Retailers leveraging smartphones to deliver hyper-local in-store advertising – Mobile Commerce Daily – Advertising

As more consumers shop bricks-and-mortar stores with a smartphone in hand, retailers are looking to offer location services such as indoor mapping tied to local inventory and, ultimately, their own in-store mobile advertising networks.

In the short-term, retailers will look to leverage indoor location technology to find out more about their customers. However, indoor location marketing faces a couple of challenges, including a lack of consensus on whether to leverage Wi-Fi, Bluetooth, phone sensors or some other technology to enable these services.

“In the last six to twelve months there has been a shift in retailers being slightly aware of this to now where they are starting to make moves to actually implement this,” said Patrick Connolly, London-based senior analyst at ABI Research.

“What we are starting to see now is companies doing indoor mapping and building basic services like shopping lists around it,” he said.

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