Marketing has been taken over by technology, with endless and ever growing outlets of social media and digital discoveries. The only way for marketing companies to be successful is to create a venture with as little competitors as possible; something outside the norm in an area of technology that has not yet been discovered.
With the announcement of the two Singapore based companies partnership, Sprooki and YFind’s, we have seen just that. Except it raises the question of how far will competitors go to reach the highest statistics, even if it means having to track your every movement?
YPS (YFind Positioning System) is the indoor equivalent of the term GPS. According to YFind, just as GPS works by using satellite signals to locate the position of a GPS receiver, YPS uses Wi-Fi signals at any location to find the position of a mobile device. Sprooki is a marketing application that helps retail stores schedule promotions, sales, offers and events.
When a user turns on the YPS-enabled application, on their mobile device, it will first verify the GPS coordinates to identify the building the user is in. When combined with YPS, Sprooki is enabled to not only help retail stores market to their clients, but rather pitch them their products based on the shoppers bodily movements.
Depending on what type of clothing, shoes or facial products you visit the most and tend to walk near, marketing strategies will now be personalized by the way you navigate through the store. Sprooki is able to persuade shoppers to return to their outlet by sending offers and promotions based on the analyses from YPS.
This marketing strategy based on computerizing a person’s footwork could replace real life experiences between shoppers and retail associates.
This new partnership will take indoor and outdoor location-based marketing to a heightened level. But not without the cost of allowing a tracking company to measure your ever movement. In other words, your privacy could be lost.
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Edited by Brooke Neuman