More than just maps and directions, today geolocalisation is a powerful ally of marketing and business: it identifies habits and meets needs when and where they arise. Sara Zanocchio, Head of Sales South Europe and D-A-CH at Woosmap, tells us more about it.

Hello Sara, let's get straight to the point, what benefits does geolocalisation offer to the world of retail and e-commerce?

When we talk about user experience, customers have higher and higher expectations. The Woosmap location intelligence platform offers strategic benefits to all digital touchpoints, improving and accelerating the Customer Journey from the homepage to checkout.

With GeoProximity campaigns, a brand can increase the Drive-to-store by sending push notifications when the customer is transiting the area. Discovering that a desired product is just a short drive away communicates an opportunity, thus triggering the impulse to purchase.

Instead, GeoBehavioural strategies analyse habits, identifying user segments attending locations and brands on recurring days or times. For example, people visiting airports and shopping centres at weekends will receive notifications of offers on site when they would benefit from them. Behavioural analysis is also useful in terms of competition: the regular customers of an organic shop can be notified by a competitor about e-commerce offers on its own organic line.

Again, on the e-commerce side, activating Woosmap on touchpoints makes it possible, as with the Leroy Merlin site, to display the nearest shop already on the homepage, in full compliance with GDPR and by facilitating location's sharing. Now that 60-70% of online traffic arrives from mobile, reducing clicks before purchase means lower abandonment rates, speeding up checkout and boosting conversion rates now more than ever. On product pages, the Woosmap automatic geolocation feature with the suggestion of the nearest shop increases the add to cart by an average of 12%. Overall, Geomarketing and data-driven strategies are worth an increase in the average shopping cart price of up to 15%.

What evolution does Geolocalisation allow today? What can retailers now do that was impossible until recently?

Create tailor-made scenarios for the user. Understand their needs and communicate only offers of interest. The customer feels that their needs are understood and anticipated. Therefore, they become loyal.

Retailers can provide benefits based on the observed routes. Consider Click & Collect. Thanks to  Woosmap Geofencing SDK a leading fast-food brand schedules the order pick-up times based on the distance of the user. The customer will then find their meal hot and with no waiting time. This increases Customer Satisfaction, but it also optimises operations, leading to benefits in the work organisation as well. Furthermore, geographically localised campaigns allow for the accurate measurement of the ROI, when traditional promotions do not give accurate feedback in terms of results and shop visits. Every marketing office's dream!

What impact does Woosmap have on the customer experience?

Very tangible. Today's retailer is a very fast-moving public that loves simplicity. When looking for a product online, they want to find it in a few minutes. The pandemic has generated an explosion of this type of requests. The Customer Journey needs to be fast and without any bottlenecks. Any operation perceived as tiring or unclear can lead to the abandonment of the shopping cart.

Woosmap accelerates all relevant processes, from the identification of products and points of sale to the autocomplete option for addresses, which could be slow or inaccurate manually, causing delays or missed deliveries. Carrefour and Decathlon implement very advanced Store Locators, which show the nearest shop with just a few touches. Benetton has included autocomplete on product pages, to search for the availability and boost the call to action. Euronics has autocomplete at checkout, to reduce the abandonment rate where the risk is at its highest.

Then, depending on the channel, the user obtains specific benefits. From the app, the customer is informed of an in-store promotion when they can actually take advantage of it, when they leave home or work. Not when they are stuck in the office or have already reached their destination. Under this logic of opportunity, the advertising message acts and is perceived as being antithetical to spam, to which users are now indifferent. 

Looking to the future, what does Innovation mean for Woosmap?

Innovation means using the most advanced technologies to make the Customer Experience an individual one. Even with large companies, the customer had to create a path for themselves by searching for information and products. Thanks to geolocalisation, everything is now custom-made: from the first access to checkout, the uniqueness of the customer is recognised and supported.

The next frontier is revolutionising the in-store experience with indoor mapping. Optimising itineraries in large shops, rearranging the shopping list according to the distribution of the departments, and enhancing order preparations by reducing time and distances of in-store trips. The same principle will guide browsing at airports by points of interest, or the work of store pickers in e-commerce, who need to reach products scattered in vast warehouses in the shortest possible time.

Sara’s interview was conducted jointly with our partner Softec. We would like to thank them for their trust!Please, find the Italian version of this interview on Softec’s blog.


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