Leaders like REI, Rabobank, and Walmart are using mobile location to boost the performance of their apps. You can, too.

Here are five compelling use cases:

LOCATION EVENT
Location events provide essential insight to guide feature enhancements, content development and marketing programs.

locationevents

Image credit: Bruno Sánchez-A Nuño, licensed under Creative Commons

Fly Labsfly wants to identify places that users record lots of video, such as scenic lookout points.

Users in proximity to those locations will receive a local notification — to make sure that nobody misses the opportunity to get a great shot, and ultimately increase engagement for Fly’s apps.

LOCAL NOTIFICATION

A generation or two ago, when work schedules were more uniform, most Americans sat down to dinner at the same time. Today, meal time could be 5pm just as easily as it could be 7pm and it could be eaten at home or out. With mobile location, your app knows the difference and you can message appropriately.

rei Ahead of the 2014 holiday shopping season, REI tested response to notifications sent to users who’d been near a REI store in the previous 3 months. Users were notified of local events like an in-store GoPro training class.

“Response to these notifications were four times greater than its non-targeted messages.” 1

ticketalertImage credit: Marketingland

RICH MESSAGE

HangIt can display a rich message to users who swipe a notification. Rich messages are HTML5 formatted so that full web applications can be delivered, including embedded audio and video.

2014usopenThe United States Tennis Association achieved a 32% conversion rate on a last minute ticket offer made to its app users. 2

The offer combined a push notification and a rich message including video and a button to “Buy Tickets Now.” Recipients were targeted based on current proximity to Billie Jean King National Tennis Center in New York, previous presence at the venue and having previously checked for tickets in the app.

DEEP LINK

From either a rich message or local notification, app users can be deep linked back into your app.

rabobankUsers of Rabobank’s My Order can pay for parking with the app, but many didn’t. Rabobank increased awareness and usage of this feature by sending a notification when users entered a participating location (eg, city, neighborhood).

Forty-three percent of recipients swiped the message to open the app where a further twenty-nine percent entered a license plate number and a parking booth number to start parking.3

myorder

Image credit: MyOrder BV

APP TRANSFORMS
Location events can also be used to transform an app, offering location specific content or features.

walmartApps from Walmart, Lowe’s, and Dick’s Sporting Goods use proximity to a retail location to trigger an in-store mode.

Walmart’s in-store mode is “aimed at keeping Walmart shoppers buying from Walmart, even when what they want isn’t in the store and a rival outlet is just a few taps away in the palm of their hands.”4 In-store mode allows users to find items by their aisle location, browse the store’s local promotions, and use Savings Catcher to compare prices with local competitors.

walmart_app

Image credit: CNET


DOCUMENTATION FOR DEVELOPERS
REFERENCES:
1, 2 Understand The Seismic Shift To Mobile & Make Peace With The Ghost Of Christmas Future   Marketing Land
3 How Rabobank prompts consumers to use its app to pay for parking   internet RETAILER
4 How Walmart is going all out with mobile   CNET