(Jeff Hilimire on adage.com) – Food marketers intent on shepherding and tracking shoppers — from car, to cart, to checkout, to chowing down — are understandably salivating over the potential of location-based mobile apps.

Badges and virtual goods may seem cool in the first few encounters, but how long can the thrill of a mayorship or a virtual Tazo Tea bottle last? It’s gimmicky. Moreover, what if I want to make a purchase but don’t want to check in? Lasting and sustainable innovation in this space will require apps that offer far greater benefits for both consumers and marketers. Don’t get me wrong. Consumer food marketers and, indeed, all marketers, should be actively experimenting with new apps and technologies to determine their potential value and how best to use them.

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