Can't find an item in your grocery store? Some retailers want to help, but it could mean tracking your every move as you wander through the aisles.
In an emerging area that combines location data, marketing, and analytics, retailers are testing new ways to learn how customers shop and move about their stores, and targeting them with promotions and in-store maps on their smartphones.
The concept, sometimes called place-based marketing, uses detailed location information, often down to the shelf you're walking past, to drive sales and give retailers more information about foot traffic in their stores. That means picking up a trail of digital breadcrumbs from people's smartphones and mobile apps.
Some of those apps will push special deals to shoppers when they pass by a particular item. Not a Pepsi fan? Maybe you can be swayed with a discount coupon as you wander through the soda aisle.
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