Menu
"Hyperlocal marketing redefines personalisation by enabling brands to deliver standardised experiences at scale while still resonating deeply with local consumer needs"
In today’s digital age, hyperlocal marketing bridges the gap between global reach and local consumer preferences. Sandeep Singh, COO of SingleInterface, shares his insightful views on how AI-driven solutions are transforming businesses by delivering personalized, location-specific strategies that boost engagement and drive revenue, especially in diverse and dynamic markets like India.
While digital platforms enable businesses to reach audiences far and wide, the consumer journey often ends with a hyperlocal decision—whether it’s visiting a store, booking a service, or engaging with a nearby outlet.
Hyperlocal marketing redefines personalisation by enabling brands to deliver standardised experiences at scale while still resonating deeply with local consumer needs. This focus on localized demands helps multi-location businesses significantly boost engagement and revenue for every location in their network.
According to GSMA, 88 per cent of ‘near me’ searches result in a visit or inquiry within 24 hours, and 46 per cent of all Google searches carry local intent. This data underscores a clear shift—consumers are prioritizing convenience and local relevance in an increasingly globalized digital landscape.
In India, this hyperlocal focus is especially important. In this diverse market, where cultures and preferences vary widely, what resonates in Mumbai might completely miss the mark in Chennai. In fact, we see vast differences in consumer preferences within a city itself.
At SingleInterface, we address this complexity by leveraging our AI-powered discovery, engagement and insights platform which helps brands manage hyperlocal marketing and campaigns at scale. By processing real-time data, our platform ensures brands stay relevant, connect effectively with their audiences, and build stronger customer relationships. We make global and national brands grow at a location level.
Since 2020, there has been a significant rise in location-based searches as consumers increasingly prioritize proximity and immediacy. When people search for something nearby, it’s a clear indicator of strong purchase intent. For instance, 78 per cent of local searches on mobile result in offline purchases. This highlights the importance of not just being visible but also ensuring consistency and accuracy in local business information.
In countries like India, Singapore, and Australia, tools like local inventory ads have become instrumental in meeting this demand. These tools empower brands to provide real-time updates on product availability, store hours, and local offers, enabling customers to make faster, more informed shopping decisions.
One of the most notable trends is the growing consumer expectation for a seamless online-to-offline experience. Shoppers now demand accurate information, personalized promotions, and instant access to products across channels. Brands that leverage strategies like smart bidding for store visits or sales are successfully converting these high-intent shoppers into loyal customers.
Our partnership with one of India’s leading electronics resellers is a great example of how an effective hyperlocal deployment can transform business outcomes. The company was struggling with inconsistent Google Business Profiles, inaccurate store information, and low visibility in local searches. These issues created a competitive disadvantage and limited their ability to connect with customers.
By integrating into SingleInterface’s platform, we identified gaps in their existing Business Profiles, and used automation and AI to fill those gaps, leading to improved discoverability of each store. Additionally, each store got its own digital presence in the form of a location page, providing a strong digital presence tailored to local audiences. To enhance customer engagement, we deployed tools like QR codes for review collection, advanced AI-based sentiment analysis on reviews along with a hyperlocal chat feature that streamlined customer communication and captured intent.
The results were remarkable:
· 7.4x growth in quarterly users and an 8.2x monthly increase in views.
· 2x increase in customer actions, leading to improved engagement.
· Over 13 million inquiries
India is a complex market- It’s no longer just about metros anymore. Brands are expanding into Tier 2 and Tier 3 cities, each presenting its own unique challenges and opportunities. Our focus is to help brands scale effectively while staying deeply relevant in every local market.
Our platform enables brands to adapt campaigns dynamically to regional needs. For instance, some regions may respond better to discounts, while others prioritize exclusive experiences. We identify these preferences and cater to these in real time while also investing in predictive analytics to help brands anticipate demand spikes, whether during festivals, regional events, or seasonal peaks.
The festive season in India is a pivotal time for brands, and focusing on hyperlocal is proving to be game-changers across industries. For example, in the automobile sector, we saw a 63 per cent increase in lead generation during the festive period, driven by location-based advertising and targeted promotions. Similarly, the telecom sector experienced a 92 per cent surge, thanks to region-specific offers tailored to local consumer needs, such as enhanced network availability and festive data plans.
Consumer goods and F&B also saw a 12 per cent growth, fuelled by increased demand for seasonal products. Localised product bundles and region-specific promotions were key drivers in meeting these demands. These insights are backed by data from the SingleInterface Dashboard, reflecting the measurable impact of our platform across industries.
Digital Transformation Marketing Stack for Physical Retail Enterprises.
