Dan Berthiaume

BrainTrust Query: You Are Here ... Like It or Not

August 30, 2010

FROM RETAILWIRE:
A recent study by Forrester Research concluded that, while location-based services (LBS) are intriguing, they are still too small for major marketers to spend much time on. How aggressive should retailers be around investing in location-based services? What do you see as the next evolution of LBS?      [more...]

LBS will clearly only grow in importance over time and any forward-thinking retailer should be actively developing an LBS strategy. However, retailers need to be aware of increasing consumer privacy concerns and ensure any LBS plan is carefully explained and monitored and that the data is completely secure and never shared with a third party. Those who favor Orwellian conspiracy theories will have a field day with the notion of retailers tracking the whereabouts of customers.