Marketing 0

Level 2: Customized Interaction
The contextual marketing in its interactive format is multilayered.
Customers do not receive a direct call to purchase in the location-
based offers. Instead, they are given a chance to respond to the
location-based message they receive, and based on the response,
companies send another message, essentially creating a dialogue.
With this approach, companies can trigger customers to move to the
next step in the customer journey, from awareness to action, by
giving them the right incentives or the right offer. The benefit of this
approach is that customers will be more compelled to buy the
products, having gone through several interactions in a more
comprehensive journey.

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To make contextual marketing more interactive, companies can use
the principles of gamification. Shopkick, a shopping reward app,
collaborates with American Eagle and many other retailers to
provide shoppers incentives to move forward in their path-to-
purchase. The app incentivizes people every step of the way.
Shoppers get rewards by walking into the store, scanning a barcode
to learn more about a product, and trying on clothes in fitting rooms.
Consider another example from Sephora. The company makes
contextual marketing more interactive by allowing customers to
follow up on their location-based offers with in-store consultation.
The process starts when customers try Sephora Virtual Artist—an
augmented reality tool that allows them to see how makeup products
work on their faces, available online and in-store at a kiosk. When
they are nearby a store, they will be reminded to visit and book an in-
store consultation, making it more likely for the customers to buy the
products.