Retargeting Online for Physical Retailers — Part 2

In part one of this series we covered why a business needs to capture the attention of their audience. Because of the marketing adage known as the rule of seven, we know that a prospect needs to be exposed to your marketing message or branding at least seven times before they take any action.

retargeting in a physical space

One of the best ways to do that is by utilizing retargeting ads which was also covered in the first part of this series. Online stores have a simple way of doing this but it becomes a lot tougher for a physical retailer to do the same. Fortunately, by utilizing WiFi marketing technology like Aislelabs Connect it’s a lot easier that it seems.

Pixel Based Retargeting

A pixel is a small piece of code that can be installed on a webpage. What this does is that when a user visits that webpage, their browser is cookied and can track them. This will then notify your advertising platform to market highly-targeted ads to that user based on pages they visited. So if a user visits a webpage with a Facebook pixel, a campaign can be created that will display specific ads to that user when they browse Facebook after they’ve left the site.

The Aislelabs platform is capable of doing the same thing in a physical space. For example, a guest visits an Aislelabs enabled store and signs onto the guest WiFi with their Facebook account. When they go home and browse Facebook they’ll see an ad for the store.

Segmented Audiences

But why stop there? With the demographic and interests information you’ve collected through your guest WiFi you can hyper-target your retargeting ads to specific audiences. If you’re running a sale on skirts you can tailor a retargeting ad that will only be displayed to women who are between the ages of 20 and 55 years-old.

By creating multiple ads directed to specific demographics you can craft specific messages that will speak directly to your audience in a more personalized way creating a better customer experience.

Return on Investment

One of the key features of the Aislelabs platform is that it allows you to see what the return on investment is in terms of real dollars. Once a user’s information is captured within the platform you can get a better understanding of the impact your marketing has on them.

Going back to the skirt example, if a woman visits your store and then goes home she’ll see your ad in her Facebook feed. After viewing the ad she then returns to the store the next day where Aislelabs Connect automatically notes that she came back. This gives you a very clear view of how your marketing affects your audience and how persuasive it is.

Retargeting used to be a very difficult and costly affair that mostly consisted of sending physical postcards or brochures. But those days are gone because in today’s digital era, businesses have incredible tools like Connect available to help them capture the hearts and minds of their customers.

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Aislelabs is the leading global provider of enterprise software for marketing automation, location analytics, predictive intelligence, and combining online and offline customer touchpoints. The company serves customers across verticals including retail, transportation, hospitality, venues, and F&B.

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