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Appboy Introduces Location Targeting for Increased Mobile Engagement

Mobile relationship management company Appboy has announced the launch of location targeting within its mobile toolset.

The location targeting feature will allow developers to isolate specific users, based on location, and send them multi-channel messaging in the form of push notifications, in-app messages, emails and more. A shopping app, for instance, could provide a notification to users who are close to one of the app’s supported stores.

Appboy believes retailers in particular can benefit from this new technology. A recent study by Parago found that 58 percent of all adult smartphone users regularly “showroom,” or shop for items in real world stores only to actually purchase them online at competing retailers.

Using Appboy’s technology, the company says it could allow those brick-and-mortar stores to send a notification (perhaps containing a coupon or other special offer) to users when they’re nearby, increasing the likelihood of a visit or sale.

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