Why Buyer And Seller Trust Is A Vital E-Commerce Metric

A question that often arises with the topic of online marketplaces is, “how do you determine their value?” These channels for multiple sources of product are lauded for their ironclad business models and money-making prowess which seems to be unstoppable. “The online retail industry in Europe is expected to be worth around 602 billion euros in 2017, which would mean e-commerce in Europe will grow 14 percent compared to the situation in 2016,” according to E-commerce News. But the bottom line isn’t enough to determine the big value picture.
Success for these centres of e-commerce means a keen awareness of metrics beyond the monetary, but more in the operational structure and how it creates an environment of mutual benefit for brand, buyers, and sellers. Probably the most critical glue binding these three players together is trust.
How do you determine trust levels in the e-commerce realm? Trust metrics can be calculated in a few ways:


A solid customer review system

A 2017 Bright Local survey discovered that “85% of consumers trust online reviews as much as personal recommendations.” Amazon is probably at the forefront of this process, including both commentary and a star rating system for each product on their website. Amazon also offered a Vine Program in 2007 which, “was created to provide customers with more information including honest and unbiased feedback from some of Amazon’s most trusted reviewers.” This was an answer to the growing trend of paid online reviewers and scammers turning heads towards specific items using glowing reviews. While bad eggs are a common problem in marketplaces with a broader influence, developing a transparent system in a business reliant on a community is always a good idea.

Review response

A study by Cornell University found that “failure to respond at all to reviews is costly. Results showed that organisations that did not acknowledge or respond to reviews and customer feedback experienced lower review scores and overall ratings.” The study recommended further that successful management means focusing on the most negative reviews. “Ratings improve more substantially in connection with constructive responses to negative reviews than simple acknowledgment of positive comments.”

Seller happiness

Third party sellers will have their product on multiple marketplaces, and the responsibility falls on the overseeing marketplace to make sure these sellers are always front of mind. The general complaint among independent businesses selling on global marketplaces is the high take rate. “The key issue with take rate in online marketplaces is the tug-of-war between maximising profit and keeping customers within the network,” says The Motley Fool. Consulting with sellers regarding take rates is a necessary procedure, since losing sellers and increasing buyers is a common chicken and egg issue facing online marketplaces. At the end of the day, having a balanced ecosystem of buying and selling is the goal of most online retailers.
Trust metrics isn’t something set in stone, merely a suggestion. Though it seems more and more that in e-commerce, value is determined in multiple ways but always controlled by the community that creates it.
Via: Amazon, The Motley Fool, Cornell University, Bright Local, E-Commerce News. 

Press Release: Freespee Appoints New CEO And CFO

Freespee, the leading customer communication platform has announced two new major appointments within the company, each of which will serve to support the on-going development and expansion of the business.

Anne de Kerckhove will take the position of CEO for the customer communication platform, which is currently the only technology available supporting businesses and their website visitors or app users to talk in real-time via any interface, typed or spoken.

Most recently CEO at Iron Group and Iron Capital, Anne has a proven record in scale ups and global growth acceleration in digital media, entertainment and e-commerce. She successfully led several innovation companies to hyper growth internationally including Inspired Gaming Group and Videology.
Anne has succeeded Carl Holmquist, Co-Founder of Freespee, who will retain his role as Chief Strategy Officer. Carl comments, “We are no longer a start-up from Sweden. We are a growth company with 5 international offices, headquartered in London. These new appointments are going to really help us grow and expand globally as a business and we are very excited about the year ahead.”

Anne who is also an angel investor in over 25 companies and a mentor to entrepreneurs and sits on the board of 7digital and 888.com said, “I am delighted to join the talented Freespee team. The company is already experiencing double digit profitable growth and I look forward to accelerating our deployment even more broadly across Europe and North America. “Our clients are at the centre of everything we do and we will continue to invest heavily in Freespee’s innovative product suite to continuously drive greater value for our brands and their customers.”

