Location-based services (LBS) use geographic data to deliver more accurate information to the user. LBS helps you achieve marketing goals using personalised content, targeted messaging and mobile optimised messaging. In this blog, we’ll discuss the benefits of location based services and introduce our top 5 LBS companies.
Why use location based services?
Connectivity: once customers opt in, you can send tailored messages using location data, ensuring every message is geographically relevant
Social media customer engagement: customers that check in and interact with your business on social media help you spread the word
Real time: take advantage of a user’s location immediately with automation and live data
Big data: tracking the movements and paths of mobile devices gives retailers insights into how customers interact with their store
Routing: directing users to a specific location (whether indoors or outdoors) can increase conversions whether it’s to locate a specific product or maximise store footfall
Here are our 5 top location based service providers:
What it does: filters nearby locations and points of interest by travel time rather than miles radius.
Where it would work best: apps or sites that have a location search feature (hotels, jobs, property) or a nearby search such as a store locator page.
Inspiration: UK-based property search site Zoopla added a commute time property search to their website and increased conversions by 300% (compared to a miles radius search).
- Increased conversions
- Context-based recommendations
- Calculates A>B route
What it does: indoor location data and analytics platform that helps position both people and assets down to one-metre accuracy.
Where it would work best: larger locations such as exhibition halls, retailers, airports and other venues.
Inspiration: Pointr are live in 3 major airports – delivering indoor navigation and analytics to terminals.
- Control how users navigate through your location
- Get new insights into in-store customer behaviour
- Increase shopper engagement
Where it would work best: for businesses that want to attract more users to their location such as retailers, restaurants, cinemas and more.
Inspiration: Ireland’s largest gas station chain Topaz used Pulsate to send customers tailored messages when they visit specific stores.
- Target customers when they’re most likely to convert
- Segment customers with profiling
- Predict the likelihood users will convert using historical data
What it does: collects and identifies audience trends based on real life location data.
Where it would work best: businesses with physical locations that want to target more specific demographics such as clothing stores, sports outlets and niche markets.
Inspiration: Foursquare analysed the check in behaviours of gym members to see what they’re most likely to eat before and after as well as what they do post workout – read their report here.
Insights built using real life data
Focuses ad impressions on specific user behaviours
Reduces ad wastage
Where it would work best: businesses that need customers to convert on the go including restaurants, entertainment and hospitality.
Inspiration: the company helped a US restaurant chain target a specific demographic during the meal time decision making time to drive store foot traffic.
- Increase foot traffic
- Improved ad targeting
- Target specific lat/longs or specific neighbourhoods