For retailers with an online-to-offline (O2O) strategy, the ability to drive in-store traffic through targeting efforts is an important metric to consider. In fact, data from 451 Research and PlaceIQ found that 57% of multichannel marketers in North America said consumer location data, used to measure lift in store visitation, is the most important type of data used to gauge marketing performance.
Despite the importance marketers place on consumer location data, it might not be enough to initiate a physical store visit.
According to a survey of US mobile app users by Localytics last fall, just 36% of respondents said they’ve made an in-store purchase after receiving a location-based push notification. In contrast, 48% of those polled bought something in-store as a result of a personalized notification, based on a profile and past behavior, instead of location.