Getting Local: Geotargeting Strategies for Brick-and-Mortar Stores

In an increasingly digital world, brick-and-mortar retailers face growing pressure to integrate online and offline channels to deliver seamless omnichannel experiences. A powerful weapon in their arsenal is geotargeting - using location data to personalize communications with contextually relevant messaging by proximity. Implementing an effective geotargeting strategy helps drive foot traffic, boost in-store sales, increase local brand awareness, and unlock valuable consumer data. Here are some of the top techniques brick-and-mortar stores should consider:

Geoconquesting

Geoconquesting allows retailers to target competitors’ customers who are nearby a specific location. Strategically placing geofilters around a competitor store perimeter sends ads to their customers’ phones when they are close or entering your locations. This drives opportunity for switching retail spending from competitors to your brand. Geoconquesting is highly effective during peak seasons like back-to-school and holidays.

Geofencing

Geofencing involves creating a virtual boundary around a real-world geographic area. When a mobile device enters the boundary, your brand can trigger specific actions like push notifications for discounts or special offers. Place geofences around high-value locations like sports stadiums, universities, or business districts to engage relevant consumers when they are primed for retail spending. Expand your geofence network to continuously detect new potential customers.

Location-Based Search Ads

Local search ads on Google and social media platforms allow granular targeting by proximity to specific addresses. These ads can promote sales, events, new product availability, or services to customers near your stores. Optimize ads with relevant geographic and local keywords. Track ad performance by store location to see which areas deliver the highest ROI.

Location-Based Social Media Content

Social media networks like Instagram and Facebook make it simple to attach locations to posts. Tailor content for local audiences by calling out specific store details or community relevance. Posting location-specific sales and events helps nearby followers feel prioritized. Add store locations as clickable links in bios and posts to facilitate navigation.

In-Store Wi-Fi Marketing

Encourage consumers to use free in-store Wi-Fi in exchange for an email address to unlock access. This builds a valuable customer email list tied directly to store visits that you can segment by location. With permission, you can track in-store browsing behaviors through Wi-Fi as well. Send targeted emails promoting sales, new arrivals, or services to bring customers back.

Proximity Push Notifications

Mobile apps allow proximity notifications to be triggered when a user enters or exits set radii around select brick-and-mortar store locations. Notify customers of sales as they shop nearby districts. Promote new inventory or services when they return to frequently visited stores. Personalizing notifications based on location and buying history improves engagement.

Reviews & Check-Ins

Encourage customers to check-in to your brick-and-mortar stores on platforms like Foursquare and Swarm which tie profiles to locations. This exposes your brand to new local users. Prompt customers to leave localized reviews on Google, Facebook, and Yelp highlighting neighborhood relevance and standout store services. This drives SEO and social proof.

Store Locator Optimization

An up-to-date online store locator helps customers easily navigate to the most convenient physical location. Link store locators across websites, emails, social posts, and ads. Optimize store listings for local SEO by including key geographic keywords, street addresses, and local phone numbers. Enable directional functionality and highlight parking availability or public transit options.

Think Local with Email

When collecting customer email addresses, also gather zip code data. Segment mailing lists by geography to deliver localized offers and promotions. This gives subscribers content directly relevant to their nearby stores. Send emails promoting local events, sales, or services customers can use.

Loyalty Program Integration

Integrate geo-fencing with loyalty programs so when enrolled members enter specific store radii, they automatically get check-in credits or unlock special discounts. This incentivizes repeat visits and increases program activity. Offer extra loyalty points for checking in at newly opened locations.

Onsite Advertising

From digital signage to brochures and bag stuffers, onsite advertising should highlight proximity-based calls-to-action. Promote services, classes, or events happening at that specific store location. Advertise sales or special offers exclusive to that store and timing to incentivize immediate purchases.

Community Events & Sponsorships

Hosting or sponsoring events like classes, workshops or neighborhood fundraisers positions your brand as an invested community member. Lead with local angles like staff participation and catering from area businesses when promoting events. This community goodwill converts to increased store foot traffic and customer loyalty.

Leveraging geotargeting and localization across channels, both digital and physical, is key for brick-and-mortar success today. Keeping messaging contextually relevant based on geographic customer data helps drive store traffic, increase sales, and strengthen brand affinity. Consistently reinforce the convenience and neighborhood relevance of your physical locations while collecting data to continually refine your outreach. With strategic geotargeting, brick-and-mortar retailers can combine digital efficiency with tangible real-world connections.