How can you integrate location-based marketing with your CRM and email campaigns?

1 Define your goals and segments

Before you launch any LBM campaign, you need to have a clear idea of what you want to achieve and who you want to target. Do you want to attract new customers, increase repeat visits, upsell existing customers, or reduce churn? Depending on your goals, you can segment your customers based on their location, behavior, preferences, purchase history, and other criteria. For example, you can create segments for customers who live within a certain radius of your store, who have visited your store in the past month, who have bought a specific product, or who have opted in for LBM notifications.

2 Choose your LBM tools and channels

Depending on your budget, resources, and objectives, there are various ways to implement LBM. Geofencing, for example, involves setting up a virtual boundary around a location and sending a message or action when someone enters or exits the area. Beacons are small devices that use Bluetooth technology to send contextual messages to smartphones in close proximity. Wi-Fi can also be used to track customers and send relevant messages based on their browsing behavior. Lastly, QR codes can link customers to websites, apps, social media platforms, and more. They can provide more information about products and services and encourage customers to sign up for email lists or loyalty programs.

3 Integrate LBM with your CRM and email campaigns

Once you have chosen your LBM tools and channels, integrating them with your CRM and email campaigns is essential for creating a consistent and personalized customer experience. Syncing your LBM data with your CRM helps keep track of customers' location, behavior, and interactions with LBM messages for better segmentation, profile updates, and tailored email campaigns. Automating your LBM and email workflows saves time and resources while ensuring messages are timely and relevant. Triggers based on specific events or conditions can be used to send LBM messages or trigger email campaigns. Testing and optimizing LBM and email campaigns with analytics tools and A/B testing tools helps measure effectiveness, identify areas of improvement, track key metrics, compare versions of messages, and more. Location-based marketing can be a powerful way to enhance in-store marketing strategies, boost customer loyalty and sales, by providing customers with a seamless and personalized journey that delivers value and satisfaction.