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Location-Based Testing Targets In-Store Shoppers

Unilever is now using location based marketing techniques to be able to better understand how appealing shoppers find its brands while they are in store, so that they can later send mobile ads that will be relevant to those individual consumers. The idea is that while this type of location based marketing could encourage purchases at the point of sale, it can also be used for a broader purpose. This is primarily to use the technology to lower the consumer acquisition cost by providing each individual with content that has been customized to a consumer’s individual interests, wants, and needs.

Read the whole story at Mobile Commerce Press »

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