Where it counts: How brands are using geotargeting technology to improve the shopper experience

This article explores the use of geotargeting and beacon technology to increase brand engagement with their customers.

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...

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