ABSTRACT
The goal of proximity communications is to deliver specic con-tent, oers, promotions, and a more captivating shopping experience based on the precise location of a mobile device. Innovative, agile application developers are embracing the proximity communication space, yet they have not perfected a digitally engaging shopping experience. Chapter 2 introduced the concept of a proximity-based shopping experience, where a mobile device could be tracked from a prior shopping purchase or by viewing items online. Once the network recognizes the mobile device’s MAC address, push advertisements can be sent based o proximity to the store and even a product shelf.
