What is Location Analytics?
In short, in today’s ultra-competitive retail and restaurant industries, location analytics can be the tool to rocket your business past the competition.
Every brick-and-mortar marketing professional knows the difficulty in finding the most important piece of the marketing puzzle – accurate, reliable, and up-to-date customer data.
Another difficulty faced by retail and restaurant marketing professionals is placing an accurate ROI on their marketing campaigns.
Fortunately, location analytics can be easily gathered by the WiFi access points via WiFi analytics at your physical locations.
Consequently, they can be used to give you the crucial customer data required for effective marketing campaigns, as well as accurate ROI.
What is Location Analytics?
Location analytics, also known as presence analytics or WiFi analytics refers to customer behavior data that is collected and tracked using customer mobile devices and your physical location’s WiFi access point(s).
The Bloom Intelligence WiFi marketing and customer intelligence hub technology allows your WiFi access points to gather rich, customer behavior data, whether they log into WiFi or not.
For example, even if they don’t log in, you can see anonymous foot traffic data in your Bloom dashboard such as:
- Customer Dwell Times
- Daily Customers vs. Passers-by
- First-time Visitors
- First-time Visitor Return Rate
- Popular Visit Times
- Projected Lifetime Visits
- Customer Repeat Rates, and more
For brick-and-mortar marketers, this is the best customer data you can obtain.
It is real-time data collected from a very large sample size of your actual customers.
And it costs pennies-on-the-dollar compared to any other data collection method.
Location Analytics for Restaurant Marketing
In short, this type of data can be helpful for retail and restaurant marketing because it gives you concrete data about how your customers behave in your physical locations.
For instance, if you notice your average customer dwell time double between the hours of 10am – 11 am, you can take steps in your marketing and operations to try and bring it back within normal limits.
These types of key performance indicators are something you may not have even noticed without location analytics.
Likewise, for restaurants, being able to “turn” more tables means more revenue for the business.
Above all, the beauty of it is that your customers don’t have to log into your WiFi in order to see this data.
Furthermore, Bloom can anonymously track them indefinitely through your WiFi access points, and provide you actionable key performance indicators to optimize your business.
Individual Customer Data and Customer Profiles
As has been noted, everything discussed above can be done whether your customers log into your WiFi or not.
On the other hand, when a customer does log into your WiFi, the benefits for your business can skyrocket.
When they log in, customers go to a WiFi landing page.
Firstly, this page will require the customer to enter their name and/or phone number to gain access to the internet. At this point, Bloom will be able to make the connection between the mobile device and an actual person.
To emphasize, now you have that person’s contact information – marketing gold.
Bloom instantly creates a customer profile for that person.
Likewise, all previous anonymous data associated with their device will also be added to their customer profile.
Consequently, you will now have access to much more detailed customer profiles about your customers, such as their:
- Email address
- Phone number
- Presence analytics by location
- Churn likelihood
As a result, this kind of accurate, real-time data about your customers’ behavior and demographics, can have a tremendous impact on the success of your marketing efforts & operational efficiencies efforts.
Collect Valuable Location Analytics Metrics
In time, you can build a customer list of countless thousands of customer profiles.
What’s more, you can sort and filter into individual lists based upon certain metrics or demographics, including:
- Number of all-time visits to your restaurant
- Any number of days since their last visit
- Their average dwell time (average time spent in your restaurant)
- Customer Age
- Customer Gender
- Or the customer email address
- and much more
For instance, you can create a list of women, over 30, who have visited your business more than 5 times.
Then you send a marketing message (campaign) created specifically for that type of customer.
Without a doubt, segmented and targeted marketing is much more effective in terms of engagement and ROI.
To illustrate, here are some recent statistics:
- An article from CMO.com stated that targeted advertisements are, on average, almost twice as effective as non-targeted ads.
- eConsultancy.com reported that 74% of marketers say targeted personalization increases customer engagement.
- Also, in a study by The Direct Marketing Association, segmented and targeted emails generated 58% of all marketing revenue. And 77% of ROI comes from segmented, targeted, and triggered campaigns.
Location analytics + customer profiles powered by Bloom Intelligence can allow you to personalize your customers’ experience in real-time.
Certainly, without customer data and contact information, the task would be either impossible or very expensive to execute at scale.
The major benefit of executing targeted segmented marketing campaigns is that you are sending a specific message to customers who are more likely to engage and respond.
So, with the ability to passively collect customer data like contact information, demographics, physical behavior, customer ratings, purchasing habits, and other targeted information, you can deliver this type of highly effective advertising to help your business grow.
In addition, Bloom Intelligence tracks each and every message sent.
Finally, we give you amazingly accurate ROI all the way down to a customer walking back through your door and redeeming an offer if one was included in the message or survey.
The Bloom Intelligence WiFi marketing and analytics platform can give you these extremely valuable, real-time location analytics.
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In summary, by understanding your customer’s behavior, you can drive more engagement in your marketing campaigns.
Above all, personalization of your customer’s experience will build familiarity and loyalty between you and your customers, driving solid increases in per person averages and customer lifetime values.
Better yet, you can leverage this data to decrease operational expenses by discovering negative trends you could not see before Bloom Intelligence location analytics.
So, it’s time to start leveraging your guest WiFi and collecting location analytics with Bloom’s valuable growth tools to gain that all-important competitive edge.
WiFi Analytics FAQs
What is WiFi Analytics?
In short, WiFi Analytics is the process of collecting & analyzing customer data from WiFi-enabled devices through WiFi access points. Subsequently, this data is used to create KPI’s around customer behavior at a location such as dwell time or churn likelihood. Then, these KPI’s are used to improve operations, trigger marketing, and track campaign results.
What is Customer Churn?
Customer churn or customer attrition is the percentage of customers that stopped using your service or going to your locations during a specific period. So, marketers use this data to create marketing campaigns to save at risk customers. Likewise, operators utilize this data to optimize business operations.
How do you track marketing for physical locations?
Marketers of physical locations track performance of their marketing campaigns by using WiFi analytics. Location marketers use email addresses of customers that are associated to WiFi-enabled device to track via WiFi access points whether that customer returned to a location from an email or online marketing campaign.
What is Customer Dwell Time?
First, customer dwell time is the length of time a customer stays at your location. For instance, in restaurants, it is also called table turn time. Overall, customer dwell time is used to measure the efficiency of their staff of servicing their customers. As a result, this combined with customer satisfaction has a direct correlation to revenue production efficiency of your staff.