Location marketing provides the direct access to the target audience of the product or service, taking into consideration the location of potential customer. Many companies succeed due the creative and innovative location ads. Van Leeuwen Artisan Ice Cream is among the ice-cream brands, which implements interesting approach in order to engage more clients (Van Leeuwen Artisan Ice Cream).
The stores of the company are situated in New York and Brooklyn. As far as the production is not unique, it is popular only among locals, and people form other cities will not go to New York in order to taste Van Leeuwen’s ice cream. That is why the company pays much attention to the analyzes of local information. Its marketing is based on direct approach to the customer, who is not far from the store. The company checks the geolocation and sends him or her ads with deals and offers. For this reason, Van Leeuwen Artisan Ice Cream uses the PayPal system. The customer has to install PayPal at his or her mobile and then the number of offers will be displayed (Johnson, 2014). In June, the company gave $5 offer to customers, which engaged many people. Now about 5% of sales of the company are provided via smartphones (Johnson, 2014). In addition to special offers, Van Leeuwen included an option to order the ice cream via the apps.
Despite the fact I did not experienced Van Leeuwen Artisan Ice Cream’s location marketing because I just know this ice cream store, I think it is a great possibility for the company to develop its market share and deliver ads directly to the customers. In my point of view, such strategy is advantageous to the companies like this one.
Johnson, L. (2014, July 18). New York Ice Cream Shop Sees 5% of Sales Via Mobile Payments. Retrieved February 25, 2015, from http://www.adweek.com/news/technology/new-york-ice-cream-shop-sees-5-sales-mobile-payments-158993
Van Leeuwen Artisan Ice Cream. (n.d.). Retrieved February 25, 2015, from http://www.vanleeuwenicecream.com/?page_id=15