So for the past couple of months Ive been writing my dissertation on the use of geofencing. For those of you that don't know geofencing is location based promotions sent to your phone via text. Quite a few brands have started using it like L'oreal, Starbucks and the North Face offering coupons, discounts and brand information. As Ive worked on my report Ive realised how successful geofencing could actually be in the future, however one thing that Ive noted is if brands want to move forward with the idea they need to be different.
In South America Guetamalean shoe brand Meat Pack have set the path for all those considering location based marketing.The shop chose to use the app Hijack to create a much more innovative way to earn discounts. Every time a customer entered a competitor’s store, they would receive a message with a timed discount, starting at 99% off and slowly ticking down until the customer raced to the Meat Pack store. According to marketing blogger Mark Brill, ‘The campaign saw over 600 people ‘hijacked’ from stores and the fastest to get there managed to received an 89% discount.’ The idea of not only taking potential customers out of competitors stores but actually lurring them into your store with a timed discount is genius. Possibly one of the cleverest ways Ive seen a brand increase footfall and in return sales.