Freespee has also announced the appointment of Dominic Ely as CFO. Dom has spent 20 years in private equity, investing in growth companies across a range of sectors, including software and media.  He became CFO/COO of Zinc Ahead, a pharmaceutical compliance SaaS business, which grew rapidly before its sale to Veeva Systems in 2015.  In the last two years he has invested in and worked with a number of early stage SMEs and is a Non-Executive Director of Kudos Innovations.

Dom comments, “I am thrilled to be joining Freespee at this exciting time in its evolution. We’ll be building on the great achievements of its founders and am looking forward to working with Anne, a world class tech CEO.”

Carl Holmquist summarised the developments; “Building on our successes so far, Anne and Dominic will lead Freespee to pursue our mission: to give brands the tools to make every customer conversation impactful. These appointments put me back in my sweet spot – looking into the future and working out how we can build what our world leading customers need in the years to come.”

Contact Information:

For more information contact:
Pamela Badham – Pamela@manyminds.digital / 07825567808
Henrietta Lawrence – Henrietta.lawrence@freespee.com

• About Anne de Kerckhove:

• About Dominic Ely:

• About Carl Holmquist:


About Freespee:

Freespee is the only customer communication platform that allows businesses and their website visitors or app users to talk in real-time via any interface, typed or spoken.

Freespee’s customer communication platform is designed to turn more web visitors and app users into customers, driving more sales.

The customer communication platform enables online businesses to see their website visitors and app users, see the conversations being had with those customers and use them to trigger specific and relevant actions to help tailor the customer experience and drive conversion.

Freespee is trusted by some of the world’s leading businesses including Axa, eBay, Schibsted, Fiat, and Peugeot to enable millions of customer conversations every month.

The company, which has raised a total of $17.25m to date, was founded by Swedish software engineers in 2009 and is headquartered in London with offices in Uppsala, Paris, Düsseldorf and Barcelona.

How To Optimise The Most Vital Stage In The Purchase Journey

The buyer journey or buyer decision process was a concept first established by John Dewey in 1910. Dewey segmented the consumer experience into five stages, ending the journey at the “post-purchase stage” which contains within it a number of reactions, including “buyer’s remorse.”

According to social psychologist Harold Sigall via Psychology Today “social science research reveals that we are actually psychologically motivated to be satisfied with our decisions. On the simplest level, if our choices are informed by trustworthy data, we increase the chances of good outcomes.”
What is trustworthy data in digital enterprises? When it comes to customer interaction, data is anything communicated to the buyer to influence a decision or maintain a brand reputation. When Amazon shares their customer reviews, its expected that these are legitimate buyers vetted by the online retailer’s technology.

Trustworthy data is something many digital brands aim to offer their customer pool, though sometimes it’s at the wrong time. Amazon seems to have it right. In this blog, we’re focusing on the stage of a buyer’s journey that is essential for maintaining a company’s consumer community, the review portion or the post-purchase phase.

Why it counts

The consumer process has accelerated as technology has progressed, the decision-making phase is much quicker thanks to a reliance on mobile tech for purchase decisions, it’s just easier to buy products now, with one click the choice is made.

“The 2016 Mobile Path to Purchase study showed that 56% of people who research products opt to make a purchase decision – online or offline – within the hour, and overall over 70% want to be within 5 miles of a physical store,” writes Fresh Business Thinking.

After that point is a crucial time, because this is an opportunity for brands to enact a whole new line of communication and reassurance with a consumer, this is the moment to create a brand ambassador.
“Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle,” writes Lori Wizdo for Forrester.

So how do you keep the love alive when it’s all said and done?

Optimising the last stage

In this day and age, the best way to maintain the buyer pool after the fact is to have the right technology and use it in a way that makes that final decision feel supported. This means following up, seeing every prospect whether they buy or not as an opportunity is always a good shout, and sending automated SMS notifications post-purchase is a great way to keep cultivating that relationship.

