A location-based service is a marketing tool that accesses a user's current location in order to provide personalised content and offers. Location technology can be used for this, including GPS, WLAN, mobile phone masts, Bluetooth or NFC.
One example of a location-based service is a retailer that informs its customers via a mobile app when they are in the area around one of its shops. The app could then display special offers or discounts to motivate the customer to visit the shop. Another example would be a restaurant that sends its customers personalised recommendations for meals or drinks based on their location.