Location-based services (LBS) are transforming from simple check-in notice tools to opportunities to provide relevant content and offers that utilize consumers’ surroundings. No longer are people stopping at the corner or in a retailer’s doorway to tell friends, “I’m here”. Now, consumers who have shared their information are stopping in various locations and saying, “I’m here. Now, what does everyone have for me?”

The answer to growing consumer requests for location-based benefits are coming in a variety of forms. Visa unveiled a service that lets retailers offer deals based on time of day, user location and more. Groupon recently acquired Pelago, maker of Whrrl, which may be the start of a location-based, social shopping experience similar to American Express’ Social Currency. Plus, eBay acquired Where.com, which builds location-based apps and reaches a network of more than 120,000 retailers, brands and merchants.

So what does this mean to you?
LBS is about more than check-ins. It’s about connecting and engaging with customers where they are and when they’re there. Brands have to start using a consumer’s location and social graph to deliver relevant offers, information, experiences and, of course, opportunities to purchase. And they have to remember who did what where, and offer rewards and benefits appropriately.

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eBay Acquires Where
Visa Competes with Foursquare
Personalize Location-Based Services