Back-to-School Shopping Reveals Holiday Implications for Retailers

3. Use location-based marketing to better serve your customers. Location, location, location has long been the mantra of great retailers. This phrase takes on a whole new meaning with combination of smartphones, location information and a retailer's ability to deliver more relevant communications based on place and time. Consumers can choose brands they're interested in and opt in, whether it's via SMS, online, mobile web, social network or in-store. Retailers can then use GPS, cell-tower triangulation, Bluetooth or guest WiFi hotspots to better understand where consumers are located. This real-time context will help retailers deliver more personalized marketing.