Retired from Procter & Gamble after 27 years. Now consulting extensively. Background in mathematics, working on a wide variety of modeling, supply chain, analysis, expertise, business intelligence and social media applications.
Contact at: Franzdill AtSignHere Gmail.com
A not unexpected next step. The use of geo-fencing to understand location and react to it with push marketing. Most interesting will be how consumers buy into this idea with opt-ins. Some testing I have seen shows that shoppers react react most negatively outside a store, since it obviously betrays their location. Within a store, say in front of a specific shelf, is less intrusive, since they have already chosen to enter. Overall though, with the right promotions, any location access may be seen as acceptable. In ChiefMarketer:
Brands will erect virtual fences around locations in four markets and push messaging to opt-ins
Some big names in both retail and consumer goods are partnering with wireless carrier AT&T to test the impact of text messages that send themselves automatically when customers come within a certain distance of the marketers’ store locations ... '