News

Location-based marketing may increase in-store traffic

December 4, 2011

Foot traffic on the UK's high streets has seen its sharpest drop since last December's snow, falling 2.3 percent compared to the same period last year, according to the British Retail Consortium.

Part of the problem is that shoppers are moving to using their PCs and smartphones for shopping. IBM research predicted that 15 percent of consumers will access retailers' websites on web-connected mobile devices for holiday shopping, and a report commissioned by the Centre for Retail Research suggests UK shoppers will spend £1.64 billion ($2.1 billion U.S.) on purchases for the holiday season via cell phones this year, according to Targetwire.com

"Add to this the fact that over 12 percent of our online Christmas shopping will be done via mobiles — the 4th highest proportion in Europe — and it's clear that mobile sites offer huge potential for retailers looking to draw in consumers," Jonathan Erwin, managing director of internet marketing company Aspect Web Media, told Targetwire.com

He suggested that retailers start using location-based promotions to offer customers vouchers or discount codes when they are close to brick-and-mortar stores.

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