Instead of marketing to a general audience, some of which might not be receptive to their products, retail businesses can use location data to tailor their pitches to a specific customer segment. Businesses "can look at a market now and understand who is living there, and understand now based on the data ... how to target them," said Amy Wilde of MarketStar. Location data can also be a valuable tool for marketers deciding which retailers are best suited to carry their products.

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