Editorial
The Gist
- Enhanced consumer engagement. Geolocation marketing leverages location data to deliver personalized content and helps brands connect with customers.
- Seamless omnichannel experience. Using geolocation data lets companies create a cohesive, consistent experience across platforms.
- Composable technology benefits. A composable tech architecture supports geolocation marketing by integrating best-of-breed solutions.
Consumers today expect consistent, powerful and personalized omnichannel digital experiences — a veritable mandate that has digital teams trying to not only keep pace with content needs but also stand out and engage.
How can you meet this consumer desire? The missing piece for many organizations is geolocation marketing and localized, personalized digital experiences. Consider the fact that 81% of consumers in a recent CX study said they want personalized digital experiences, and 70% said it’s important for a company to know who they are and their history with an organization.
What’s more, nearly 32% of Americans spend a third of their time on their mobile phones, according to a 2024 eMarketer study. Companies are budgeting more than half their media spend on mobile advertising. Automated, custom content that leverages geolocation data can elevate omnichannel engagement, but technology teams must first have the right architecture in place to enter this new era of localized personalization.
Effective Geolocation Marketing Relies on Valuable Data
Geolocation data can improve personalized customer experiences across categories. Here are two examples:
- A sporting goods retailer delivers a personalized notification to a mobile app user, sharing a coupon for new gym shorts that the user previously researched on the app. The notification also shares that the shorts are in stock, in the user’s size and two aisles away.
- A credit card company has learned that a customer doesn’t respond to mobile app notifications. Instead, the company delivers a personalized email detailing that the card owner has rewards opportunities at nearby restaurants.
In both examples, unified data streams inform omnichannel content in real time. Yet, before customer experience teams get too far in how they innovate around personalization, they need to work with their technology teams to implement a flexible tech framework and make sure that data and content flow together effectively.
Related Article: 4 Ways to Infuse Personalized Marketing With Immersive Technologies
How Composable Platforms Enhance Geolocation Marketing
Composable technology is the foundation for how organizations innovate and how they localize and personalize content. In this sense, composable architecture best supports a company’s needs by providing more choice and flexibility in what solutions can be integrated into a tech stack. The combination of modern architecture and a composable mindset encourages collaboration among different teams and software companies, allowing them to evolve together over time.
More specifically, being composable means using microservices, API-first components, cloud-native SaaS solutions and headless tools to make sure that digital experiences are flexible and built to last. A benefit of a composable framework is that a company can implement a content management system (CMS) from one vendor that works in sync with a commerce platform from another. This is not ordinarily the case with a legacy solution, which can impact a company’s ability to add personalization.
Take the sporting goods retailer in the previous example. A legacy tech framework would require that the company attempt to add on a personalization solution, and the company might find that data is stored in silos and not informing omnichannel experiences in real time. By choosing a composable architecture instead, the sporting goods company can build a tech stack with best-of-breed solutions that work together from the start. This allows the company to integrate personalization as an organic part of the company’s strategy, not as a workaround.
Let’s look further at how composable architectures better support geolocation and personalization more than a legacy approach.
Transforming Mobile Experiences With Geolocation Data
During the recent MACH THREE conference, a large North American furniture retailer discussed the initial launch of its mobile app, admitting that consumers often downloaded the app but didn’t see the value in it and deleted it.
When setting out to revamp the mobile app in 2023, the furniture retailer implemented a composable tech architecture to deliver a new level of innovation in geolocation marketing. New solutions replaced the legacy architecture, and the company enhanced the mobile app experience to include features such as:
- Augmented reality: Providing mobile app users the opportunity to virtually see a piece of furniture in their location.
- Localized content: Sending personalized push notifications (such as offers on items previously researched) to app users while they’re in the store.
- Personalized messaging: Delivering custom content to loyal consumers, like an offer on a toddler bed to a shopper who previously bought a crib.
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The retailer said the new capabilities, powered by a composable architecture, put more control in the palm of the customer’s hand, increasing downloads, engagement and store traffic.
Related Article: Seamless Omnichannel Strategy: Best Practices for Customer Engagement
Geolocation Data Fuels Localization and Personalization Strategies
Geolocation and personalization bring omnichannel experiences and content into a new era of customer engagement. But, just as the furniture retailer above learned, a flexible and composable architecture needs to be in place.
Together, localized geolocation marketing and personalized engagements — backed by a composable architecture — will modernize how companies interact with consumers and help them achieve a sustainable competitive advantage.
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