Introducing Places: The Best Way to Create Location-Specific App Engagement




Today we are pleased to announce the launch of Places, our new geofencing product. Places allows customers to:

  1. Send real-time push notifications to users the instant they enter or exit a specific location, even if a user doesn’t have the app open.

  2. Analyze data on geofences, paving the way for a new array of data-driven insights on physical locations and user behaviors.

We are really excited about Places, as it’s been one of our most commonly requested features over the past few months. That’s because our customers understand that app users are demanding a more and more personalized app experience and tailoring content to a user’s location is a key part of delivering this sort of customized engagement.

Places will enable customers to do some very unique things, such as:

  • A fashion retailer can send a real-time push notification promoting this week’s newest styles to users the instant they come within 100m of a store.

  • A music streaming app can send an in-app message with a custom playlist for everyone who attended yesterday’s concert.

  • A running app can create more detailed user profiles by analyzing what sorts of events users have attended. For example, users who attend a triathlon could be qualified to start receiving triathlete content and promotions.

  • A news app can use Places data to determine which potential billboard locations will be seen by the highest number of users and then track impressions for their OOH ad campaigns.

Places is a powerful tool that gives customers dozens of potential ways to make their app more relevant and engaging. In fact, one of the most exciting things for me has been hearing customers come up with creative new ways to use Places on the fly as we describe it to them.


Wait, what’s a Geofence?


Geofences are virtual fences placed around real-world locations. Most often, geofences are relatively small and put around specific buildings, but they can also be very big, to the point that they can cover entire countries. When a user enters or exits a geofence, the geofence acts as a trigger. With Places, that trigger can be used to display a push notification or to fire an event tag that is used for location analytics.


What Makes Places Different?

Although there are options available when it comes to real-time, location-specific push notifications, Places has a combination of features that makes it the most comprehensive offering in the market.

  • It’s an integrated part of the Localytics platform. That means customers can merge Places data with all their other user information to build hyper-targeted audiences. They can also analyze the data to understand their users at a deeper level than ever before. Because Places is tied to all of Localytics other data, it's easy to do things like, “Send this Places campaign to users with unspent store credit, who are highly likely to convert, and who have walked past one of my stores more than 3 times in the past 30 days.”

  • For existing Localytics customers, there are no extra SDKs to install or dashboards to learn, which will be a relief to your dev. and marketing teams.

  • With the location analytics available through Places, customers can evaluate geofence performance with metrics like foot traffic, dwell time, and more. To engage users, customers can target push, in-app, inbox, or email campaigns at users who have been in a specific geofence in the past, or send push notifications in real-time as they enter or exit the defined location.

  • While other geofence offerings have a limit of around 20 geofences per campaign, Places gives customers up to 10,000 geofences. And, customers can include as many of them as they want in each campaign they build. Because our platform supports so many geofences, we have included labels to organize and group geofences, making it possible to add hundreds or thousands of geofences to a campaign with one click.

Places brings a whole new level of capabilities to Localytics and your mobile engagement strategy. If you want to learn more, click here or ask our Sales Team for a demo.