Proximity: The 5th ‘P’ of Marketing

Aligned with proximity targeting, dynamic ad triggers or proximity triggers can also be initiated to generate more foot traffic in physical stores. Examples of triggers include the following:

• new inventory in-store (e.g., a new product or collection arrives)
• new prices in-store (e.g., a sale on paired products)
• transactions in-store (e.g., sales below forecast, generate more foot traffic)
• environmental factors (e.g., pollen counts or snow, allergy meds or shovels offers).

Furthermore, to maximize revenue while minimizing discounts, shoppers can be sent different promotions based on the effort required for them to visit one of your stores. For instance, if a shopper is near the store, they may receive a 10 percent discount offer; if a shopper is further from the store, they may get a 30 percent discount offer. These ads can be dynamically adjusted to ensure the retailer has the optimal ratio of foot traffic to on-duty staff.