3 Essential Building Blocks of In-store Retargeting

Jarno Marin

Example environment for in-store retargeting

In an earlier post, we discussed what in-store retargeting is and how it provides substantial value for retailers. I’m sure that you still have questions like how to get started and what does the in-store retargeting require in a technical sense.

The most relevant building blocks of in-store retargeting are:

  • Automated in-store mobile marketing platform
  • Indoor location technology and Bluetooth beacons
  • Smartphone application & SDK

1. Automated in-store mobile marketing platform

For managing in-store retargeting, a solution to automatically handle retargeting and all the associated information for each individual is essential. In practice, this means a flexible platform that has various capabilities and support for large amounts of data.

The platform must have the capability to provide analytics for identifying customer behaviour patterns in-store and for measuring the effectiveness of retargeting. The use of these analytics also requires a robust, easy-to-use and visual dashboard with various tools. The platform needs to integrate rich customer/loyalty profiles or online account information for getting essential background information for retargeting. Integration to location-based triggers also has to be in place for doing retargeting in a timely fashion and within the right context. Finally, the platform needs a rules engine for managing the location-based triggers and the retargeting content sent to each customer.

2. Indoor location technology and Bluetooth beacons

For getting the data points needed for identifying in-store behaviour patterns, an indoor location technology needs to be in place. The light and flexible WiFi based solutions are typically the best solution for this. Bluetooth beacons are the best solution to location-based triggers because they provide good accuracy, they are an easy way to trigger content in mobile applications and their deployment is light and easy.

SEE ALSO: Bluetooth Low Energy + Apple = iBeacon

3. Smartphone application & SDK

For delivering the retargeting content to the customers in a fluent way, a smartphone application, that makes a good use of the in-store mobile marketing platform and the location information it provides, is needed. For this integration the platform needs to provide a robust mobile software development kit (SDK), that makes the indoor location capabilities easily available for mobile applications. In an optimal case, this application is linked to the loyalty programme and provides a wide set of features, such as catalogues, wish lists and information of product availability.

Other technical solutions such as POS integration provide additional value for the overall solution, but are not necessarily needed for converting the powerful tools from online to offline and for providing true omni-channel experience to your customers. Regarding this I recommend you to check our recent post about key indoor location technology for airports and retail. There you'll find a more detailed list of technology needed for modern in-store marketing.  

Get started with in-store retargeting by contacting us about setting up a system for automated in-store mobile marketing.

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Walkbase provides a retail analytics solution for improving the impact of marketing on physical stores and personalising in-store shopping experience.