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Geofencing for Retailers

Posted on 6.30.2014

Today's retailers know a whole lot more about their existing customers (and prospects) than many think they do. Shoppers, seemingly always within arms reach of their mobile phones, are providing data about their location to any advertiser (retailer in this instance) willing to pay the necessary premium to put their brand in front of a prospective business visitor.

Here are few things to know about geo-fencing and how it could be used within your enterprise.

Geofencing allows marketers to reach a consumer anywhere and know in real-time when a customer is in a prime area to be engaged. Consider a geo-fence as a virtual perimeter set around (or in) a particular location. For example, an effective geo-fence might be one where a certain radius around a location has been set and alerts a triggered when a devices enters (or leaves) the fenced boundary. A geo-fence can be used around a specific event or a physical location.

The practice has become increasingly popular among offline retailers who are making location-based marketing a priority in their enterprise marketing budget - and for good reason: few tactics present a more viable option to engage local shoppers. These messaging sent to consumers can be hyper-lcao, leveraging location to send targeted offers.

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