Proximity marketing on the cards for UK brands, says Airspace

A survey commissioned by Airspace has highlighted that more than three-quarters (79%) of UK brands are planning to implement proximity marketing campaigns within the next six months.

Airspace's Ian Malone talks brands and proximity marketing
Airspace's Ian Malone talks brands and proximity marketing

The company, which specialises in proximity engagement technology, revealed the results as part of an independent study, called Brands and Proximity Marketing. It was conducted by technology market research business Vanson Bourne with 100 marketing and brand-decision makers from organisations in the hospitality, retail and leisure industries.

The white paper also highlighted that a number of major brands are shifting significant marketing resources to proximity marketing, with almost all respondents either already investing in (28%), are in the process of doing so (51%), or are considering (20%) trialling or investing in a campaign which uses the technology to send marketing messages to mobile-device users.

Eighty-per-cent of respondents said the ability to gather more accurate data to better understand their customers is an important benefit of proximity marketing.

Around four in five (79%) of those surveyed said proximity marketing is useful for knowing how much time customers spend in-store, and 81% explained that it was useful for understanding which products customers dwell near but do not buy.

Half of those surveyed said they would use proximity marketing to draw people to specific locations within company stores or sale points, while 47% reported they would use them to encourage passers-by to enter or investigate the same areas.

The ability to drive loyalty with customers (80%) and to better engage with consumers (76%) were noted as beneficial factors of the technology.

The majority of respondents (95%) said that having more knowledge on how to conduct a trial or start a proximity marketing campaign would encourage their company to invest more. Participants added that they would be likely to invest more in the technology if there were more cases to demonstrate success (94%), as well as the ability to gather deeper analytics to measure success (96%).

Ian Malone, chief executive of Airspace, said: "This research neatly matches our own conversations with high-street retailers and other high footfall locations, who feel they need to act now. Brands that utilise proximity marketing to deliver relevant, contextual messages will see an upturn in conversion rates and arguably more loyal customers.

"Even the brands that use the technology simply to understand their customers better will gain a competitive advantage over those without access to the rich data and insights delivered by proximity networks." 

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