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<p><!-- Make sure you modify the 4Cast title in this section -->
<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #309: Keeping it
in-house</span><br>
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<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">November 21st, 2012</span></p>
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<p style="text-align: justify;font-size: 16px;
font-family: arial; line-height: 110%;"><img
class="alignleft wp-image-3254"
style="margin-right: 5px;" title="geofencing"
src="cid:part4.07030100.03010903@oplin.org"
alt="" height="105" width="120">As more and more
people carry the Internet in their pocket
everywhere they go - in the form of a smartphone -
retailers in brick-and-mortar stores are having to
deal with some unpleasant competition from online
stores. Although public libraries increasingly
feel that <em>they</em> are competing with online
book providers, particularly in the area of
ebooks, stores that sell things have it much
worse. A surprising number of people look up
prices online while they're inside a store, and
will even make online purchases from another store
right then if they find a better price. So as the
holiday shopping season launches this week, what
are in-store retailers doing to enhance the
physical shopping experience and keep the sales
that might otherwise go to their online
competitors?
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://upstart.bizjournals.com/companies/rebel-brands/2012/11/19/retailmenot-releases-geofencing-app.html">Your
mall's been geofenced with coupons</a>
(Upstart/Teresa Novellino) "The move follows a
RetailMeNot/Ipsos Public affair survey that the
company conducted in May 2012 which found that
over a third of all adults (and 54 percent of
those under 35) have used a smartphone or tablet
to research a product or service. Just over a
third (34 percent) report that they would be
more inclined to make a purchase shopping in an
actual store if they could find a good coupon
for an item or service on their mobile device.
About one in seven adults (15 percent) say that
they have made an online purchase using their
mobile device when in a physical store because
they found a better price online."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.mobilecommercedaily.com/6-secrets-of-successful-geofence-campaigns">6
secrets of successful geofence campaigns</a>
(Mobile Commerce Daily/Rip Gerber) "Marketers
are flooding their customers: SMS traffic will
approach 10 trillion messages this year, thanks
mostly to SMS campaigns. How do you effectively
engage customers without drowning them? Smart
marketers build geofences around key physical
sites: stores, arenas, airports, schools, even
competitor outlets. These fences create zones
that trigger an SMS message or other action when
a customer enters or leaves."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://news.cnet.com/8301-1035_3-57548785-94/how-walmart-is-going-all-out-with-mobile/">How
Walmart is going all out with mobile</a>
(CNET/Paul Sloan) "If you opt in, Walmart will
use your location to provide you with an app
designed specifically for that store. Head to
another Walmart and your app will work for that
store. It has useful features: You can make a
list by speaking into the phone. You can search
a product by typing in a word or phrase -
tissues, say, or light bulbs - and the app will
show you what aisle to go to. It has an
interactive map. It shows you promotions
specific to that store."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://dealnews.com/features/Retailer-Apps-Locate-In-Store-Black-Friday-Deals-via-Interactive-Maps/634351.html">Retailer
apps locate in-store Black Friday deals via
interactive maps</a> (dealnews/Jeff Somogyi)
"Customers will be able to browse Black Friday
promotions that are specific to local Macy's
stores, create shopping lists, receive push
notifications about previously unadvertised
specials, and know where to find their desired
items in-store. The Macy's app doesn't feature a
'map' so much as a directory, as it lists the
department and floors where items can be found."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Fencing
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">"Geofencing"
is probably a new term to many of us. It refers to
any technology that uses a mobile device's Global
Positioning System (GPS) to keep track of where
people are - whether they be shoppers, employees,
friends, or children.
</div>
<div style="text-align: left;"> </div>
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<div style="text-align: justify;">The <strong><em>OPLIN
4cast</em></strong>
is a weekly compilation of
recent headlines, topics, and trends that could
impact public
libraries. You can subscribe to it in a variety
of ways, such as: <br>
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If you're using the Firefox
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