Mobile Push and RCS in Proximity Marketing – A Retailer Guide

In a world where 61% of ecommerce sales are projected to come from mobile by 2025, proximity marketing offers retailers a powerful way to drive in-store traffic through timely, personalized messaging. 

This marketing technique’s advantage lies in reaching customers exactly when they’re nearby, strolling through the mall, looking to make a purchase. Their mobile devices become a gateway and means for coaxing them into the store. 

Here the concept of proximity marketing steps in, combining the power of Mobile Push notifications and Rich Communication Services (RCS) to bring in-store traffic and boost customer engagement in real time.

What is proximity marketing?

Have you ever received a promotional message or a special offer while walking past your favorite store? Well, that’s proximity marketing being put in action.

Proximity marketing is a strategy that leverages location-based technology to engage customers when they are physically near a brick-and-mortar store or specific location. By using tools like geofencing, beacons, or Wi-Fi, you can send timely, relevant messages directly to a customer’s mobile device, offering promotions, reminders, or personalized content to nudge them toward a purchase.

At the base level, proximity mobile marketing aims to connect with the customer at the most opportune moment – when they are nearby and likely to take action. It turns foot traffic into a powerful marketing opportunity, allowing you to provide value precisely when customers need it.

Location-based technology involved in proximity marketing 

Proximity marketing relies on several key technologies that allow you to connect with customers based on their physical location. 

Beacons and Bluetooth

Which are small devices placed around a store or specific area that use Bluetooth signals to detect nearby smartphones. When a customer’s device comes within range, the beacon can trigger a Mobile Push notification, offering promotions, product recommendations, or special deals.

Wi-Fi-based targeting

Retailers can detect when a customer’s smartphone connects to the store’s Wi-Fi network, creating an opportunity to send personalized messages. Similar to Wi-Fi, Near Field Communication (NFC) allows you to engage with customers who tap their smartphones on an NFC-enabled device, delivering instant information or offers in real time.

Geofencing 

The technology uses GPS or RFID to create a virtual boundary around a specific location, such as a store or shopping mall. When a customer enters or exits this area, you can trigger automated Mobile Pushes, driving timely engagement based on their real-world movements.

The facilitators of proximity marketing

For these technologies to work, you need your store’s mobile app installed on the customer’s device to enable Mobile Push notifications. Your app acts as the main channel for communication, so it’s critical for you to encourage customers to download and engage with it. On the other hand, Rich Communication Services (RCS) takes advantage of the messaging capabilities of smartphones without requiring an app, using built-in messaging to deliver rich, interactive content.

Another aspect crucial to the success of proximity marketing is data collection and analytics. By compiling data on customer behavior – like the time spent in-store, preferences, or prior interactions – you can refine your messaging and create more tailored, personalized experiences. Then, analytics allow you to track the effectiveness of your proximity marketing efforts, and further improve and optimize communication to drive conversions.

Benefits of proximity retail marketing involving Mobile Push and RCS

Proximity retail marketing powered by Mobile Pushes and RCS delivers a range of benefits for both retailers and customers, creating an improved and novel shopping experience while driving business results.

✅ Enhanced user experience 

With Mobile Push and RCS marketing, customers receive personalized, timely offers based on their exact location and preferences (remember the importance of data collection and utilization we mentioned?). This reduces irrelevant messaging and makes for a more engaging communication that makes customers feel understood and valued. The rich content capabilities of RCS, such as interactive carousels or high-quality images, further elevate this experience, making it more dynamic and visually appealing.

✅ Boost in sales

By connecting with customers when they are near or inside a store, you can influence purchasing decisions right at the moment of truth. You can go with a limited-time offer delivered via Mobile Push or a product recommendation sent through RCS Business Messaging – proximity mobile marketing encourages immediate action and increases in-store conversions.

✅ Increased customer loyalty

By consistently delivering relevant and personalized messages through proximity marketing, you make customers more likely to engage and remain loyal to your brand. Over time, this builds a stronger connection, encouraging repeat visits and creating brand advocates.

✅ Greater marketing efficiency

Using tools like geofencing and Bluetooth beacons, you can target only those customers who are likely to take action. This precision reduces wasted spend and improves overall campaign performance. Additionally, Push notification marketing and RCS marketing are direct, high-engagement channels, allowing you to maximize the return on investment.

Challenges in proximity marketing

While proximity retail marketing offers exciting and unique opportunities to bring foot traffic into the store, there are a few challenges to consider. 

One of the most talked-about concerns is privacy. With location-based messaging, it can feel invasive to customers if not handled correctly. However, when proximity marketing is done thoughtfully – providing real value through personalized, relevant offers – it becomes less of an intrusion and more of a helpful service. The key is transparency and letting customers opt in to receive these notifications, ensuring that the experience feels like a benefit rather than a nuisance.

Another challenge is the investment in technology. To implement proximity marketing, you need tools like the aforementioned beacons, geofencing, and mobile apps, which can require upfront costs. However, as the potential for increased sales and customer loyalty grows, this investment pays off in the long run.

Finally, reach can be a limitation. Mobile Push notifications require the customer to have your retail app installed and location services turned on, which isn’t always guaranteed. However, RCS offers a viable alternative, as it doesn’t require an app and can still deliver rich, engaging content directly to customers’ smartphones. 

