Service Areas Used to Be Circles. Geotargeting Has Turned Them into Amoebas

RDC Principal Joseph Serruya shares his insights on hyperlocal retail with ICSC.

“The difference now is that we have more technology tools to use to make critical foot traffic and demographic decisions. While developers continue to use traditional methods to determine the feasibility of each project, geotargeting is a tool that provides a more granular way to target geographic locations via IP address or device ID and to verify contextual surroundings of a specific location” states Serruya.

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