Retailers looking for mobile success in 2016 will need to focus on geo-targeting to provide in-store customers with more relevant experiences, an EKN Research analyst said during a Mobile Marketer webinar Dec. 2.

While mobile and digital commerce have become key sources in generating revenue and providing individualized experiences, the bricks-and-mortar experience is significantly lacking, and geo technology is likely to aid in this area. Retailers that pair SMS, loyalty programs, mobile couponing and messaging along with geo-location technology will be hitting the right marks in 2016.

“In the next 12 months to 24 months according to me, there will be a shift in retail stores,” said Sahir Anand, vice president and principal analyst at EKN Research. “Retail stores want to be relevant, they want to be personalized and they want to be dynamic towards the customer’s needs.

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