Why Location Technology is Critical for Driving Customers Back into Fast Food Chains (QSR)


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Location technology – or also known as proximity marketing – has changed the way we experience the online and offline world forever.  Until recently, we’ve not been able to target people based on location with the power of their mobile device. Thus, location technology is particularly interesting when applied in industries like Retail or Quick Service Restaurants (Fast Food). Both industries have a dire need to fulfill great omnichannel customer experiences, and location-based targeting is a key piece to a successful plan. Here are three ways you can leverage location-based technology to deliver great customer experiences, at the right moment and increase traffic to your stores.

1. Be Ready for Every Micro-Moment

We get it. You think you can’t stop people from online shopping on their desktop. Nor can you change their opinion of finding brick and mortar stores obsolete. Or you cannot stop them from going to your overly present competitors’ stores in the area.

But that’s crap. You can change the game. You CAN target customers during these micro-moments when they are most receptive. For example, potential customers could Google, “fast food restaurants near me”  while they’re commuting home.  This would be considered a “micro-moment” of a mobile search term.  Therefore, it would be advantageous to target them with an offer or sale only available via your app.

Likewise, be ready for micro-moments via geo-fencing. Geo-fencing is a location marketing method that reaches someone based on their radius of an area where they’re located outside. Use Geo-fence methods to target users during the right moment when they want a quick snack at the drive-thru after work (while commuting home) or during their lunch break.  That’s an ideal start to leveraging these micro moments. Micro-moments is also all about triggering the right offer, like a coupon, push message, survey, given the right context and preferences’ of the customer and always at the right time.

2. Monitor Your Competitor(s) Shops/ Restaurants

Geo-fencing is also an amazing technology that enables you to check your fiercest competitors. We get that as a Retailer and a Fast Food chain, you must put up a fight to win your customers over.  Let’s say you want to attract back those lost customers you used to have. Lately, they’ve been in the geo-fenced area of your competitor’s shops.

Create a promotion they can’t miss and trigger it during that small micro-moment when they enter your competitor’s geo-fenced area. Depending on how aggressive you want to take this, you can even mention your deal is better than your competitor because if they enter your restaurant, you’ll give them extra points to spend off their next purchase. Pay close attention to these customers because they need a little extra push why they should ditch your competitor.

3. Offer Amazing Deals on the Spot 

Beacon technology is likewise, another amazing technology for tapping into micro-moments that matter happening inside a store or restaurant.  For example, with a beacon installed at the entrance, you may trigger a coupon on the spot when your customer enters. Because let’s face it.  Customers hate lines at Fast Food restaurants. But if they get a deal on the spot, waiting in line suddenly gets a little easier.

If you find this blog post informative, we advise you to download a Practical Guide to Proximity Marketing. You’ll learn all the fundamentals and practicalities of doing proximity marketing.

Republished with author's permission from original post.

Katherine Frangos
Content marketing manager at mobilebridge


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