Marketing and Location Intelligence

3 Ways Brick-and-Mortar Stores Are Using Location Intelligence

Many brick-and-mortar stores suffered financial losses in recent years due to the ease and efficiency of online shopping. While some businesses view the rise of online shopping as the ultimate enemy, innovative businesses are using the shift in consumer shopping habits as an opportunity to develop new and exciting incentives for driving traffic into their stores.

Omnichannel marketing is a powerful way for brick-and-mortar businesses to leverage multiple marketing channels to drive greater brand awareness, in-store traffic, and sales. Location based insights are at the core of this, helping businesses illustrate their unique value proposition and provide fun and fresh ways for customers to engage with their brand.

Here’s how successful brick-and-mortar stores drive foot traffic and generate sales using location intelligence:

Leverage Geofencing:

  • Gain competitive insights: Conduct trade area analysis by placing geofences around competitors to reveal how often your customers visit them. You can pair this with tracking competitor deals and incentives to gain knowledge on how to steer customers back to you…or keep them from visiting competitors in the first place.
  • In-store incentives: If your customers allow notifications, you can deliver limited time pop-up ads every time they are within a certain distance from your store, or an extra deal when they are about to leave your store.  Input customer data: Location intelligence platforms allow you to input customer information, useful for developing targeted marketing campaigns. This includes precise mailing addresses and detailed demographic information.

Precise direct mail campaigns:

Studies show that direct mail ROI is strong when marketers use omnichannel marketing methods to deliver a seamless and personalized customer experience to match lifestyles with customer buying trends. Pairing digital intelligence with direct mail can produce powerful results. Location technology delivers detailed demographic information along with accurate postal codes so that you are delivering the right message to the right people rather than wasting time and money on consumers that are unlikely to be interested in your product or service.

Location-based insights for site selection:

For brick and-mortar stores looking to open a new shop or to relocate, location intelligence platforms provide essential information on ideal locations. This includes demographic data, a historic view of how an area has changed over time, new developments, nearby points of interest, and much more.

Using location technology and the powerful insights it provides helps businesses integrate marketing channels for an omnichannel marketing approach. This leads to precise messaging and a highly compelling customer-centric experience that will have customers regularly engaging with your business on and offline.

To learn more download our guide Using Location Based Insights for Omnichannel Marketing

Additional Reading:  

Location Technology

Meet the Newest Member of the Digital Map Products Board of Directors

Dave Cozzens will leverage his deep industry experience to provide consultative guidance around Digital Map Products’ strategic growth and positioning initiatives.

We are proud to announce the addition of Dave Cozzens to our board of directors!

Location Technology

From Our Press Release

“We are excited to welcome Dave Cozzens to our board of directors,” said James Skurzynski, founder and CEO of Digital Map Products. “Dave’s background and success in location technology, combined with his focus on innovation and customer value, will be a tremendous asset as we continue to drive strong demand for our solutions.”

Cozzens most recently served as the CEO of Telogis, a global enterprise software-as-a-service (SaaS) company providing location technology solutions for fleet and mobile workforce management. Under Cozzens’ leadership, Telogis grew from a start-up with $3 million in revenue to one of the dominant players in the rapidly growing connected vehicle and smart mobility market. As a result, Telogis was acquired by Verizon Communications in August 2016. Cozzens joined Telogis from Novell Corporation, where he served as vice president of operations for Novell Americas, a $500 million business encompassing the U.S., Canada, and Latin America.

Hear From Dave Cozzens

“I’m thankful for the opportunity to share my expertise and skills with a location technology company poised for continued growth and one highly focused on the success of its customers,” said Cozzens. “I look forward to working with Digital Map Products’ talented management team to extend the company’s market leadership and support their mission to embed location technology and data into the everyday workflows of businesses and government agencies across North America.”

Want to Learn More?

Visit our Board of Directors page for more information about Mr. Cozzens and the rest of our board. To learn more about our all-in-one location intelligence platform, contact us today! You can also download a sample of our category-defining nationwide parcel data by filling out the short form below.

Leverage Location Insight geofencing

5 Creative Ways Marketers Can Use Geofencing

Location-based marketing is clearly on an upswing, with more and more marketers leveraging location intelligence to support marketing initiatives. Geofencing is a powerful way to locate and market to high value customers, boosting brand visibility and customer engagement.

What is Geofencing? Geofencing is the use of GPS, bluetooth or radio frequency (RFID) to designate a virtual geographic boundary around a specific area. The system is triggered in real time when people enter or leave the ‘fence,’ and can be used to communicate with people in the fence via text, email, or notification.

How Marketers Can Use Geofencing

Geofencing is the use of GPS, bluetooth or radio frequency (RFID) to designate a virtual geographic boundary around a specific area. The system is triggered in real time when people enter or leave the ‘fence,’ and can be used to communicate with people in the fence via text, email, or notification.

  1. Competitive Insights  

    You can conduct trade area analysis by placing geofences around competitors to reveal how often your customers visit them, and what sort of foot traffic they tend to get. Pair this with analysis of your competitor’s deals and incentives to learn how they drive traffic, and apply that knowledge to creating better offers for your customers.

  2. Incentivize Customers 

    Deliver limited time offers when customers enter your fence to incentivize them to visit your store. You could also offer an extra deal when you need to boost traffic in a part of your store that might be struggling to make sales. For example, use a push notification to alert of a deal in a low-traffic zone, encouraging customers to check it out. Bonus tip: Place a fence around a nearby competitor’s store and send an incentive for your store to draw them back to you.

  3. Collect Intelligence 

    Geofencing is a great way to gather information on your customers and get a better understanding of your customer base. You can get a sense of how often they visit, the most popular times, and what sort of deals incentivize them to come. You may even get a sense of who your most loyal customers are, and leverage that information by asking them to become a brand advocate or provide a testimonial.

  4. Target Like-minded Crowds 

    Do some research about where your target audience tends to hangout, and place a geofence around that area to target like-minded crowds. Send timely communication to let that crowd know what your company has to offer. For example, maybe you own a store that sells camping equipment. By placing a geofence around the parking lot of a hiking trail, you can target people who are likely interested in what you have to offer.

  5. Make it fun! 

    There are a lot of ways to get creative and use geofencing to engage your customers in fun ways. Create games or trivia that are triggered when customers enter your fence. Maybe winning a game provides them with an extra discount or bonus. Or consider creating geofilters that customers can use when they’re in your fence, and that can be easily shared on social media.

Geofencing can help you engage customers in powerful ways. Using the tactics above, you’ll be able to hypertarget customers with content that is very specific to their needs and consistently keep your company top of mind.

Learn more by downloading our Ultimate Guide to Using Location Based Insights for Omnichannel Marketing



Retail Store Site Selection Location Data

5 Ways Canadian Retailers Should Be Using Location Data and Technology

Read to know why location technology and location data sets are indispensable weapons in any retailer’s artillery

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