Proximity marketing use cases

Proximity marketing has seen a number of creative applications in the real world, driving both customer engagement and sales. Let’s have a look at a couple of practical use cases that show how Mobile Push notifications and RCS marketing are bringing freshness and excitement into the retail environment.

1. In-store promotions and flash sales 

One of the most common uses of proximity marketing is sending Mobile Pushes to customers when they enter a store. For example, major retailers like Macy’s have used beacon-triggered messages to deliver special offers and discounts to shoppers while they browse in-store. Imagine a scenario in which a customer walking by your store receives a Push notification offering 10% off their purchase if they enter within the next 30 minutes. This sense of urgency, combined with location-based targeting, helps bring in immediate foot traffic and increase sales.

2. Personalized product recommendations 

Proximity messaging also makes good use of providing personalized product recommendations based on past purchases or browsing behavior. For instance, a sports retailer could send an RCS message with a carousel of recommended products to a customer as they enter the store, suggesting items that complement their previous purchases. With RCS’s rich media capabilities, customers can view detailed images, reviews, and even make a purchase directly from the message.

3. Curbside pickup notifications 

Another way to use proximity marketing is by providing curbside pickup. Retailers can send Push notifications to customers who have placed an online order, notifying them when their order is ready for pickup as soon as they arrive at the store. Walmart, for example, uses geofencing to automatically notify staff when a customer’s vehicle is nearby, streamlining the pickup process and creating a smooth customer experience.

4. Event-based marketing 

Proximity marketing can also play a role in events and special occasions. For instance, during a mall-wide Black Friday sale, shoppers could receive Mobile Push or RCS notifications alerting them to limited-time deals when they enter the shopping center. Or at a live sports event, fans could receive exclusive merchandise offers or concession stand discounts when they approach specific areas of the stadium.

5. Reward programs and loyalty perks 

Proximity marketing can make loyalty programs even more engaging. For example, a beauty retailer could use beacon technology to notify loyalty program members of special rewards they can redeem in-store. A customer entering the store might receive a Push about extra points on purchases that day, incentivizing them to buy more while enjoying their perks.

Trends and tactics to improve shopping experience

Proximity marketing is constantly evolving, as is the technology that finds application within. To stay ahead of the curve, keep an eye out on the latest trends and tactics. Here are a few for you to consider.

• AI-driven personalization and prediction 

The rise of artificial intelligence is changing how retailers approach proximity marketing. AI can analyze large sets of data to predict behavior and preferences, allowing you to send highly targeted, personalized messages to customers at exactly the right moment. For example, AI could determine when a customer is likely to visit a store based on past behavior, enabling the retailer to trigger a Mobile Push notification or RCS message with relevant offers just as they approach. AI can also help optimize campaign timing, ensuring that notifications reach customers when they’re most likely to engage.

• Expanding omnichannel strategies 

As proximity marketing becomes more integrated into retail strategies, the omnichannel customer journey approach is gaining more traction. By blending both online and offline data, you can create a seamless experience across multiple channels. Data from online browsing, purchase history, or Email interactions can be combined with location-based data from proximity marketing to deliver more cohesive, personalized experiences. For example, a customer who has browsed a product online could receive a Push notification or RCS message with a discount as soon as they walk into the store, completing the online-to-offline loop.

• Integrating proximity marketing into the customer journey 

Proximity marketing is not just a standalone tactic, it’s becoming another key piece in the omnichannel marketing mix. Retailers and brands are increasingly using close proximity tools like geofencing and beacons to enhance their broader marketing campaigns. For example, a business running a seasonal sale could use proximity triggers to reinforce offers to nearby customers while simultaneously engaging them through Email, social media, and SMS channels. This holistic approach ensures that every customer touchpoint is optimized for relevance and timeliness.

• Augmented Reality experiences 

A growing trend is using augmented reality in conjunction with proximity marketing to create immersive shopping experiences. For instance, customers could receive a Mobile Push notification offering an AR experience to view how a piece of furniture would look in their home while they’re browsing in a store. AR, combined with the real-time precision of proximity marketing, adds a layer of engagement that enhances the in-store experience.

Mobile Push and RCS are proximity marketing essentials

The idea of proximity marketing is creating new ways for brands to connect with their customers, offering an advanced level of personalization that enhances the overall shopping experience. It’s the next step in the evolution of retail business – a fresh, interactive way to:

➡️ engage customers in real time

➡️ stand out from competitors

➡️ deliver value precisely when it matters most 

To make the most of this opportunity, you need a trusted messaging partner like MessageFlow, who provides the tools for you to master the power of both Mobile Push notifications and RCS marketing. 

Regardless of your specific goal, be it driving foot traffic with Pushes or delivering rich, interactive messages via RCS, we make sure that your customer communication is always on point. With MessageFlow, you benefit from a user-friendly interface and a powerful API that allow you to integrate your communication channels, enjoying deliverability rates of up to 99%. The platform’s real-time analytics provide deep insights, so you can optimize every campaign for maximum engagement and ROI when reaching customers via their phones or interacting across multiple channels.