All businesses have to be ever-ready and alert for big shifts in consumer behaviour and be agile enough to capitalize on it when its time. The Pokemon Go craze presents many businesses - especially those relying on passing footfall - with a vast number of opportunities to create an emotional connection with their customers, and for very little money.
With this strong bond that businesses create, customers will remember them tomorrow or in the coming months, even if Pokemon Go is not the most powerful tool for increasing sales six months or a year from now.
All of which makes Pokemon Go's forthcoming sponsored-locations product intriguing, since it will reportedly be designed to only charge advertisers when consumers—glued to their smartphones playing the game—show up at their stores. Indeed, foot traffic, the lifeblood of old-school retail and the Holy Grail for brick-and-mortar shops that lean on digital.