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Monday, March 14, 2011

KMart Tests AT&T Geolocated ShopAlerts

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 ... '

1 comment:

Mike said...

The hole in this approach does not lie with the new technology but with the process around the old technology of space management and it's compliance.

ShelfSnap, a new technology that turns digital pictures of in-store shelves into products, positions, facings and conditions, has found that most actual in-store categories only remotely resemble the plans that category managers have put in place.

The implication here is that the program will generate a call to action on the consumer mobility system....and the shelves that the consumer turns to for fulfillment will not have the correct products in the right places for fulfillment. That impacts sales, but it also impacts the application.