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Recently there has been a lot of buzz around location-based marketing initiatives, such as Foursquare. These consumer-popular applications allows users to "check-in" at venues or retailers and share their current location with their social networks. In return, these apps give retailers insight into who is visiting their location and when. Marketers also gain access to communicate directly to consumers at their point of purchase.

An article in the October edition of Shopper Marketing Magazine highlights this recent shopper technology trend and its evolution into a new service called geo-fencing. According to the article, "a geo-fence is a virtual perimeter around a real-world area. When people enter that area, their mobile device alerts an app or a service that triggers the delivery of a message" to those who have opted-in. 
 
The outdoor outfitter company, The North Face, has been one of the first companies to test out the budding technology. The North Face used geo-fencing to send tailored messages to consumers when they enter into targeted areas such as hiking trails, sporting events and local retailers. The North Face is using the technology to alert subscribers to local offers, closest retail locations and suggestions for useful gear when they are in the ideal shopper mindset.

Geo-fencing is still a developing technology with a great deal of potential for future customizations that can fit the needs of any brand. Geo-fencing seems to be a great new addition to the ever-growing list of ways marketers are able to influence the shopping experience by reaching their target audiences with the right message, at the right time and in the right place.