What Comes Next for Indoor Navigation? Enterprise Success, SMB Struggles

Gimbal COO and CMO Matthew Russo says that at scale, indoor location technology is advanced enough that it works incredibly well. Russo says that at Gimbal, he has worked with major brand clients who are able to understand when a VIP walks into their lobby. They also know if the customer has waited too long at a check-in line, and they’re able to present customers with special offers or keyless check-ins at their rooms.

“But if you’re a pizzeria owner with a single storefront looking to send a push notification to people walking by, you probably won’t see the results you’re hoping for,” Russo says.

Could those scaling issues be holding back the indoor navigation industry, and if so, what’s the solution?

7 Indoor Mapping Platforms for Retailers

More than half of shoppers (57%) have used a retailer’s mobile app while in-store. In order for their apps to provide the greatest amount of value, retailers need to tap in to location features, including indoor mapping. When Street Fight first wrote about indoor mapping tools back in 2013, the technology was still relatively young. Now, the market has had time to mature and retailers looking at integrating indoor mapping technology into their mobile apps have an even wider array of vendors to choose from.

Here are seven companies with indoor mapping solutions for retailers.

Point Inside Announces Personalization Tool for In-Store Marketing

The new service leverages historical shopping information to allow retailers to serve shoppers more relevant deals on their phones. It is an extension of the company’s StoreMode platform, which upgrades the usefulness of retailers’ branded apps with features like indoor mapping, product location, and store-specific searches.

Street Fight Daily: Uber President Steps Down, Google Increases Brands’ Control Over Online Ads

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Two Executives, Including President Jeff Jones, to Leave Uber… Google Vows More Control for Brands Over Online Ads… Why Samsung Wants to Build a ‘Corporate-Wide AI Voice System’ …

9 Killer Location Features for Retailer Mobile Apps

Retail apps have a reputation for being bulky and unnecessary, and for taking up space on consumers’ phones without delivering enough benefit. Going forward, the key for retailers looking to gain traction with their branded mobile apps will be integration with more location-based components.

Street Fight Daily: Square’s IPO Pricing Lower Than Anticipated, Google Brings App Content into Search

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… For Its IPO, Square Scales Back Valuation by $3 Billion (New York Times)… Google Just Scored a Huge Win for Its Mobile Search (Business Insider)… Starboard Urges Yahoo to Drop Alibaba Spinoff Plan (Wall Street Journal)…

6 Ways Wearables Will Enhance the Shopping Experience

In order to take full advantage of the data that wearables provide, businesses need to give consumers a reason to share. Here are six examples of ways that wearables can be leveraged to enhance the shopping experience for customers at brick-and-mortar stores.

5 Ways Mobile Is Improving the In-Store Shopping Experience

Hyperlocal tech has the power to revolutionize the in-store shopping experience, but whether those changes ever come to fruition will depend largely on retailer adoption. Here are five examples of ways that hyperlocal technology is being utilized in stores right now…

Target Flips the Switch on New In-Store Navigation Features

“We want to build mobile experiences that Target guests will love,” Alan Wizemann, VP of product and mobile for Target.com told Street Fight. “We believe the new shopping lists and maps make it easier than ever to shop Target. … We’ve got a lot more mobile innovation to come…”

No, the Amazon Smartphone Isn’t Going to Kill Retail

The in-store experience provides tremendous benefits to shoppers, and the Amazon Fire phone further illustrates the opportunity to use innovative mobile solutions to improve and influence the shopping experience…

8 Tools For the In-Store Delivery of Mobile Coupons

Sixty-three percent of shoppers say they would be more likely to make a purchase if they received a coupon during their shopping experience. Still, only 27% of companies have plans to implement location-based marketing in 2013. Here are eight straightforward tools that retailers can use to satisfy consumer demand and drum up additional sales with the delivery of mobile coupons…

6 ‘Microfencing’ Tools for Retailers

Dozens of popular geofencing platforms help retailers generate foot traffic — but what happens after these potential customers cross a store’s threshold is anyone’s guess. In an effort to drive traffic to specific points inside their stores — like special displays, brand kiosks, or promoted products — retailers and brand manufacturers are beginning to utilize “microfencing” solutions from indoor navigation vendors. Here are six tools that retailers and brands can use for in-store “microfencing.”

6 Strategies for Reaching Customers at the ‘Zero Moment of Purchase’

Targeting consumers at the “zero moment of purchase” — that is, while they’re shopping inside a store where a brand’s product are sold — is a proven way to increase conversion rates on mobile coupons and other discounted offers. Unfortunately, getting this type of high-impact marketing program off the ground can involve much more than a typical offline campaign. To find out more about what marketers should know, we consulted with experts in the field of purchase-based ad targeting…

6 Indoor Navigation Platforms for Retailers

Nearly three-quarters of consumers with smartphones say they would rather use their mobile devices inside a store than ask an associate for help. Here are six platforms that merchants of all sizes can use to help customers find products on store shelves and perhaps complete more transactions…

5 Location-Based Marketing Platforms for Brands Without Retail Stores

Figuring out where to purchase products from a brand that doesn’t have its own retail establishment can present a challenge for many consumers. Increasingly, major brands like Vicks and Nestlé are using location-based marketing platforms to help point potential buyers in the right direction. Here are five platforms offering brands a way to take advantage of such technology on their own terms…