What Are Beacons and Who’s Using Them?

 

Beacons are set to revitalize the retail industry. It is widely known that customers are already using their smartphones to shop while inside retail stores. Beacons will combine both the digital and in-store shopping experiences to bring value to customers (via instant push notifications and flash sales to their smartphones as they shop). This will provide invaluable insights to retailers in the means of in-store customer journey mapping, and customer shopping habits.

What Are Beacons?

 

Image Source: BusinessInsider

 

Beacons are small indoor positioning devices that use low energy Bluetooth (BLE) to seamlessly connect with smartphones. Once connected, a beacon can exchange data with the smartphone allowing it to pinpoint the location, push notification messages and call on the app.

 

Who’s Using Them?

 

Companies from various industries including retailers, sports, entertainment, hospitality, and travel have begun using beacons to provide customers additional value using their smartphones.

 

Here are the latest examples of beacons being used in the industry:

 

• Qualcomm and MLB partner to equip 20 ballparks with Apple’s iBeacon technology. Using the “MLB.com At the Ballpark” app, MLB will be serving fans with an enhanced stadium experience. (source)

 

Image Source: TechCrunch

 

• Major retailers such as Macy’s and American Eagle have implemented iBeacons that greet customers as they enter the store, and offer them deals based on their location inside the store. (source)

 

Image Source: Macy’s

• The infamous Coachella Arts and Music Festival recently announced beacons will be placed all around the venue for the very first time – allowing the venue to interact with user’s phones. (source)

 

Image Source: Coachella

 

Some marketers are skeptical about beacon technology. However, our research and insights indicate that beacons will be an integral part of many companies’ digital strategy in the near future. Beacons are the wave of the future that will breathe life back into traditional retail, as well as connect consumers closer to the brands they love most. What are your thoughts on beacons bridging the gap between physical locations and digital experiences? We’d love to hear from you!