How Amazon Go Will Drive Brands to Develop New Ways to Target Customers

With geo-fencing, personalized offers and more location-based marketing

Although it’s only been around for a week, Amazon Go is already making retail, brand and advertising executives consider how they should adapt this new business model to their own companies. Industry experts have found multiple ways Amazon Go could inspire how brands connect and market to a consumer, arguing brands need to think beyond Amazon Go’s cashier-less experience and instead focus on geo-fencing, location-based marketing and working together with the brands on the shelves to effectively compete.

Wayne Townsend, president of marketing agency Epsilon, thinks using some of these techniques gives retailers a chance.

“In the transforming retail environment, there is an immediate opportunity for brands to fuse data, technology and content to engage [a] loyalty program (their best customers) with geo-location reminders to [incentivize] store visits and real-time offers via mobile push notifications when they are in store,” said Townsend.



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