The increased importance of geolocation in retail trade in Poland – selected aspects of activities

Beata Reformat

doi:10.17951/h.2019.53.2.67-77

Abstract

The article presents geolocation as a modern form of communication with consumers, which is based on new methods of sending information. This modern technological solution is increasingly used by enterprises in various industries, including retail entities. It has a very wide range of applications from the perspective of marketing activities of trade entities. Geolocation can be used in the process of the analysis, planning and implementation of the marketing activities accompanying market research, the segmentation process or the composition of marketing mix tools. The article applies secondary research in the form of a critical analysis of the literature, including the analysis of activities of selected entities who are leaders in the application of geolocation.

Highlights

In recent years we have seen an increase in the importance of marketing activities among Polish retailers based on geolocation, which is a modern form of communication with consumers
It should be noted that the challenges in using geolocation in Poland enable retailers to clearly distinguish themselves with the offer on the market, more precise access to customers, the personalisation of messages and establishment of long-term relationships with the customers
Geolocation enables the presentation of commercial offers to consumers in the right place and at the right time, which constitutes their fundamental advantage and benefit

Summary

Introduction

In recent years we have seen an increase in the importance of marketing activities among Polish retailers based on geolocation, which is a modern form of communication with consumers. It is useful for the identification of customers’ features, the recognition of their needs in real time, offering new products and services, and strengthening customers’ loyalty. The opportunities it offers can be applied by retail trade shops. It is a new challenge for Polish retailers.

Definition of geolocation and its functionality

QR code and mCoupons

Augmented reality in trade retail

Conclusions