A STUDY ON PROXIMITY MARKETING IN LOCATION BASED ADVERTISING WITH REFERENCE TO CAFE COFFEE DAY

Abstract

Proximity marketing is a very successful method of customer connection used by Café Coffee Day. In order to engage customers the moment they step foot in one of its cafés, CCD employs technology such as geo-fencing, Bluetooth beacons, and Wi-Fi tracking. Think about how fun, useful, and relevant it would be to get a personalized deal on your phone the second you step foot in a CCD store. Not only does this kind of hyperlocal communication get people's attention, but it also encourages them to buy. Rather than just offering discounts, it's about fostering a sense of community and enhancing the café experience. In general, customers value personalized messages because they feel these show understanding, which in turn encourages long-term commitment. Responsible and transparent data management is essential, and CCD must strike a balance between privacy concerns. When done right, proximity marketing may strengthen relationships with customers, increase sales, and boost foot traffic. It elevates the mundane coffee experience to something more refined and personalized. Instead of focusing just on selling products, this strategy seeks to foster relationships, as outlined by CCD. In the modern, cutthroat café industry, this unique link is vital.