For a brand like REI, this is the type of location-based marketing experience that transforms trail running enthusiasts into fanatically loyal customers. Retailers can use geofencing technology to aid conversion and improve customer experience.
Although this example may seem intuitive, marketing leaders focused on mobile strategies struggle to identify the location solution that best suits their objective. Select location solutions based on how they contribute to your specific marketing objectives, such as lead generation or increasing share of wallet, rather than focusing on the technology first.
“Marketing leaders must choose the right combination of approaches to achieve an optimal result,” says Charles Golvin, Senior Director Analyst, Gartner for Marketers.