The launch of iBeacon and geolocation tech has changed the way stores communicate and engage with their customers. According to Google, 82% of smartphone users turn to their phones when not sure about their shopping decision. Google even introduced a special term “micro-moments” (and “micro-moment marketing”) to describe purchases made on the spur of the moment. In practice, it means:
- location-based advertising
- analyzing in-store behavior
- sending push notifications with coupons and personalized offers
Taco Bell takes it one step further. They allow users to order food while they’re on their way. When the users (and their smartphones, of course) approach the restaurant, they serve the food hot and steaming. What’s more, in partnership with Lyft, they now can direct the users to Taco Bell’s drive-throughs. This helped to significantly increase sales.