Adaptación del Geofencing Estadounidense para Optimizar la Tasa de Conversión del Sector Retail de Colombia y Panamá

Abstract

This paper addresses the need to study the geofencing strategies used in the United States retail sector. As suggested by the empirical findings of Ho and Dewan (2020) regarding the barriers associated with the physical distance between the consumer and the store, it is imperative to evaluate the feasibility and adaptation of these tools to optimize the conversion rate in the commercial corridor of Colombia and Panama. Given the imminent transition toward the omnichannel digital ecosystem conceptualized by Verhoef, Kannan, and Inman (2015), contemporary marketing requires profound hyper-personalization. In this regard, authors such as Kannan and Li (2017), in accordance with the postulates of Kotler, Kartajaya, and Setiawan (2021), establish that the consumer's location must be strategically linked to their purchase intentions and behaviors to be effective. However, based on Kostova's (1999) theory on the transfer of practices, an analytical gap is identified when directly importing these foreign technological models into Latin American realities, which limits their business effectiveness due to a lack of contextual adaptation. Consequently, the purpose of this document is to explore the existing literature and contrast commercial ecosystems to lay the theoretical foundations for a future implementation framework. In this way, and heeding the warnings of Bleier, Goldfarb, and Tucker (2020) and Xu et al. (2011) regarding the "personalization-privacy paradox," it is expected to offer academia and the commercial sector a reflective opening on how to capitalize on location-based tools, balancing innovation with the data protection regulations currently in force in the region.