Where it counts: How brands are using geotargeting technology to improve the shopper experience
Early last year a peculiar thing happened to certain vending machines around Japan – they came to life. Coca-Cola's Japan-based canned coffee brand, Georgia, launched its My Favorite Café app, which turns vending machines into a full-on café experience.
Using geotargeting technology, My Favorite Café recognizes when users are in close proximity to a vending machine selling Georgia coffee and generates a conversational greeting from a virtual café owner, similar to any real-life neighborhood barista. As time goes on, the virtual owner begins to remember details...