How Location Intelligence Is Changing the Retail Industry

# How Location Intelligence Is Changing the Retail Industry

The growth of cellphones and other mobile devices has led to new marketing strategies that let you target your clients as they shop in your stores. A good example of something that might be possible would be the following:

A client was shopping on your website and added something to the cart but didn't buy it. Later, this person is close to your store and receives a notification that the item he or she was interested in is on sale at that location.

This could help close the sale, even if the client had no intention of actually checking the item out of the cart. It is a win-win situation for you and the client.

## New Ways to Measure Information

Location intelligence has also made it incredibly easy to get even more data about customers. Despite the rise of online shopping, over 90 percent of retailers' sales in the United States take place in-store. You can use research from online shopping combined with location information to boost these sales.

You already know systems can track what items people look at on your website, what they look at after, why they left your page, and how they got there.

Cellphones provide even more data, letting you know whether a customer visits your store and even what area of the building he or she is in. With tools like geo-fences that provide macro-location data and micro-location data from beacons on floor banner stand items and shelving, you can easily analyze your location network.

## The Future of Location and Marketing

In the future, your location marketing strategy choices will be even more extensive thanks to this data. Methods of collecting data and the quantity we learn from cellphones will be improved.

Soon, you will be able to easily target your clients based on which banner stand they are near and what they are looking at in the store combined with what they saw in the past.

Consider for a moment that research has shown that 77 percent of shoppers are happy to share location data if they get a relevant and personalized mobile experience.

Factor in the fact that 84 percent of shoppers use their smartphone or tablet in the store, and the possibilities are endless. With a bit of time and work, you should be able to truly personalize customers' shopping experience and give them information related to the items they are most interested in.