Mobile Marketing

AccuWeather, State College, Pennsylvania, is integrating its real-time weather targeting with the indoor mobile location-marketing platform from Swirl Networks Inc., Boston. The partnership will give retail brands using Swirl’s platform real-time insights based on a shopper’s local weather conditions and combine that with the indoor store that shopper is visiting.

Shoppers are no longer making purchase decisions based solely on taste, price or convenience. Transparency is now at the forefront, and industry insiders say brands and retailers need to act accordingly.