Another way to maintain the connection is to increase the level of support channels, keeping in mind the multiple screens used by people these days. Make sure there is always a way for a prospect to reach out. Using segments is also important for the post purchase stage, if a brand is aware of exactly who is patronising their product and adapt responses accordingly — a soft touch can mean a favourable review at the end of the day.

Better yet, including the buyer in the company process by asking about their experience is also beneficial — feeling heard by an enterprise you just gave your hard earned cash could aid in a brand’s longevity.

An IBM survey discovered that, “63% of respondents indicated that a positive post-purchase experience is likely to very likely to overcome a poor pre-purchase experience.”


Nothing lasts forever but when it comes to customer satisfaction, you kind of hope it does. In summation, keeping the lines of communication open even after a transaction might be the best way to go the distance.

Via: Fresh Business Thinking, ForresterPsychology TodayIBM.

Hackathon: The Popularity And Impact Of This Community Builder

Freespee recently held an internal hackathon in the spirit of collaborative computer programming, the event took place in Uppsala, Sweden and was a resounding success. In that vein, we wanted to delve further into the growing popularity of hackathons and their impact on our digital world.

What is a Hackathon?

Hackathons or codefests are collectives where experts and students in technology and business development cooperate to solve a problem in multiple ways, all while working with developers from around the world or within their own company. The event has become so popular that even the Vatican held their own 36-hour hackathon this year. Called VHacks, the goal was to bring together 120 students from 30 countries to “address issues of social inclusion, interfaith dialogue and the challenges facing migrants and refugees,” according to Vatican News.
While the term “hack” has negative connotations due to its association with breaching security systems, in the hackathon world, it comes with no malicious intent and merely means to reprogram a system for more useful endeavours cleverly. It’s about exploring within legal parameters — not trespassing.
The benefits of hackathon are multitudinous; it creates an opportunity for developers to build technology over a set period while absorbing multiple perspectives. It also helps build a bridge to the developer community. According to Hackworks, “For companies whose competencies lie in providing technology solutions, hackathons help establish two-way conversations between those that develop the technology (APIs, APKs, data sets, etc.) and the people that use them.”
They are also great indicators of where the industry is focusing their energy the most, right now one of the most popular topics in the hackathon sphere is Artificial Intelligence. One upcoming hackathon taking place in Vancouver this month is looking at prototyping technology for use on a “new earth.”

Freespee’s Hackathon

At Freespee, “we split into three teams of 6 – each composed of Front End, Back End, Ops, Product, and Design – we set out to solve a real-world problem on the blockchain,” said Freespee Senior Product Manager and Hackathon organiser Heather Baden.
The teams each developed highly effective programs, apps and more to alleviate problems with temperature, workplace morale and missing keys – all using Bitcoins lauded inventory system, the blockchain.

The successful team received prizes and created a program that could make daily life a whole lot easier.

Famous Hackathon Creations

Hackathons have been in existence for nearly 20 years, starting in 1999 when the term was first coined at an OpenBSD event in California. Since then, these tech community bonding get-togethers have produced some well-known products and apps that we all know and use frequently. Pedram Keyani, former director of engineering at Facebook wrote in a blog post in 2012 that many Facebook features came from hackathons. “Some of our most-loved products started at hackathons, got props at prototype forum, and made it to your computers and phones, including Video, the Like button, Chat, Hip-hop for PHP, and even Timeline,” he stated.


Hackathon events are only growing in number each year, with thousands taking place in countries like the United States, the UK, and Australia. All with the aim of enhancing and accelerating the systems we use every day.
Via: Vatican News, Hackworks, Facebook. 

Anne de Kerckhove: Freespee’s new CEO joins us on International Women’s Day

international women's day

I am incredibly excited to be joining Freespee as CEO.

It’s always wonderful to lead a very talented team of many backgrounds and nationalities.

