Precision location as part of the Future Retail Experience

Precision location capabilities like shopkick(http://www.technologyreview.com/communications/26156/?nlid=3447&a=f) which uses accoustic triangulation to locate a smartphone within an inddor setting (now used by Best Buy and several orher retailers) are starting to change the entire retail experience.  By knowing exactly where the user is down to the aisle/shelf, you can push very targeted information/offers to their phone when they are "in the moment" of making decisions.  This could be a game-changer for advertisers and retailers alike.  It will be interesting to see what the threshold is for consumers being messaged throughout their shopping experience.  As with any new app or service, if the benefits/savings far outweigh the annoyance, then they will flock to it.  Otherwise, it could die like many early variants of location-based services.  The precision of these services is getting down to inches which could have possible benefits for supply chain/product tracking as well.  Irish company Decawave (http://www.decawave.com/) makes ultra-wideband chipsets that can achieve this type of accuracy.  It will be interesting to see what new possibilities emerge form this.  Maybe optimizing your path through the store based on your shopping list or knowing where that tough to find item is on the shelf.