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P-Commerce (Proximity Commerce) Definition

Using bluetooth or infrared technology for commerce.

P-commerce, or proximity commerce, refers to commerce triggered by the physical proximity of a consumer to a product, store or service. In marketing research, it involves analyzing consumer behavior influenced by location-based technologies like beacons, GPS, NFC or geofencing. The focus is on understanding how location and real-time presence drive purchasing decisions, engagement and brand interaction.

What are the key aspects of p-commerce (proximity commerce) in marketing research?

• Location data analytics: Understanding foot traffic, dwell time and visit frequency.
• Behavioral targeting: Tailoring messages or offers based on real-world movements.
• In-store engagement: Evaluating how shoppers interact with displays and products.
• Real-time insights: Capturing immediate decision-making triggers.
• Technology integration: Use of mobile apps, beacons, QR codes and RFID.

Why is p-commerce (proximity commerce) important in market research?

P-commerce offers hyperlocal insights into consumer behavior, enabling brands to optimize in-store layouts, personalize experiences and drive conversion at the moment of intent. It bridges the physical and digital customer journey, revealing how offline behavior complements or diverges from online behavior. It’s particularly valuable in measuring the ROI of local promotions and experiential marketing.

Who relies on p-commerce (proximity commerce) in marketing research?

• Retailers: To enhance customer experience and optimize store performance.
• CPG brands: For shopper marketing and in-store promotion tracking.
• Restaurants and hospitality: To measure foot traffic and time-based promotions.
• Real estate developers: For site planning and understanding consumer flow.
• Marketing researchers and analysts: To derive contextual, location-driven insights.

How do market researchers use p-commerce (proximity commerce)?

Researchers use p-commerce to collect and analyze real-time, location-based consumer behavior. This includes tracking where and when customers shop, how long they dwell in certain areas and how they respond to proximity-triggered messaging. These insights are then used to refine store layouts, optimize promotions, segment audiences geographically and link physical movement to purchase paths.