Geofencing

Geofencing is a location-based technology that creates a virtual boundary around a specific geographic area. When a user with location services enabled enters, leaves or remains within that area, predefined actions can be triggered. In marketing, geofencing is commonly used to deliver relevant advertisements, push notifications or other personalised experiences based on a user's location. This is only possible if the user has granted permission and in compliance with applicable privacy legislation, such as the GDPR.

Applications
Geofencing is used by retailers to send special offers to customers near a store, by event organisers to provide visitors with additional on-site information, and by advertisers to reach audiences when they are near a specific location, such as one of their own locations or that of a competitor (competitor targeting).

Example
A supermarket chain creates a virtual boundary with a radius of 500 metres around its stores. When a user with the supermarket's app and location permissions enabled enters the designated area, they receive a push notification with a current offer. Once the user leaves the area, no further ads or messages are delivered for that specific location.