The Content Brief: Location Marketing and the Future of Retail
It's the dawn of a new era in retail. The days of blaming the digital revolution for siphoning business are dwindling, as merchants are realizing that the smartphones customers have always got at the ready are actually a marketer's dream. Mobile local …
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Killerspin taps Ken Valdiserri for marketing role
Kenneth Valdiserri has been named vice president of marketing and strategic alliances for Killerspin, a Chicago-based firm that produces premium table tennis equipment, apparel and events. Valdiserri will report to Killerspin CEO Robert Blackwell Jr.
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Grow Revenue With Big Data: Get Sales and Marketing on the Same Page …
Some 92% of companies have increased their revenue targets this year, according to recent research from Lattice Engines. To meet a company's revenue goals, Sales and Marketing should work together. And in an ideal company, the two do. In reality …
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Popular Questions
How does location marketing shape the future of retail?
Location marketing connects retail messages to where customers live, work, travel, and shop. Retailers can use location data to promote nearby stores, tailor offers to local demand, and make digital campaigns more relevant. The strongest strategies combine geographic targeting with useful timing, accurate customer insights, and a clear in-store or online action.
What location data should retailers use in a future-focused marketing strategy?
Retailers can examine store visits, local search behavior, customer addresses, foot-traffic patterns, and regional sales trends. These signals help identify high-value areas, understand shopping habits, and adjust promotions by market. Businesses should collect only data they need, explain how it is used, and follow applicable privacy requirements.
How can small retailers apply location marketing without a large budget?
Small retailers can begin with a verified business profile, localized website pages, and advertisements aimed at nearby customers. Offers tied to store hours, local events, or neighborhood needs can encourage visits without requiring complex technology. Tracking calls, direction requests, coupon use, and in-store sales shows which local campaigns are producing results.
What role will personalization play in location marketing and the future of retail?
Personalization can make retail messages more useful by matching promotions, products, and timing to a shopper’s location and likely needs. For example, a retailer might highlight local inventory or send a timely offer when a customer is near a participating store. Personalization should remain transparent and permission-based so convenience does not come at the expense of trust.