Miao Street enables bricks and mortar stores to reach pre-qualified netizens in their vicinity
The new Miao Street app, pioneered by Chinese e-commerce giant Alibaba, allows stores to reach shoppers based on demographics or location, provided said stores accept Alipay as a means of payment.
The app is the latest push into the coveted online-to-offline channel, which describes the practice of linking online users to physical locations or points of sale.
Hangzhou, where the company is headquartered, is the testing ground for Miao Street. The app also tells consumers about parking availability, discount coupons, special offers and even helps them locate amenities at malls - such as escalators, ATMs and restrooms.
Stores using the service also have the option of installing beacons that communicate with smartphones and can also link up to social media, giving consumers useful information on products and services and shops valuable data on their potential customers.
Early trials with McDonald’s have already generated positive results. The fast food company sent two million free sundae coupons to women aged 18-35 who were within three kilometers of a McDonald’s restaurant. Within 20 days 32% of recipients redeemed the coupon. McDonald’s also gained one million additional followers on its social media account as a result of the campaign.
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