Retailers need to understand what value for their consumers, their employees and their organization can be unlocked through using location services, and then incrementally introduce the change over the coming years.
And finally, it's important to note that there's not a one size fits all approach. As you embark on this journey, these are some technical questions to consider:
Do you partner or build in house? If you partner, who do you partner with?
Should you be pushing these new services through your own app, a 3rd party app or a native mobile wallet?
What logic controls the events and notifications that consumers receive so as to be "cool," not "creepy?"
And, of course, should you use beacons, geo-fencing, Wi-Fi, NFC or a combination of these? A summary of these technologies can be accessed here.
 Boston Retail Partners Unified Commerce Benchmark Survey, 2014. https://bostonretailpartners.com/resources/2014-crmunified-commerce-benchmark-survey/
 Hall B.H., Khan, B, 2002. Adoption of New Technology. New Economy Handbook: Hall and Khan. https://eml.berkeley.edu/~bhhall/papers/HallKhan03%20diffusion.pdf
 “Number of smartphone users* worldwide from 2014 to 2019 (in millions)”, Statista Inc., 2014. http://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/
 “The State of LTE.”, OpenSignal, 2015. http://opensignal.com/reports/2015/09/state-of-lte-q3-2015/
 Accenture Personalization Survey, October 2014. Available: https://www.accenture.com/sa-en/insight-retail-hyperpersonalization-creepy-versus-cool
 “How Proximity Marketing Is Driving Retail Sales”, by Greg Petro, Forbes, 2014. http://www.forbes.com/sites/gregpetro/2014/10/08/how-proximity-marketing-is-driving-retail-sales/#594006a53ff5.
 “THE BEACONS REPORT: Growth Forecasts For The Most Important Retail Technology Since The Mobile Credit Card Reader.” by Cooper Smith, Business Insider, 2014.http://uk.businessinsider.com/beacons-and-the-retail-industry-2014-11?r=US&IR=T.
 “Location Based Services (LBS) and Real-Time Location Systems (RTLS) Market by Location (Indoor & Outdoor), Technology (context-aware, UWB, BT/BLE, beacons, & A-GPS, and others), Software, Hardware, Se.”, marketsandmarkets, 2015. http://www.marketsandmarkets.com/Market-Reports/location-based-service-market-96994431.html.
 “Location Based Services Market to Reach $43.3Bn by 2019, Driven by Context Aware Mobile Services”, Juniper Research, 2014. http://www.juniperresearch.com/press-release/context-and-location-based-services-pr2