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Mind the gap: How location data bridges the digital and offline customer experience

Tracking customers across digital and offline channels is a huge challenge for marketers.

According to a 2015 survey by Signal, six in 10 marketers say fragmented data collection is negatively impacting their marketing efforts. In the fourth of a five-part series from The Drum and Verve on Everything You Need to Know (EYNTK) about Location-Based Advertising, we explore how location data can help bridge the on and offline customer experience.

Consumers are increasingly relying on their mobile phones to research products and Forrester has predicted that mobile will influence $1. 4 trillion in offline sales by 2021.

They are also using brand apps more. According to a survey by the International Council of Shopping Centres, 71% of consumers admitted to having one or more retailer apps on their phones, while 74% said they access them at least once a week.

But as Ian James, general manager international at Verve points out in the episode, brands are continuing to "under-invest" in mobile – despite its potential to improve customer engagements. At the same time, they are also guilty of underestimating the power of real-world shopping: "In fact, 90% of sales occur in brick and mortar stores," he says.

He explains how location data can bridge the gap between the two and enable brands to personalise their creative messaging.

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