Celerant Technology has introduced geo-fencing in its mobile shopping apps, enabling retailers to send location-based push notifications that drive nearby consumers into stores and boost sales.
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GLORetail software provider Celerant Technology has rolled out a new geo-fencing functionality in its mobile shopping apps, aimed at helping retailers turn passers-by into customers through timely, location-based notifications.
What is the New Feature
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The geo-fencing tool allows retailers to define specific zones (of configurable radius) around physical store locations or other strategic points of interest.
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When a user who has the retailer’s mobile app enters one of those pre-set zones, the system can automatically send a push notification with a customized message to their phone. These messages can highlight deals, encourage store visit, promote in-store pickup, or urge impulse buying.
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The feature supports multiple zones per retailer, meaning retailers can map out several geo-zones according to geographic or marketing priorities.
Why It’s Important for Retailers
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Drive Foot Traffic & Impulse Purchases: By reaching consumers the moment they are nearby, retailers can capture sales that might not have happened via traditional advertising or email promotions.
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Cost-Efficient Marketing: For small and medium-sized businesses (SMBs) in particular, this offers a low-effort, high-potential return tactic. Once geo-zones are defined, the system operates in the background without ongoing heavy manual effort.
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Better Integration & Customer Experience: The new functionality is offered at no extra cost to retailers already using Celerant’s mobile shopping apps, and works alongside other features such as real-time inventory visibility, BOPIS (buy online, pick up in store), curbside pickup, reservation scheduling, and synchronized cross-channel product updates.
Potential Challenges & Considerations
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User Permissions & Privacy: For geo-fencing to work, customers must enable location services on their phones and accept push notifications. Retailers must handle this sensitively to avoid being intrusive.
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Message Relevance: Push notifications must be well-timed and relevant; overuse or poorly crafted messages risk annoying customers or prompting them to disable notifications.
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Zone Design & Strategy: Setting up geo-zones too broadly or in the wrong locations could dilute impact; effectiveness depends on intelligent mapping of zones where users are likely to convert.
What This Means Going Forward
This move places Celerant alongside a growing number of retail-software providers leaning into proximity marketing to bridge the gap between digital interest and physical purchase. As consumers increasingly expect seamless cross-channel experiences, tools that tie together mobile apps, store presence, inventory visibility, and locality will likely become table stakes in retail.
For SMBs especially, this geo-fencing rollout gives access to marketing tools previously more common among larger retailers with bigger budgets. If used smartly, it could offer a competitive edge in converting nearby mobile users into shoppers, bolstering both in-store sales and app engagement.
Source: GLO
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