Location-based Marketing; Engaging your customer in real-time

Location-based Marketing; Engaging your customer in real-time

Source: RetailinAsia Customer experience is the center of retail digital transformation. Real-time engagement is the biggest challenge for retail brands. Always connected customers demand quick and easy shopping journey, on the fly, to get what they want without wasting time. With the rise of the smartphone and beacon technology, location-based marketing technology has seen tremendous growth and improvement in retail industry. In my previous article in Retail in Asia (Nov 9, 2016), The Internet of Things, IoT, is a big deal for retailers I explained in details how IoT is transforming the retail landscape enabling retailers to interact and engage consumers in real-time in physical and digital space.Location-based marketing enables retailers to better leverage their wireless networks to engage with always–connected customers and it offers tremendous growth potential as it meets two concurrent objectives; improve customer experience to strengthen the retail brand and improve ROI on enterprise wireless network investment. Location-based services (LBS) uses various wireless connectivity options, such as ZigBee, Bluetooth,...
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