This article is brought to you by Arity.

On average, drivers make 2.4 trips per day—which means almost two and a half daily chances to build brand loyalty, according to mobility data and analytics company Arity.

Mobility data, which tracks where the customer has been, where the customer is going and how often the customer drives, opens a new world of data for retailers to use when it comes to building their marketing strategies, said Chase Davis, strategic solutions engineer at Arity. “Cultivating loyalty means anticipating the customers’ needs, every mile of the way. Mobility data allows you to do that.”

Here are three strategies to help build long-term loyalty through mobility data:

1. Predict their moves: Arity’s mobility data can help a retailer get to know when customers are traveling from home to school, or from work to the gym, and more. “With these insights on a customer’s lifestyle and routine, you can go beyond market segmentation and find the right moment to engage a person as they’re making purchasing decisions,” Davis said. In one Arity test campaign for a convenience retailer, the retailer incorporated predictive audiences as part of a mobile ad targeting strategy that achieved 12% conversion within just two days.
2. Intercept customers headed to a competitor: With mobility data, retailers can track how often customers visit their store compared to neighboring stores, giving them “near real-time insight into shifts in competitive appeal—whether driven by promotions, inventory changes or traffic patterns,” he said. “Then, Arity can help retailers activate that insight by finding the pattern to say that on this kind of day/drive, the customer is more likely to go to the other store—so the retailer can send a push notification to the customer to get them to come into their store instead of the competitor.” For example, if traffic is bad, a customer might be more likely to shop at a competitor’s store. With that knowledge, a retailer can connect with a customer as they’re in traffic with a promotion to draw them into their store instead.
3. Become a part of their routine: With mobility data, c-stores can anticipate adjacent routines—like when a customer goes to a gym and then stops for a smoothie or a coffee afterward. “With these real-world behaviors and habits, a retailer can align engagement routines with that customer to draw them into their c-store instead of a coffee shop,” Davis said. “For example, you could send a push notification about a deal on protein bars to a customer around the time they’re likely to be coming home from the gym.”

To learn more about how mobility data stands out from location data, check out part one of this two-part series brought to you by Arity.