Consumers usually shop in their favorite stores, whether they’re online or off. Often, these shoppers are not even aware of alternatives, so the first challenge for retailers is to inform potential customers of their existence. Call it awareness or discovery, retailers have always advertised to announce themselves, but mobile adds a transformative element: location.
It’s still early days for location-based advertising. Even in this early stage, however, it performs very well for retailers, which is apparent in xAd and Telmetrics’ March 2013 study. One-third of tablet owners and nearly one-quarter of smartphone owners were most likely to click on ads that were locally relevant to them. Read the rest at eMarketer.