In today’s retail world, which is getting more and more digital and relies a lot on data, tech that useslocation—geofencingis becoming a game-changer for making shopping better, and a transformative tool for enhancing customer experience. This chapter explores the role of geo-fencing in personalizing retail interactions by bringing real-time, location-sensitive marketing communications. Sketching upon the Stimulus-Organism-Response (S-O-R) theoretical framework, this chapter conceptualizes geo-fencing as a technological stimulus that triggers emotional and cognitive responses in consumers, leading to positive and real-timebehavioral outcomes such as increased store visits, engagement, and loyalty. This chapter takes a comprehensive look at the current literature, real-world applications, and implications of geo-fencing, showing the potential opportunities as well as the future obstacles and discomforts involving geo-fencing. The importance of personalizing, timing, and ethical data practices is emphasized when utilizing geo-fencing for it to be used effectively. Additionally, this chapter discusses developing trends present in the marketing landscape today; the integration of AI, AR experiences, hyper-personalization, and foreshadows that geo-fencing, shortly, will be one of the dominant forms of phygital retail strategy. Lastly, this chapter offers recommendations for retailers seeking to leverage geo-fencing to both generate a short-term bottom-line impact and foster long-term customer engagement and brand loyalty.