As mobile phones are becoming more commonplace, mobile marketing approaches are becoming more progressive. In the last few years, retailers have set up in-store beacons to blur the line between online shopping and shopping in a physical store.
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Which Are In-Store Beacons?
Beacons are Bluetooth enabled devices that connect to mobile phones inside the building, allowing retailers to send messages in real time based on where a shopper is at the shop. By way of instance, if you are in the maternity section of a department store and have downloaded that shop’s app, you might be given a message about a sale that the store is having on baby clothing. A beacon shares information with the merchant about customers’ shopping habits and moves through a shop. What the merchant does with this information is where the marketing strategies are involved.
How In-Store Beacons Benefit Retailers
Beacons have the capacity to benefit retailers in three specific ways. They enable a shop to send location particular messages to customers in real time. It is sniper-style direct marketing rather than the machine gun approach of (almost obsolete) newspaper advertisements. If you have ever walked down an aisle at the supermarket and noticed coupon dispensers near that specific solution, you have got the idea. Beacons, however, send the data to a customer’s individual device.
That leads us to the next advantage to retailers. Beacons make it possible for retailers to collect consumer data. When that data is linked to customer loyalty data, the specific messages can be even more specific depending on the person’s previous shopping behavior. Imagine having the ability to offer loyalty points to clients only for stepping foot into the shop with the app in hand.
Ultimately, the beacons can help retail workers with customer support. Beacons have the capability to tell service agents whether the shopper is a first-timer or a loyal client. Sales staff on the floor can attend to their needs so. Consolidate online shopping history with in-store motion and previous purchases to acquire a clear comprehension of goods which would probably be of interest to people who frequent the physical store.
How Do Clients Access In-Store Beacon Benefits?
This is where a terrific idea hits some bumps in the road. For the in-store beacon to communicate with a mobile phone, the client must do three things:
- Download the shop’s app
- Have the Bluetooth on their phone turned on
- Share their place
It is not a”three strikes and you are out” situation. If any one of these things fails to happen, the beacon can not do what it was made to do.
Early adapters of this beacon technology will probably be coupon clippers that are ready to offer up certain amounts of personal data as long as they see how it benefits them. People who are slower to participate are individuals that are concerned about privacy problems that surface with motion monitoring and location sharing.
In short, retailers that decide to utilize in-store beacons must make customers believe it is worth it to get store-specific notifications whenever they shop.