Google Chrome, your marketing location partner… on one condition!

Chrome 50th Release

Since May 2016, Google Chrome has been internet users’ favourite browser! Forty-one per cent of users now prefer it to Internet Explorer, its traditional rival. Google Chrome is continually evolving and has in fact just updated its toolbox as part of the redesigned Chrome 50, bringing with it a significant change in terms of marketing location.

What impacts will we see as a result of the Chrome 50 update?

The intention is for this update to protect users and their data. Google has issued a reminder that location data is very sensitive, and if made available in an insecure environment, users’ privacy can rapidly be compromised.
In order to increase security, Google has taken the decision to no longer allow HTML5 location on pages that are not accessed via HTTPS protocol, or in other words, that are not secure. In future, in order to take advantage of this functionality in Chrome, your website has to be secure! And this means HTTPS protocol must be enabled!

Why is HTML5 location better than location using the IP address?

You might be tempted to stay with non secure pages, since these still allow you to employ location, albeit only via the IP address. This method does indeed enable you to track the source of visitors’ internet connections, but only imprecisely. Seventy per cent of IP addresses cannot be relied on for Retail Marketing location, according to research by Web Geo Services. In fact, the level of precision depends on information that is at the discretion of the internet provider, since it’s the provider that assigns IP addresses. This applies to individuals and companies alike, so it could happen that the address of an internet user in the South of England will be “localised” via his IP address at best to the level of his immediate locality, at worst to a town in England, or it could even be abroad, depending on the internet provider and their infrastructure.

Using location via HTML5, it’s possible to pinpoint the precise address because it uses different technology, based on the triangulation of WiFi + GPS networks.

Once the location has been pinpointed, the website can then offer the customer a personalised and simplified service: telling him where his nearest outlet is, listing nearby points of interest to him, only showing him products that are available in the store nearest his home… This removes the need for the website visitor to seek out this information for himself, which can sometimes be a hassle to find from a website and can lead to a full shopping basket being abandoned.

These diversified uses of location make it possible to provide the visitor with an optimised, personalised and simplified shopping experience. For instance, knowing the visitor’s location enables the ecommerce website to adapt its deals in real time, so that, depending on distance from the nearest sales outlet, the visitor may be offered online purchasing with home delivery, or an incentive to visit the store, in the form of specific tailored offers.

This customer experience is more enjoyable for the internet user and also more effective for the brand, because optimisation is always a very strong driver in terms of conversion.

So how can you use location marketing to best advantage for your clients?

All you have to do is move to HTTPS!
The future of marketing lies in personalisation, and location is one of the major business drivers, particularly for retailers who can use it to seamlessly guide their customers to their stores via click-and-collect.
As well as optimising the customer experience and boosting click rate, HTML5 location via HTTPS pages gives the user greater protection – so why not go for it?