Bill Hanifin
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28 July 2013
20:38
A survey by Digby reported that 87% of retailers on the STORES 100 list are in position to use location and mobile based technology to deliver promotions and otherwise communicate with customers.
What’s “in position” mean? The retailers affirming their location based capability said that the first generation is in place, allowing customers to locate stores and get answers to basic customer service questions.
The next generation of location / mobile marketing will help make customer marketing more “contextual”. Citing statistics from a recent Pew survey, Digby noted that “22% of shoppers opened a contextually relevant push notification when they were near a store location”.
Contextual loyalty is becoming a reality.
