subscribe on iTunes to get it on your podcast-listening device of choice, and get a sneak peek here.
Consider these stats that Jeff and Yext provided to set the stage:
- 60% of smartphone owners plan to use their devices to look up store locations while shopping this holiday season — more than any other activity.
- 93% of annual retail sales occur in physical stores, compared to just 7% for ecommerce.
- 78% of smartphone owners plan to use their smartphone for holiday shopping.
- According to Deloitte, “Consumers who use digital while they shop in-store convert at a 20% higher rate compared to those who do not use digital.”
We dive much deeper into a mobile-plus-location strategy on the full episode. Get Jeff’s podcast episode now on iTunes! Tweet @youngheike with marketing questions or topics you’d like to see covered next on the Marketing Cloudcast.
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