It's one aspect of mobile commerce that is helping to draw in consumers, but location-based marketing strategies are still not widespread within the retail industry. For merchants looking to attract nearby individuals, sending out messages containing discounts and deals may just be what is needed.

Business News daily writes that research from eMarketer revealed that businesses are increasing their use of location-based services for marketing, as 36 percent of mobile campaigns in 2012 included this element. Another study from Econsultancy found that for companies not using this method, 27 percent said they will be using this approach over the coming months. This means that now is the time to implement the necessary technology for location-based marketing.

The rise in use of smartphones and tablets should be enough to encourage businesses to develop location-based techniques, but if is isn't, research from Milo might provide the incentives for retailers. Consumers are using their devices when they are out and about to look up information about merchants, including hours of operation, addresses and promotions. Providing potential shoppers with this content increase the chances of in-store visits.