The North Face has apparently become the first major brand to roll out geo-fencing technology on a national level at its 31 own stores in the U.S., in the wake of two retailers, American Eagle and REI, who tested the concept regionally. VF Corporation has been notifying customers of TNF’s Summit Signals program on its website, in-store and via e-mail. Once a consumer opts in, the brand sends them offers by SMS when they get within 1.5 miles of one of its stores, and the technology tracks the time when he or she arrives at the location and leaves. According to, additional points of interest for potential TNF customers, such hiking trails and outdoor areas, are also geo-fenced.