The most successful campaigns, according to ABI, use a mix of some or all of these, depending on the product or service, the region, the consumers, and the location accuracy required.

New locationbased services are springing up, catering to mobile shoppers. Some are checkin services such as Loopt, Gowalla, Foursquare, and Facebook with its Places, for consumers who are willing to selfidentify. Others, such as Shopkick, use an iPhone app to reward shoppers just for visiting certain stores.Some might be put off by the Big Brother aspects of this, says Strother, but its really about the valueexchange if you care about getting discounts or being rewarded for shopping, is the valueexchange high enough so that youll accept having your whereabouts known to these companies in return for the benefits?