In this episode of Talk Commerce, we explore the world of geofencing with the dynamic duo, Barbara Wardell and Ernesto Caleri, co-founders of Kalari & Wardell. They share their valuable insights on how to use location-based marketing to attract customers, drive foot traffic, and outperform your competition. Get ready to unlock a powerful strategy that can transform your business!
Geofencing: A Powerful Tool for Small Businesses
“We started this company in the middle of COVID to help small businesses recover foot traffic,” says Ernesto. He explains that geofencing is a technology that utilizes the relationship between smartphones and satellites to create virtual fences around locations of interest. “When someone walks into a competitor’s store, we can send them an ad to your store.”
This tactic is particularly relevant for industries like restaurants, laundromats, and even niche businesses like mezcal brands. Ernesto emphasizes that the power of geofencing lies in its ability to track satellite-verified visits. “We do 5,000 satellite-verified visits a month across the US, Canada, and Australia.”
Democratizing Geofencing for Small Businesses
“We asked the question, what will it take to bring this technology to small businesses?” Barbara explains. Their answer was a revolutionary approach to geofencing, making it accessible for even the smallest businesses. They honed their strategy in the laundromat industry with a budget as low as $1,000 a month. “We were able to drive over 1,000 visits to one laundromat owner in the Carolinas with about 30 locations.”
This success story propelled them into new verticals, including private aviation, apparel, and even the alcohol and beverage industry. “We’ve been able to bring it to other verticals as well.”
Beyond Retail: Geofencing for Services and B2B
Ernesto and Barbara emphasize that geofencing goes beyond retail. “We can do B2B, which is retail. We also do services. We also do track website traffic.” They highlight examples like vacation rentals and retreats where geofencing can be used to target people in a broader geographic area. “We can look at neighborhoods in New York City, neighborhoods in Staten Island, neighborhoods in Florida. We can see where people are actually coming from and we can send ads to consumers like that even if they’re not living within driving distance of a location.”
Privacy-Focused Approach: Anonymity and Data Protection
One of the key concerns with location-based marketing is the perceived creep factor. Barbara addresses this concern directly. “Your device becomes anonymized, unlike with Facebook and other platforms.” She emphasizes that Kalari & Wardell prioritize data privacy and use a clean-room approach to anonymize users. “We actually do protect consumer privacy.”
The Future of Commerce: Hybrid Models, Data Accuracy, and Human Connection
As we move forward into 2024, Barbara believes the future of commerce lies in a hybrid model. “I think we’re going to go a little bit back to old school as well as integrate.” This means a balance between online and offline experiences.
Ernesto echoes this sentiment. “The world’s best visual models do not create faces that resonate with people just yet.” He believes that while AI is a powerful tool, it can’t replicate the human element of connection and empathy.
Final Thoughts: Embrace the Power of Geofencing
It’s clear that geofencing is a powerful tool for small businesses looking to attract customers, drive traffic, and dominate their markets. Kalari & Wardell offers a compelling solution that puts the power in the hands of the underdog.
The future of commerce is exciting and filled with possibilities. Get ready to embrace the power of geofencing and unleash the potential of your business!