What perfect timing: I join on International Women’s Day. I have worked hard over the last few years to promote diversity at all levels of organisations: mentoring and financing female entrepreneurs, coaching women to join boards and helping men and women from all backgrounds and skills succeed in fair and equal environments.  Diversity is an essential success factor of any company. And anybody with common sense finally recognises that. But we still have a long road to equality of gender, ethnicity, backgrounds, particularly in the Tech and startup world.

I have a confession to make: I am a tech startup addict.

Over the last 15 years, I have helped lead 5 tech start-ups to profitability and IPO.

I don’t have a pension plan or big savings: I reinvest all my money into the next generation of talent and innovation. I have personally invested in over 25 new tech companies and set up and invested in 3 tech early-stage funds. I mentor over 10 founders a year, as a way of giving back to our startup community. I am one of the few female executives in the UK to sit on 2 public company boards in the tech and gaming space.

I love it.

It’s as exhilarating today as it was when I started. In fact, it’s more exciting these days. AI, Bots, big data, UI/UX, virtual reality all enable us to create amazing new immersive and personalised experiences for customers in B2B and B2C.

I did not start up as a natural candidate for tech startups. Both my parents were diplomats and far removed from tech businesses. But my brother was a child model and with his earnings at 8 years old, he bought our first Apple computer. We played every game possible for weeks and then we took the computer apart out of curiosity. I was hooked from that day onwards. Our household was littered with decomposed computers and games over the years.

My mother always worked and made it to the top of her profession, having come from a very modest background where her schooling was stopped at age 14. My sister and I had a natural role model at home. We never questioned whether we could be leaders. We thought all women were naturally designed to lead. My sister was fearless and left the house at age 7 to pursue her career as a dancer. She became a prima ballerina and choreographer by the time she was 19.  Role models are so important. They drive our behaviour.

At 17, I set up my first company: a travelling theatre troupe whilst studying at McGill University. That’s how I made money to travel around the world and live my passion for discovery and new cultures.

Then I became a banker…Can you believe it? In fairness, it was a fantastic learning experience and I was surrounded by great mentors. One, in particular, noticed that I was always asking too many questions. He realised I was not fascinated by finance but by what we were financing. He transferred me to a new project and innovation financing division. It was amazing. Our role was only to finance things that had never been done or created before. I was surrounded by entrepreneurs and innovators in small and large companies.

I quit banking with his blessing and support and joined the camp of the MAKERS.

I have never looked back. It is very important to understand your true nature and your passions and to work in an environment where you can embrace them every day.

At Freespee, we are at the Inflection Point: when a company has found its market fit with a unique and superior product and is facing double-digit growth. It’s such an exciting time for us.

Our challenges will be to manage this hyper growth effectively:

We must stay true to our company DNA.

We must continue to recruit only the best.

We must continue to innovate to stay ahead of the curve.

We must continue to have our clients at the centre of everything we deliver.

We must empower our clients to have greater conversations with their customers.

We must continue to foster a culture of integrity and impact, of innovation and risk-taking and a culture obsessed with our clients and their businesses.

We must continue to grow the diversity within our business and promote young talent from all backgrounds.

We must push forward the best engineers, the best salespeople, the best customer service teams through constant training and empowerment.

We must drive a culture of joy and success amongst our teams and our clients.

We must create a culture where extraordinary things happen.

This is one of the biggest trends in tech currently across the world, pushing the boundaries to deliver the unimaginable. It’s not about a specific continent or country leading the startup scene.

From Elon Musk taking us to Mars, to Xavier Niel creating the world’ largest incubator in Paris: great people are making extraordinary things happen.

They refuse to believe in barriers and limitations. That’s the next generation of tech start ups and Freespee will be part of that.

Extraordinary requires risk. Risk requires diversity. Surrounding yourself as an executive or founder by people who think like you, who look like you, who come from the same school and neighbourhood as you, who share the same skin colour means you will never push the boundaries.

Worse – you will probably create a culture of exclusion and inequality, whether you wish to or not.

