In an era of information overload, relevance is key. Even more so in the physical store, where consumers are in a ‘shopping state of mind’ (Shankar et al., 2010), and where still a significant proportion of all purchase decisions is being made. Relevance can be achieved by filtering information and targeting …

Although it appears increasingly important yet potentially challenging to attract customers to physical stores, location-based messaging, i.e., delivering mobile phone messages using data about the recipient's location when that recipient is near the sender, has been said to enable such attraction. Still, …