Geofencing is not a new technology, however along with many other technology disruptors, it is being applied more and more in many different applications from homeland security to retail. 

The applications for geofencing in digital marketing is new to many organisations, but they are waking up to its endless possibilities. Also referred to as proximity marketing, retailers can focus their marketing campaigns to customers who are (i) in the general vicinity through GPS technology and who are (ii) in-store using Bluetooth. This opens new channels for retailers to push messaging to consumers on their mobile devices. Imagine picking up burgers in the freezer aisle and getting a message "Don’t forget the buns. Special offer 50% off home brand burger buns". Then tie this is with slick customer data strategies to customise messaging based on consumer behaviour. 

Geofencing is not just for retail. The University of Texas is using geofencing to put speed restrictions on scooters in heavy foot traffic areas to reduce accidents. Thales is leading a geofencing initiative to support the European Commission U-space to secure the flight pattern of drones to avoid determined zones like airports and power plants.

Consumers will need to be aware as notifications will start to pop up in different retail outlets, but like anything else, a clear strategy should be put in place to ensure retailers are improving the customer experience and not hindering it