Retailers have long used location data for a range of strategic purposes, from deciding where to open a new store to improving last-mile logistics. Nearly three-fourths (74%) of marketers strongly agree that location information is a key element to understanding why and how customers interact with businesses, while 65% strongly agree that mapping the offline customer journey provides actionable insights on consumer behavior, intent and brand affinity, according to research from 451 Research and Cuebiq.
But with the addition of data from mobile devices and newly enhanced analytical tools, the use cases for location data have increased significantly.
In this Retail TouchPoints Tech Showcase, retailers need to assess their understanding of location-based mapping and spatial analytics technologies by:
- Identifying the types of location data they are generating, whether it's historical, demographic- or geographic-based data;
- Asking questions related to their current tech stack, such as what geospatial tools are built within their platform, whether the tools can manage massive data sets and whether the data is secure;
- Examining the impact their location strategy has had on their brick-and-mortar store experiences; and
- Proving they can provide consumers with value in return for tracking their data.
Download the Mapping and Spatial Analytics Tech Showcase here!