An assessment of location-based mobile marketing on customer foot traffic: Evidence from a retail store in Kaduna.
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- NGN 5000
Background of the study
Location-based mobile marketing leverages geolocation technologies to deliver targeted promotions and advertisements to consumers in specific areas. This study assesses how a retail store in Kaduna uses location-based mobile marketing to drive customer foot traffic. By sending geo-targeted notifications, special offers, and personalized discounts when consumers are near the store, marketers aim to convert mobile engagement into physical visits. This approach integrates mobile technology with traditional retail strategies to create a seamless bridge between online promotions and offline shopping behavior (Adeniran, 2023). Research indicates that location-based marketing can significantly influence consumer decisions, increasing the likelihood of in-store visits and impulse purchases (Okoro, 2024). However, challenges such as privacy concerns, data accuracy, and over-reliance on technology may impede its effectiveness. The study will analyze customer traffic patterns, promotion redemption rates, and consumer feedback to determine the impact of location-based strategies on foot traffic (Chinwe, 2025).
Statement of the problem
Retail stores in Kaduna often face challenges in attracting foot traffic due to ineffective integration of mobile marketing strategies with in-store promotions. Despite using location-based tools, inconsistencies in message timing and privacy concerns may limit consumer responsiveness. This study seeks to identify the factors that hinder the conversion of mobile promotions into increased foot traffic and assess the overall effectiveness of location-based mobile marketing in driving store visits (Adeniran, 2023; Okoro, 2024).
Objectives of the study:
To evaluate the impact of location-based mobile marketing on customer foot traffic.
To identify challenges in implementing geolocation strategies.
To recommend improvements for boosting in-store visits.
Research questions:
How does location-based marketing influence foot traffic?
What obstacles affect the effectiveness of geolocation promotions?
What strategies can enhance the conversion of mobile alerts to store visits?
Significance of the study
This study is significant as it provides insights into leveraging location-based mobile marketing to drive physical customer visits for retail stores in Kaduna. The findings will help retailers refine their geo-targeted campaigns, thereby enhancing customer engagement and sales performance (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to one retail store in Kaduna and focuses solely on the impact of location-based mobile marketing on foot traffic, without addressing broader market trends.
Definitions of terms:
Location-Based Mobile Marketing: Marketing strategies that target consumers based on their geographical location.
Foot Traffic: The number of people entering a store.
Retail Store: A physical establishment that sells products directly to consumers.
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