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While most retailers are familiar with this term, nowadays it applies more to consumers and their mobile devices than to retailers and their stores, thanks to location-based services such as Foursquare and the newly-launched Facebook Places.
These services enable users to share their whereabouts with members of their particular social media networks, and for those retailers who join the game, they provide some valuable insights into who is visiting their stores, when they are visiting them, and how often. Some grocers, such as South Dennis, Mass.-based Ring Bros. Marketplace, are already seeing benefits from using these services, as you’ll see in my story on Foursquare below.
And what you’ll see from the stories below – all of which have a mobile theme – is that mobile marketing has gained acceptance by consumers, and presents some strong opportunities for retailers. You just have to be sure to choose which is best for your operation.