Creating true equality in Tech firms will require us to be courageous and bold, to stand up for what’s right, to make our common voices heard. Change won’t just happen. We men and women leading the tech world will make it happen.


Learn more about Anne on her blog here. 

Women In STEM: Organisations Building A Future For Female Coders

“Code is the next universal language, in the seventies it was punk music that drove a whole generation, in the eighties it was probably money — but for my generation of people software is the interface to our imagination and our world,” said Linda Liukas, a Finnish programmer who left a cushy job at Codecademy to develop a children’s book aimed at teaching little girls (4 – 7 years) about coding and tech.
Called Hello, Ruby — the illustrated book, named after the programming language was authored and mocked up by Liukas herself, going on to raise hundreds of thousands in funding. Since then she’s released more titles in the “Ruby” series to promote further the need for getting girls into tech as soon as possible.
Liukas isn’t the only STEM enthusiast to push these topics on future generations; there are numerous organisations in existence and forming that are intent on creating a space for women in tech. Here are a few worth a mention:

Girls Who Code

Founder Reshma Saujani introduced Girls Who Code to the world in 2012 as a way to teach young women how to master computer science. “The technology field is where new jobs are being created, and if we want to increase opportunities for women and girls, it has to be in that field,” she told Time. Her US-based non-profit includes a 7-week Summer Immersion Program, 2-week specialised Campus Program, after school Clubs and a 13-book series. So far, “88%​ ​of​ ​alumni​ ​have​ ​declared​ ​a​ ​CS​ ​major/minor​ ​or​ ​are​ ​more​ ​interested​ ​in CS​ ​because​ ​of​ ​Girls​ ​Who​ ​Code,” states the website.

Rails Girls

The brainchild of Hello, Ruby’s Linda Liukas, and Karri Saarinen the Finnish workshop gets its name from the web application framework Rails and began in 2010 as a workshop program but has grown into a global non-profit volunteer collective teaching coding to girls in countries like India, Romania, and Uganda.

CodeFirst: Girls

This social enterprise, founded in 2014 is focused on eradicating the barriers put before women pursuing a STEM education. “We want to change society and the face of the UK economy by teaching 20,000 women how to code for free by the end of 2020,” states the website.

Girls in Tech

A global non-profit geared towards helping women quickly advance in the STEM field. Girls In Tech was created by Adriana Gascoigne, a former tech executive, and current activist and entrepreneur. She started GIT after noticing she was the only woman in a company of 50 people. One of their notable events is “Hacking For Humanity,” a year-long endeavour that debuted last year with the intention of creating something that could help humanity. The winners were a hackathon team in Melbourne, Australia who created an online tool to make it easier for families to find missing loved ones. They were awarded a prize of $2000.00. Since its formation more than a decade ago, GIT has accrued 50,000 members in 60 chapters worldwide.

Code Like a Girl

The Australian company runs workshops throughout the country to bring together girls interested in the tech sphere. Speaker events like “Programmed for Success” include stories of women who have defied the odds in the STEM world.
These are only a few of the many companies created to create a space for women in tech. Despite these groups being primarily for the female sect, they also invite the opposite sex into many of their projects. Indeed, their purpose is to promote inclusivity in the industry and avoid gender favouritism. Let’s “code-exist” happily.
Via: Forbes, Time, STEM, TEDX

Women in STEM: Catching Up With Front End Developer Lisa Hjärpe

There is still significant headway to be made when it comes to women participating in the STEM space, but we’re inching closer. According to a survey of over 14,000 professionals from HackerRank, the gender gap for women learning to code is shrinking — 33 percent of women under the age of 25 are more likely to study computer science when compared with women graduates in 1983. Still, despite this upswing women in the field are more likely to hold junior positions. “There are signs of progress,” says HackerRank but its down to those in higher positions to drive it forward.
 
