Location-based social mobile technologies are disrupting in-person shopping by allowing businesses to listen to and influence consumer behavior through location data, social connections, and mobile access. Check-in apps like Foursquare and Facebook Places allow consumers to broadcast their location to friends and get deals from local businesses, and both have game-like elements to encourage use. While some Australian businesses have yet to adopt these techniques, the presenter argues they need to implement location-based marketing strategies soon to take advantage of these emerging trends.