Proximity marketing exploits activities that consumers are already involved with
— and enjoy — to offer retailers a new path to reach their audiences, affording
a higher level of interactivity that didn’t exist before. Proximity marketing
expands the scope of interactive marketing in public places — malls, food
courts, cinemas, airports, etc. — to offer a more spontaneous and direct
interaction. Think of it as taking location-based marketing to an even greater
level of "local," and being contextually relevant in absolute terms. Proximity
marketing allows retailers to leverage their strengths and create an even more
memorable interaction for consumers and, by extension, motivate return visits
and increase ROI.