Hand-n-Hand App is a Location-based activation that addresses shoppers' uncertainty feelings in the grocery shopping experience. It does so by enabling grocery shoppers partners to be in contact while being in the supermarket. When delivering this activation, CPG brands are using Location-based activations as an enabler tool that allows them to tackle the different challenges that brands face. Thanks to the benefits that conceiving location-based activations as an enabler tool can deliver, sufficient arguments can be provided so as to encourage the deployment of location-based activations in the retail floor.