STRATEGY OF GEOFENCING IN RETAIL APPARELS INDUSTRY

Geofencing strategy has been used by retailers which creates a virtual geographic radius boundary by means of
digital technologies for inclusion of individual, which operates via GPS or RFID, It enables software to trigger a
response when a mobile gadget moves within the targeted area. Geofencing is used to supercharge customer
experience. It basically gives them an ability to target personalised content; improve customer experiences and
boosting retailer’s sales.
So the objective states that retailer faces problem to attract new customers and customer faces problem while
shopping apparels at new location, this research will explain how digital technologies help retailers to target new
mobile customers and same from the customer point of view to get best option of shopping apparels out of various
retail outlets at new location.
The paper will derive the relationship between retailers and customers towards next level by understating and
engaging each other well in advance with the help of digital technologies. The research is an attempt to understand
the consumer buying behaviour and source of information generated by Geofencing. After understanding customers
in advance it help retailers of apparel industry to explain about their product accordingly, which ultimately leads to
close the sale in an easier way, that save time and energy of both which again helps to increase the profit.