How to Leverage Your Customer’s Location for Dynamic Promotions?

Effective geomarketing is based on precisely tailoring offers to a customer’s permanent location by utilizing data from point-of-sale locations. Thanks to features like GeoPoints in iPresso, companies can automatically direct recipients to the nearest brick-and-mortar store, significantly increasing the effectiveness of drive-to-store campaigns.

In the era of marketing automation, the key to success is making the customer feel that the offer is intended specifically for them. You don’t need to track every move of your recipient to effectively encourage them to visit your premises. Intelligent use of their residential data combined with your network of locations is enough. Learn how to use location mechanisms to build a real bond between your brand and the customer in their immediate neighborhood.

1. Geomarketing and Geolocation: Marketing at the Service of Sales

Marketing geolocation doesn’t always have to mean real-time device tracking. In the modern approach promoted by systems like iPresso, we focus on knowing where the customer resides on a daily basis.

1.1. GeoPoints – Your Touchpoint Map

GeoPoints are fixed locations within the automation system—these can be your stores, showrooms, or service centers. By knowing the customer’s general location (e.g., from a zip code or an address provided in a form), the system automatically assigns them to the nearest GeoPoint. As a result, every message sent contains information about the location closest to the customer.

2. Dynamic Promotions Based on the Nearest Location

Using GeoPoints allows for the creation of dynamic content within email or SMS messages. Instead of sending generic promotion info, you can insert:

• The address of the nearest store,
• Opening hours of that specific branch.

2.2. eCouponing and Local Offers

By combining location with the eCouponing module, you can send unique discount codes valid only at the customer’s nearest store. This marketing automation tool motivates visits to specific, physical locations.

3. Context-Based Marketing Automation: Local Context

The context-based approach in iPresso allows for even deeper personalization. The system can analyze external conditions at the GeoPoint assigned to the customer.

Practical Applications:

• Weather Promotions: If a heatwave is forecasted in the region where the customer lives (assigned to a specific GeoPoint), the system automatically sends an offer for seasonal products available at that specific store.
• Local Events: You can differentiate communication based on local holidays or events taking place near a specific XYZ branch.

4. The Advantage of a Strategy Based on Fixed Location Points

A strategy based on assigning customers to fixed GeoPoints has a key advantage: it builds trust and a sense of security. The customer receives helpful information (“Your store on XYZ St. is open longer today”), and the company does not have to violate their privacy with constant GPS tracking. This solution is fully GDPR-compliant and extremely effective in industries such as retail, FMCG, or automotive.

Summary

Utilizing customer location through the GeoPoint mechanism is one of the most effective methods for personalizing mass communication. With the marketing automation tools available in iPresso, you can prepare a campaign in moments that looks different for every recipient, showing them the shortest path to your brand. Remember, in the marketing of the future, the winner is the one who can be close to the customer while respecting their privacy.

Want to implement geomarketing in your company? Don’t wait for the competition to overtake you. Fill out a short brief, and our team will contact you to prepare a strategy tailored to your business!

Q&A

Question: Do GeoPoints require the GPS to be enabled on the customer’s phone?

Answer: No. GeoPoints in iPresso operate based on data collected in the customer profile (e.g., home address or city). The system calculates the distance from your defined points of sale (e.g., a store at XYZ St.) and, based on that, selects the shortest route or the nearest branch to which the communication is directed.

Question: How can I use GeoPoints if I have hundreds of stores across the country?

Answer: iPresso allows for the bulk import of all your branch locations. During a campaign rollout, the system matches message content in real-time so that each of your thousands of customers receives information about “their” nearest store, without the need to manually create separate email versions for every city.