Gartner Research

Emerging Examples Show Development of Real-Time Context-Aware Offers in Consumer Goods

Published: 30 July 2014

ID: G00262334

Analyst(s): Don Scheibenreif , Dale Hagemeyer


A future is emerging where shoppers will get personalized real-time offers in the store, with context-driven technologies powered by the Nexus of Forces. In this research, we highlight several examples of progress in the grocery channel and the challenges ahead for consumer goods manufacturers.

Table Of Contents
  • Key Challenges



  • Keep Track of the Latest Advancements in Context-Aware Consumer Technologies, and Prepare for Piloting in Your Organization
    • Mobile Self-Scanning
    • In-Store Location Positioning
    • In-Store Technologies
  • Despite Progress, Challenges Ahead
  • Moving Forward

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.