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• Mobile Geofencing—An Advertising Trap?
  By now, many in the advertising industry are familiar with the term mobile geofencing, or a retailer’s ability to target shoppers passing near its store by establishing a very narrow advertising radius (often just a few feet). Each time a consumer who has downloaded a store’s app on their […]
• Independent Retailers Don’t Have to Lose the Local Marketing Arms Race
  The Shopper Technology Institute recently wrote a piece discussing how some large chains, such as CVS, Kroger, and Safeway, benefit from sophisticated brand-funded shopper marketing campaigns. The story, based on research from Kantar, suggests that these chains are becoming more aggressive and […]

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