Proximity Marketing: The New Trojan Horse

Apr 8
3 min read

Have you heard of proximity marketing?

Perhaps not as much as other types of marketing such as digital, direct marketing, or the famous Retail Media , but proximity marketing is gaining more and more traction. It's a powerful and discreet tool that quietly slips into our daily lives. A true modern "Trojan Horse" that brands use to enter consumers' routines... without them even noticing.

What is proximity marketing?

Simply put, it's a strategy that allows you to send personalized messages or content to people, depending on where they are and what they're doing .

The paradox? More than 80% of purchases are still made in physical stores, but most retailers know very little about their customers . This is where proximity marketing comes in to make a difference.

How does it work?

It relies on several technologies, such as:

Beacons (Bluetooth Low Energy): Detect nearby mobile phones and send messages.
Geolocation: Uses GPS to know where you are and send you relevant content.
QR Codes: Scan and access promotions or information.
Wi-Fi marketing: Shows you ads when you connect to Wi-Fi networks.
NFC (as in payment cards): Allows for quick actions, such as paying without going through the checkout.

👉 Real-life example: Zara now allows you to pay anywhere in the store using NFC tags. Forget about waiting in lines.

Why is it so interesting?

For consumers:

They receive personalized offers , not generic messages.
They feel unique and listened to: it's not just about selling, but also asking things like, "How did the shirt fit?"
Access to exclusive promotions and experiences.

For businesses:

They know better who enters their stores and how often .
You can segment messages by location.
Sell more : If you know what your customer is interested in, you can suggest the right thing at the right time.
It increases loyalty and it is cheaper to keep a customer than to acquire a new one.

Proximity marketing and omnichannel: an ideal match

Today, brands must offer a seamless experience between the online and physical worlds . This integration is called omnichannel .

Thanks to it, you can start shopping from your mobile phone and finish your purchase in-store, or vice versa. Examples like Amazon Go or Carrefour's artificial intelligence show where we're headed.

Why does it work so well?

It doesn't bother you : Unlike email or intrusive advertising, messages arrive at just the right time.
Connect better : Using channels like WhatsApp improves interaction.
Build trust : When brands communicate transparently, customers value it.

What's next in the future?

Here are some trends that are already being seen:

Small businesses using AI to compete on a level playing field.
100% personalized messages created in seconds.
Predict sales based on weather or sporting events.
Augmented reality in physical stores for unique experiences.
Robots that help you shop and know what you like.
Greater privacy : Brands that respect this will gain consumer trust.

How to implement it well?

Know your customer : Don't assume anything.
Understand your context : Did you have a nice day? Is it cold? It all adds up.
Choose the right technology : It's not about having the most expensive, but what works best for you.
Connect all channels : Online and physical stores must speak the same language.
Constantly measure and adjust .
Take care of your messages : Capturing a customer is not the same as keeping one.

And avoid mistakes like:

Sending irrelevant or too frequent messages.
Not explaining well how you use customer data.
Not integrating this strategy with your overall marketing.

In summary

Proximity marketing is like a modern Trojan Horse : it enters the consumer's life discreetly, but with great impact. When combined well with an omnichannel strategy, it can make the difference between an average brand and one that truly connects with people .

Companies that embrace this approach will be one step ahead in an increasingly connected and competitive world.

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