What Sainsbury’s knows about location marketing

The promise of location marketing has generated more excitement than it has clarity - here, British retailer Sainsbury's describes how it gained the same level of analytics for offline as online.

Location marketing has the potential to supply the solution to the third part of the marketing triptych of delivering the right message in the right place at the right time. If the right message is about establishing the relevant audience and the right place is about identifying appropriate channels, then the right time is about when you think a consumer or prospect is likely to be most receptive to that message. That's rather easier in an online environment than the offline one that still accounts for the majority of sales. Often, it amounts to little more than "when do we...

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