Gartner Research

Maximize Customer Engagement With Location Technology

Published: 24 July 2015

ID: G00279136

Analyst(s): Richard Marshall, Van Baker

Summary

Location in the broadest context is one of the most valuable pieces of information for enhancing customer engagement. IT leaders and mobile strategists can create valuable customer engagement opportunities by combining customer online activities with on-the-go smartphone use and on-site location.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Location data integrated with information tied to customer behavior will provide opportunities to deepen customer relationships
  • Advances in GPS-driven geofencing, indoor Wi-Fi triangulation, small cells, Bluetooth beacons and NFC-powered delivery systems offer opportunities for customer interaction and outreach
    • Network Triangulation
    • Proximity
    • Manual Tap
  • Location-triggered push-and-pull technologies, combined with targeted communications driven by customer data, offer opportunities to convert intentions to transactions

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