Exploring the potential of adopting geofence mobile technology in the South African retail sector

AbstractGeofence mobile technology can offer significant benefits to all stakeholders in the retail property sector ecosystem. This paper investigated the opportunities and challenges associated with the adoption of geofence mobile technology by retailers in South Africa. The paper adopted a qualitative research approach and interviewed property management professionals who have several years of work experiences in the retail sector in the country. As key stakeholders, retail property managers significantly contribute to the retail environment, especially with the integration of technology. Findings revealed that targeted marketing, shopper engagement and increased sales are opportunities presented by geofencing mobile technology to retailers. These opportunities potentially encourage retailers, and by implication property owners and property portfolio managers, to have management buy in and invest in employees’ skills for the adoption of geofence mobile technology. Additionally, the presence of vendor support and clear and assured data privacy and regulations are needed for the adoption of geofence mobile technology. These results represent a solid attempt to extend knowledge – in terms of research, policy, and practice – of the impact that new technologies have on the retail sector within a developing country, which is ripe for the adoption of geofence technology across its many economic sectors.