Navigating the ins and outs of geofencing
The rising popularity of mobile and online shopping is leading to lower traffic, sales, and profits for bricks-and-mortar stores.
To combat showrooming and capitalize on this shift to mobile and online channels, traditional retailers are developing new capabilities that allow them to innovate and gain a competitive advantage. One such capability is geofencing, where a location-based service can send notifications to mobile devices that enter a virtual perimeter or “geofence,” such as the radius around a store. More and more retailers are launching opt-in mobile programs that send targeted and timely offers to consumers in or near their stores.
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