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During last year’s holiday season, many retailers started exploring the new options smartphones offer them for enticing consumers to open their wallets. Now they’ll start really going for it.
The hottest thing on the smartphone front for retailers may be about location-based marketing. In 2010, stores started using geosocial programs like Foursquare and Facebook to reward customers for “checking-in” to their stores. This year, they’ll take a more active strategy, trying to lure in shoppers who are within a couple of miles of their stores—or their competitors—with messages about store proximity, directions, deals, and product availability.
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