The GeoMarketing Top 5 Countdown

The Gap's store closings, and what lies ahead for the future of physical retail. Plus, our top stories this week!

 This week had almost everyone speculating about the future of retail, as the Gap announced its plan to close 175 stores and Crate & Barrel moved to shutter its New York flagship.

But with over 90 percent of purchases still taking place in-store, there remains a clear need for physical retailers — provided that they can create valuable Screen Shot 2015-06-19 at 11.50.51 AMexperiences that consumers “can’t get on Amazon.” There have been major changes in how people shop, and retailers need to adapt.

Stores are now places where people share photos of merchandise, check-in, and ultimately do shop. But digital is where they often consider their purchases before walking in, meaning that stores without an effective digital presence will miss out. More than ever, there is a definite need for the store to serve as a physical catalog where the notion of digital — through the website, email, apps, search, maps, social media — converges to help enhance the in-store experience.

So what happened to the Gap? It seems likely that the chain opened too many stores, thus diluting the value of single stores in the process. Moving forward, perhaps even major chains will spend more money on in-store experiences — personal shoppers, digital integrations, etc — and less on merely expanding their volume of stores.

And now, our favorite links from around the web:

Finally, onto our top stories from this week!

5. Ground Signal: 91 Percent Of Social Posts Are Missing Location Info

The Influencer-focused startup aims to find ‘undiscoverable’ Tweets and Instagrams — and ground them in specific locations for contextual geo-targeting.

4. Settling Into Biz Dev Role At Vendasta, Williams Takes Aim At Local Media Fragmentation


The traditional tools of small biz services no longer apply in the local space, Williams says.

3. Unacast Unveils Proximity Retargeting Network To Malls, Airports — And College Football

The Norwegians behind Jay Z’s Tidal have shifted from ‘Tidal’ waves to beacon waves with plans to ‘harmonize’ place-based marketing channels in the US, David Kaplan writes.

2. Directing Traffic: Waze Adds Travel History To Sharpen Audience Segments

The new analytics tools will have advertisers “riding shotgun,” says US sales head Jordan Grossman.

1. Weather Company Taps Former VivaKi Exec Venuto To Head AdFX Data Unit

As Vikram Somaya exits TWC’s data division, former Publicis executive Domenic Venuto joins to add new location-based insights and activation tools.

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.