Celerant Technology has introduced new geo-fencing functionality to its mobile shopping apps that allows retailers to send notifications to consumers’ mobile phones as soon as they enter designated zones.

By setting up such zones, retailers can drive foot traffic and capture impulse purchases from customers who might not have planned to shop otherwise.

The geo-fencing feature enables retailers to create multiple zones with an adjustable radius based on different criteria. When consumers with the retailer’s mobile app enter these zones, the system automatically triggers personalised push notifications with custom messages that retailers choose.

The new capabilities are particularly targeted at small and medium-sized retailers. Celerent argues that geo-fenced direct messaging is far more cost-effective than conventional digital advertising.

The new capability is offered at no additional charge to retailers who have launched Celerant’s mobile shopping app. Any retailer using Celerant’s retail software who wants to add a mobile shopping app can do so with this new technology.

Retailers can offer customers 24/7 shopping access through the mobile shopping app with real-time inventory visibility, BOPIS (buy online, pick up in store) functionality, curbside pickup options, and reservation scheduling for classes or services.

“I love this feature because it gives us, as an SMB retailer, a new way to compete, without doing more work,” said Jim Gall, Director of eCommerce at Alumni Hall. “Once we set up our zones, the system just runs in the background and brings customers in the door. It’s an easy win for us considering we don’t have the time or budget for super complicated marketing campaigns.”

“Independent retailers are always looking for ways to stand out and compete with the bigger players. With geo-fencing built right into their mobile app, they can now reach customers at the exact moment it matters most, when they’re close by and ready to buy. It’s simple, automatic, and levels the playing field in a way that just wasn’t possible before.” said Michele Salerno, CGO of Celerant.