Machen wir uns nichts vor. Standortbezogene Werbung ist nach wie vor eher etwas für Liebhaber der Nische. Dabei erfüllt sie doch Marketers Traum: zielgerichtete, kontextbezogene Werbung. Und gibt hautnahe Einblicke ins Konsumentenverhalten
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The retail industry is in the midst of a dramatic shift: in-store foot traffic is down, online research is up and smartphones are becoming increasingly important to customers’ shopping journey. ‘Everywhere commerce’, a term coined by the Futures Company, has arrived and is here to stay. Increasingly connected shoppers expect a seamless, multichannel experience when engaging with stores virtually or physically. By 2016, Forrester predicts that connected retail will influence 44% of retail sales.
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