When Micro-moments Deliver Big ROI
What can brands learn from Red Roof Inn? Understanding where consumers are reveals valuable insights into what they need. And today, customers care more about convenience than brand loyalty. So when they reach for the phone to look something up, brands can use location data to offer a hand — and make a sale.
And being helpful won’t just lead to more conversions. It will also help a brand appear supportive and accommodating — which is a fantastic reputation to have.
Capture the Consumer in the Aisle
Consumers like to make well-informed purchase decisions. And today, with information just a Google search away at any given moment, they always can. So it’s no wonder 90 percent of consumers use their phones while shopping in stores — comparing prices, reading user reviews, or simply catching up on a Whatsapp group chat.
To capitalize on in-store micro-moments, brands can turn to micro-location data—that is, data that pinpoints consumers down to a specific location. Thanks to beacon technology in retailers across the country, brands can find out when a consumer steps into a certain part of the store, such as the women’s section or the haircare aisle. And this micro-level location data is enabling precision-level targeting.
For example, using their knowledge of a consumer’s exact location in a supermarket, brands can make a product suggestion or offer some assistance. If a consumer is looking at a tacos recipe online, a brand that sells Mexican food can point her in the direction of the World Foods aisle, perhaps suggesting he add some of guacamole to his recipe — which happens to be in-stock in aisle four.
By making the most of in-store micro-moments, brands can help make sure consumers are reaching for their products on the shelf — and even encourage them to pick up a few more items in the process.