A growing number of US retailers are attempting to fight the erosion of their market share to online stores with the implementation of geofencing tactics, the Wall Street Journal reports.
According to the article, geofencing describes the process of offering signed-up shoppers special deals via their smartphones when they are within a certain physical distance of a store.
It's suggested geofencing is a means of slowing showrooming, a process that occurs when consumers look at a product in a physical store before making a purchase online at a cheaper price.
A recent study by Forrester Research suggests 15 per cent of US shoppers use their smart phones to compare prices to online-only rivals.
The article highlights some clever possible uses of geofencing, including placing umbrellas on sale when shoppers outside may be getting damp during to a rainstorm.
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