"After geolocation", geofencing: a new marketing technology to counter showrooming!
According to Digitas & Vivaki's second annual Connected Shopping Experience Barometer, nearly 18 % of consumers go to stores to look for "the product of their dreams" but leave without buying it, intending to make their purchase online (in order to save on price) and 39 % of consumers plan to do the same soon.
To counter this phenomenon known as showrooming and breathe new life into point-of-sale promotions, Fidzup has developed a new technology, geofencing, based on the principles of indoor geolocation.
The Spot-in Store and Spot-in Mall products - which are respectively aimed at retail networks and shopping centres - once integrated into the applications specific to retail networks or shopping centres, make it possible to send notifications (promotions, winning moments, ...) on the consumer's mobile phone and thus trigger an impulse purchase.
After geolocation, it's time for geofencing.
Fidzup's team has developed a new marketing technology to make point-of-sale promotion more effective, fast and targeted: geofencing.
This technology is a hybrid solution based on the principle of indoor geolocation which allows the detection of a consumer as soon as he enters a space delimited by specific areas such as the entrance of a sales area, a shelf, a cash register (...). By integrating this technology in the iPhone and Android mobile applications specific to the brands, Fidzup allows the distribution of discount coupons, winning moments, loyalty points and/or geolocalised messages directly on the consumer's mobile.
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A technology used to combat showrooming
Today, one of the major problems encountered by retailers is the practice of showrooming. This phenomenon, which has increased by 12 % in France compared to last year*, consists of going to physically look at products in stores (which were then considered as showrooms), testing them, asking for advice from salespeople, then comparing prices and finally making a purchase online.
The solution developed enables shopping centres and retail networks to boost their promotional marketing with Spot-in Mall and Spot-in Store products. Shopping centres and retail networks can wake up their mobile applications thanks to the notifications and can thus create consumer loyalty via their mobile phone by creating an impulse purchase. As soon as they enter the shopping centre, consumers receive interactive content on their mobile phones with a winning moment and a list of promotions available immediately in the centre, enabling the shopping centre to direct visitors to the stores.
Launched since 2013 at the La Vache Noire shopping centre (Arcueil, 94), the Fidzup technology has managed to have an impact rate of 92 on winning moments and to reach 33 % of the owners of the shopping centre's application or sign networks.
*Second edition of Digitas & Vivaki's annual Connected Shopping Experience Barometer
A marketing tool that comes at just the right time
Consumers are increasingly using their smartphones to consume. To respond to this new behaviour and counter showrooming, points of sale must reinvent themselves and integrate digital tools into their marketing approach.
This technology allows each shopping centre or network of stores to engage the consumer at the right time with interactive content geolocated on his mobile, pre-configured, whether it be a welcome message, a discount coupon, an advertisement, a winning moment or loyalty points. The brand can easily set up, configure and monitor its marketing campaign thanks to a dedicated online interface. A support unit - online and by phone - is also present to accompany the customer and answer any questions.
Fidzup was founded in 2011 by 3 mobile and marketing enthusiasts who decided to put their experience and passion at the service of retail networks and shopping centres. Their approach is guided by permanent innovation and the ambition to provide their customers with relevant and easy to implement solutions. The startup, incubated at Paris Incubateurs, won the 2012 Petit Poucet NTIC prize and raised €300,000 in 2013 from Business Angels and Investment Funds. www.fidzup.com
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