What should be the first action for a retailer to send offers based on geographic proximity?

To effectively send offers based on geographic proximity, onboarding CRM data into Adobe Experience Platform (AEP) is crucial. This step enables the retailer to create a comprehensive customer profile that includes location data, purchase history, and behavioral insights. By integrating CRM data, the retailer can identify which customers are in proximity to their stores and tailor offers specifically for them.

Once the CRM data is onboarded, the retailer can utilize this information to segment audiences based on geographic criteria. This segmentation allows for targeted communication, ensuring that customers receive relevant offers based on their location. With the necessary data in place, the retailer can effectively leverage various tools within AEP to implement and monitor proximity-based marketing strategies.

In contrast, creating a propensity model, building a new store location, or analyzing past purchase data could support the overall marketing strategy but do not provide the immediate groundwork needed for proximity-based offers. Propensity models require initial data integration to function effectively, new store locations do not facilitate immediate offers, and while past purchase data can inform future decisions, it doesn't specifically address proximity needs without the location data present in the CRM.