The growing role of location data in retail

03/12/2014 | Harvard Business Review online/HBR Blog Network

Retailers are using location information to analyze diverse areas of their businesses, including how to improve store design to maximize sales, how to measure the effectiveness of marketing campaigns and how to improve operations, writes Tony Costa. Businesses will also increasingly use location data to provide discounts and preferential status to customers based on their behaviors. "Just as Web analytics is an essential tool on the Web, location analytics will become a must-have for designing, managing, and measuring offline experiences," Costa writes.

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Harvard Business Review online/HBR Blog Network