How far can retailers exploit smartphones?

As long as consumers are more willing to indicate their location on their GPS-enabled smartphones — and less wary of the privacy implications — it will pay for retailers to take advantage of the trend and the technology. There is a great opportunity to reach the ultimate target market — consumers who are already in your store — with incentives to stay, to browse and to buy. If stores can further discern the specific merchandise interests of customers in the store, the target marketing becomes that much more effective. I’m looking at this strictly for its marketing potential…again, the privacy issues involved are troubling but there has to be willingness to “opt-in” for the idea to work.


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