Here’s a statistic that should grab the attention of every marketer and merchant: According to an IBM study, 72% of consumers will act on a call to action in a marketing message if they receive it while in sight of the retailer. That’s a huge potential conversion rate, but how can marketers ensure prospective customers get the right message at the right place to make the sale? Another statistic may hold the key: More than 1 billion people worldwide now use mobile phones. That’s why proximity marketing is changing the rules in retail -- and delivering value to retailers and customers alike. The connection is clear: Marketers that can reach the customer at the point of sale can harness the enormous potential of proximity marketing. Thanks to a pervasive mobile culture in which consumers use smartphones as portable windows to the world, marketers have the power to deliver the right message at the right place when they combine mobile messaging capabilities with digital signage tools. These tools allow them to deliver rich media, permission-based messages that engage consumers on a personal level-- all at a fraction of the cost of a traditional marketing campaign. It works by using digital signage networks to detect smartphones within range and broadcast marketing messages. Consumers opt-in to receive offers; their privacy is protected, and there is no charge to consumers for the message. What they get in return for their opt-in is relevant, targeted offers on items of interest and an opportunity to receive point-of-sale discounts on goods and services within sight while they’re already engaged in enjoyable activities. Merchants using proximity marketing strategies have the opportunity to reach customers when they’re most likely to buy. Plus, they receive unparalleled insights into consumer behavior. Effective proximity marketing tools deliver business intelligence and real-time metrics that enable retailers to gauge interest and response rates and dynamically adjust messaging to generate ROI. Because of these natural advantages, proximity marketing is rapidly changing the rules in retail, and marketers that adopt proximity tools early will gain a competitive advantage. Bolstered by association with a mature digital signage industry and new mobile media messaging capabilities that speak to consumers in the interactive language they prefer, proximity marketing is poised to profoundly transform the retail landscape.