Freespee: Hey Lisa! So what do you do for Freespee?
Lisa: I’m a frontend developer in the talk squad.
Freespee: Who is your STEM idol? Who do you look up to in the industry and why?
Lisa: Lydia Winters at Mojang. She inspired me to go my own way and not be afraid to take the big step and educate myself towards an entirely different career. She is tough in a male-dominated industry and goes her own way. Also, she created a job that didn’t exist at Mojang before she joined them. Brand Director and Director of Fun.

Freespee: What has been your overall experience as a female developer?
Lisa: My experience is that it is easier to get a job if you are female since it is a male-dominated industry. Many companies want more female developers in their teams. That being said, I have also noticed that if a company struggles and they have to let employees go, women are sometimes the ones made redundant first. But overall I think it is favourable to be a female developer. It’s always good to make a working-place more equal.
Freespee: What advice do you have for future developers?
Lisa: It is never to late to get into the tech industry. I was 34 when I gave up my work as a saleswoman at the newspaper Upsala Nya Tidning. I wanted to do something more creative and became a student at Medieinstitutet in Stockholm, with the goal of being a Frontend developer. It was hard since I have two kids that needed my attention when I was home. But if you really want something you can do it.
Freespee: What dev communities are you a part of?
Lisa: The girls in my class have a Slack group, where we help one another. Geek Girl Meetup Sweden, the Code Pub Stockholm and other developer groups at Facebook.
Freespee: How do you feel about the multiple coding groups targeted at women in a city like London?
Lisa: I think it’s good. The more, the merrier. Women need role models in the coding world, and we also need to help and boost each other. These groups are a way to make more women interested in a career within development.
Freespee: What are, in your opinion, the most effective ways to create an inclusive environment in the industry?
Lisa: Of course to hire people with different backgrounds and values. That is why I really enjoy working at Freespee. We are a great mix of people having fun together.
Via: Hacker Rank, Cision. 

Interview With Cloud Operations Engineer Alaa Rahimi

Freespee: Hi Alaa! So tell us more about what you do for Freespee?
Alaa: Hi. In this position, I am responsible for managing our cloud infrastructure, contributing to the expansion of our telco network, while helping developers and support in the issues regarding Freespee services.
Freespee: STEM week is here, as an engineer and a woman in tech, who is your female STEM idol?
Alaa: Well, this is a hard one! I would say any female who succeeds in the tech world is a role model for me. However, to be precise, I could say Lise Meitner is a female idol of mine. I know that despite being criticised and mistreated due to her gender and religious belief, she didn’t give up. Ever since I was a teenager and found out about her life story, I realised that in STEM world; the most important thing is to concentrate on your goal and never stop, follow your dreams and trust yourself.

Freespee: What is the industry like for women in the cloud operations field?
Alaa: I would say this is one of the fields in which I don’t see many women involved. But I’m very optimistic, and I believe women can perform any STEM job as well as a man — sometimes even better! Usually, operations jobs include more responsibility in every position and demand more care and patience in the role. Cloud operations could even be more challenging since it requires background and knowledge of cloud computing. I’ve seen female in tech who avoid this field due to these criteria. I strongly encourage all girls in IT to join this field because even though its challenging, it’s very fun and you can work with different aspects of technology.
Freespee: What do you enjoy most about what you do?
Alaa: I get excited when I work towards implementing new ideas. The fact that I can combine cloud operations with telecommunications makes it even more interesting. I’ve studied  communications, networks, distributed systems, and telecommunications. Now I can use the technology which is built upon all these subjects. IT is rapidly advancing, and this creates twists and challenges which inspires my curious mind to continuously learn and build new structures.
Freespee: How can we create an environment of inclusivity in the tech world?
Alaa: Women could be good representatives in STEM by encouraging other female workers to join the tech world. I could say we have already started to create such an environment in Freespee. I was the only female engineer for some time, and now that I see more women have joined Freespee I am happy and certainly proud to be part of the team! The movement has started from small-medium sized companies in many countries where gender equality is part of their culture. Moreover, I am aware that in some firms there are particular laws for hiring women. But this can only happen if women themselves are interested in being involved in the technology.
Freespee: A survey recently revealed, teenage girls aren’t interested in tech jobs due to a lack of self-belief, what are your thoughts on this?
Alaa: If women don’t step up themselves then, around half of the population in STEM, who are talented and educated cannot participate in this era. This leads to the lack of professionals with the necessary skills in STEM areas. I feel that teenage girls have more self-belief in comparison to the time when I was a teenager. Even though self-confidence in women has increased during the years, there is still a long way to go, and I’m optimistic that someday in STEM gender will not be a criterion for any job or position in all over the world. This could lead to more self-confidence not only in teenagers but also in all women of any age.
Freespee: What are you most excited about regarding tech development in the next few years?
Alaa: I’m super enthusiastic about cloud to the edge developments and conversational platforms. Both of these areas are very interesting and make me excited. The fact that shortly we can decentralise most of the computing power across multiple edge devices makes the server implementations a lot different. Conversational platforms are also getting more challenging, the interaction between human and smart devices, speech to text, webrtc, and similar technologies have made life easier for consumers, and at the same time in STEM world this has made new opportunities to implement new ideas, and this has opened a whole new development era in Tech.

