Nearly half of today’s retailers are using location-based insights for real-time contextual targeting and enjoying a bigger lift in traffic, customer conversion and digital initiatives.

Those are the findings of a new report from Blis and WBR Insights that polled more than 100 retail leaders on how retailers are using location strategies.

Retailers are leveraging location-data assets via four ways: re-targeting strategies, marketing automation, the use of geofencing and beacon technology and consumer targeting, according to a press release.

“Because of location-based data, we have been able to re-allocate marketing dollars to locations based on traffic. Now, we can pinpoint exactly when a member is near one of our locations and deliver timely content/offers,” Blis client Greg Lawville, AAA’s director of marketing strategy and advertising through agency 160over90, said in the release.

A majority of retailers, 71 percent, are using location data for location-based advertising and 63 percent are using it for email and notification.

“[It’s] critical to have customer data from partners at the right time to be able to make the best use of the digital tools and location-based systems we have implemented,” said Kelley Coleman, director, ecommerce operations at Columbia Sportswear Company. “With well-established partnerships with third-party data providers, we get reliable data at the right time. It gives us an upper hand in targeting customers with the right offers.”

Click here to read the original article.