New Study From RSR Research: Retailers Want To Know Customers’ Geo-Location – A Lot

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Location technology services are currently the domain of retailers who’ve already figured out clever ways to one-up their competition

The growth in interest is staggering

Retail Systems Research, LLC today released its findings from its 2019 Location Intelligence In Retail Report, The Power Of ‘Where’. The report, based on a survey of 116 retailers, found that retailers are increasingly hungry for location-based technologies, particularly those whose sales are already outperforming their peers’. The research is available for free download (registration required).

"This is the second year we’ve conducted this research," reports Steve Rowen, managing partner at RSR Research and co-author of the report. "And the growth in interest is pretty staggering. There’s still a lot of confusion among retailers about what many of these technologies can actually do, but that’s in no way stopping their desire. We haven’t seen anything like it in quite some time.”

Key Findings of the research:

  • Retailers report their biggest challenge as customers becoming increasingly intolerant of confusing store layouts and having their time wasted
  • Despite this, the biggest opportunity they identify is in targeted marketing efforts (51% say this is what they want most, compared to only 34% who want to improve store layouts based on customer movement/patterns)
  • What’s stopping them from going forward? Privacy concerns may not be the gating factor they should. Instead, retailers are inordinately concerned with what these new technologies mean for their existing layouts and systems
  • But the best performers – what RSR calls Retail Winners – are steadily removing the roadblocks that stand in their way. They have an extraordinary appetite to use permission-based, anonymous, and non-anonymous data alike. Quite simply, they are on the move.

The Power Of ‘Where’ contains analysis of the business drivers, opportunities, and organizational constraints surrounding how retailers are approaching location analytics. It also examines retailers’ budgets and plans for technologies, and ultimately offers baseline recommendations for navigating this brave new world for retailers. The report is part of RSR Research's ongoing efforts to provide market intelligence on retail technology trends, is sponsored by Esri, and can be downloaded here:

About RSR Research: Retail Systems Research (“RSR”) is the only research company run by retailers for the retail industry. RSR provides insight into business and technology challenges facing the extended retail industry, and thought leadership and advice on navigating these challenges for specific companies and the industry at large. To learn more about RSR, visit

RSR Research, LLC
Linda Wolfe, 774-284-4679

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