The Benefits Of Geolocation For Predicting Behaviour

Google recently announced a plan to test new geolocation technology in emergency response systems, so that 911 services in selected American states could get to mobile users in distress a lot quicker. “Google tested its new system across parts of Texas, Tennessee, and Florida covering about 2.4 million people. The test took place in December and January and was apparently only for people using Android devices that called into 50 different 911 call centers in those states,” stated Hot Hardware. 
Companies like RapidSOS who participated in the test claimed that “the data sent by Google was more accurate with a radius of 121-feet around the caller, rather than the 522-feet typical of data sent by the carrier.”
Geolocation technology like Google’s has become a standard feature in many industries from e-commerce to law enforcement. Since a majority of today’s society exists online, using a device’s GPS to help with things like shopping, mapping, and even our well-being is just another way to make life easier for we humans. When it comes to customer service, geolocation is a handy tool that many marketers swear by,
“Every advertiser has an understanding of where consumers are located through their devices translated as specific GPS coordinates,” Jim Kovach, vice president of business development at CrowdOptic told Fortune

Location history is an excellent indicator of customer behaviour and a useful predictor of how to keep them happy. Here are a few ways to do that:

Geotargeting for better segmentation

This is a useful method for zeroing in on where a customer base will usually be, knowing ahead of time where a prospect plugs in is another way to enhance personalisation. Geolocation tracks by IP address and connected to that is a range of data which aids in targeting ads specific to a customer’s location. “If a user from a high-income neighbourhood visits a car dealer’s site or clicks on a paid search display ad, that consumer may be directed to a landing page displaying a luxury vehicle, while consumers located in a lower income area may be targeted with a deal on an economy vehicle,” writes Search Engine Land, This knowledge can also help segment customers in a brand’s database for the after-purchase phase when retention comes into play.

Bridging the gap between online and offline customer data

We’ve reiterated this fact, but connecting digital brands with their on-the-ground vendors is essential for increasing the bottom line. One way to do that is to join mobile ads with brick and mortar campaigns. Unilever is a good example of this. Their ice cream brand Magnum saw great success in Ecuador when a mobile banner ad invited customers to create their own ice cream and pick them up in store. According to Mobile Marketer, “Magnum saw 14 percent in-store sales increase and claims to have doubled the world record of ice-cream bars sold in a store on a single day.” Another method for geo-tracking online to offline behaviour is by using a feature like Google’s AdWords. This system allows for a more granular scope of customer location possibilities, such as TV regions, airports, cities, departments, municipalities and more.
All in all, geolocation is a useful way to stay technologically adept and produce relevant marketing which many customers respond to positively.
Via: Search Engine Land, Fortune, Mobile Marketer, Hot Hardware.