What’s the use of location data in a stay-at-home world?

The COVID-19 pandemic has changed consumer behavior patterns seemingly overnight. More people are shopping online for essentials to avoid unnecessary social contact, but also rewarding themselves with little “luxuries” that they can look forward to arriving on their doorstep. As a result, brick-and-mortar stores are changing their approach, introducing new products and suspending others.

With these drastic changes in consumer behavior that result from stay-at-home orders, marketers who have traditionally relied on location intelligence to inform their marketing mix are left to wonder, “What is location data supposed to do for me when no one is going anywhere?” What’s more, those who would have otherwise considered employing location intelligence might even question: What’s the point of adopting this resource in an increasingly virtual economy?

Location intelligence uses are evolving. Marketers have a new opportunity to use this data to quantify these changes to consumer behavior and inform how they adjust to new consumer expectations. Brands are already adjusting to the “new normal” by offering services like virtual events and contactless delivery. Location intelligence can make these efforts more strategic and efficient by enabling marketers at both offline and online businesses to connect with customers while they’re quarantined. To illustrate, here are just a few examples of how marketers can put location intelligence to good use.

SMOOTHER TRANSITION TO ONLINE BUSINESS PRACTICES

With fewer consumers leaving their homes, many traditionally brick-and-mortar companies are learning to conduct more of their business online.

For companies with physical stores, location data can help them take a look back and understand where customers traveled from and when they visited before the pandemic hit. With that knowledge, they can pinpoint how many delivery vehicles they may need and the most efficient delivery routes to reach all of their customers. That’s especially important now as retailers plan for an unconventional holiday shopping season.

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