Rachel Panetta

Timberland is one of the retailers using very close-range mobile messaging to communicate with consumers, offering discounts and promotions to people once they're in-store. Known as proximity marketing, Timberland has been working with a company called Swirl, which has a mobile app of the same name and can message consumers in-store and within a certain range outside the store. Rachel Panetta, head of retail and e-commerce marketing for Timberland, spoke with eMarketer's Christine Bittar about this technology and how it drives store sales.