Dive Summary:

• Location-based services commonly built-in to smartphones have proven to be an important tool for driving traffic into brick-and-mortar storefronts, but new technology is allowing retail businesses to target customer’s exact location inside of buildings as well.
• “Major mobile players including Google Inc., Nokia and Qualcomm are committed to making indoor positioning a reality, actively mapping thousands of venues worldwide and improving the indoor positioning capabilities of computer chips,” stated Tony Costa, analyst with Forrester Research Inc.
• Siteworx LLC is one of many companies leading the innovation of the mobile app, Customer Concierge, to offer customers a more-personalized shopping experience, according to Justin Stayrook, vice president of technical services for Siteworx.

From the article:

... By integrating indoor positioning with back-end systems, product strategists can realize new benefits, such as enabling consumers to find the exact location of products in stores and the ability to bring the power of web analytics for tracking, targeting and understanding users in the real world.” ...