Digby Does Location-Based Mobile Marketing
Multi-channel mobile engagement and commerce solution Digby announced the launch of its LocalPoint platform at the National Retail Federation show this week.
The platform enables brands to create “geo-fences” around their brick-and-mortar stores and other points of interest and embed that data into their applications. This enables Digby, and in turn the brand, to measure app engagement and events such as geo-fence entries and exits, store visits, UPC/QR code scans and other shopping oriented events including store visits. In the end, this enables brands to deliver better (read more targeted) messaging through the branded app.
“Multichannel retailers in particular should recognize that they need a twofold objective with their smartphone presences: enabling sales, but also serving store shoppers,”¹ stated report author Sucharita Mulpuru, VP and Principal Analyst, Forrester Research, Inc. “Because the primary use cases of mobile devices are to support multi-channel experiences (e.g., finding more product information in stores, identifying store locations), it is imperative to include multichannel sales influence in any mobile ROI estimates.”