Fashion brand, The North Face, are to test geo-fencing in an attempt to promote offers and tailored information to opted in customers.
31 of the their stores have been selected for the test which will identify people who have previously opted in to receive these messages via SMS, once they enter a 1.5 mile radius of a selected location. People will effectively check and check out when they enter or leave a location.
As customers will have been profiled by the brand previously, the potential to promote relevant offers directly to people near a store is a tempting thought. Of course opting out is easy – a customer simply has to text ‘STOP’ and they’ll stop receiving these messages.
This seems like a great example of a brand grabbing the bull by the horns and capitalising on the increased usage of Facebook’s Places and Four Square by becoming an early adopter of the technology.
I can imagine a shopping trip in the not too distant future, simply being a case of turning up at the mall, grabbing a coffee at at the shop offering you the best deal on coffee that day and then just waiting for the offers to roll in.