Are we ready for Beacons

Posted on: 2015-12-10 4:23 PM

In an increasingly omni-channel world, consumers rely on digital technology to help them make more informed purchase decisions. They expect their favorite brands to follow suit and adopt similar solutions that will deliver a more intimate and engaging shopping experience.
 
So why aren’t we hearing more about how brands leverage mobile technology to deliver high relevance touch-points to consumers at the moment they are most likely receptive? By leveraging smart devices’ integrated geo-location technology, brands and retailers have the ability to offer location-based, relevant push notifications to consumers. For the consumer, it’s as simple as using a brand’s app, a social or utility app, agreeing to share their location with the app and consenting to receive push notifications.
 
New data coming out of LoyaltyOne and CMA might help nudge marketers toward a beacon test. The research shows that consumers are ready to use beacon technology and understand the benefits. Of those surveyed, 56% said they had used the technology and 60% said they are more likely to engage with a retailer's location-based service app if they can set timing preferences on when notifications are sent.
 
A few additional highlights from the research:
 
    86% of consumers are aware of beacons (91% for millennials and gen x-ers)
    Consumers realize the benefits of beacon technology, and say the top benefit is receiving rewards relevant to their location (62%) followed by receiving alerts (56%)
    45% of mobile users that have used a device in-store said it has led them to make an immediate purchase.
 
Beacons and location-based services offer an opportunity for businesses looking to take their mobile messaging strategy to the next level.  From a marketing perspective, it’s about talking to your customers at the right time, place, and medium.
 
I’ll be presenting more about this research study at the CMAconnections Conference on October 5 in Toronto. In my presentation I’ll also be showcasing a demonstration of beacon pilots.
 
Here are a number of examples of beacon applications from around the world, in use or planning to be piloted -- as noted on the ibeacons blog. They run the gamut of advertising, entertainment, utility, and value-added services.
 
    Black taxis in London, Edinburgh and other U.K cities are going to use beacons to send messages to passengers as they travel.
    There’s a tour app used at Tokyo’s Observatory Tower that explains and provides more information about the views, translated in four languages.
    Hong Kong’s International airport is testing beacons, offering interactive maps to guide passengers through the airport, including info on nearby shops and restaurants.
    The retailer Carrefour launched beacons in Tunisia which welcomes shoppers and suggests products based on the user, and display coupons -- reportedly it is going to be available in Romania next.
    Target is launching beacons in 50 stores in the U.S. – a maximum of two push notifications for deals per visit will be sent to a consumer.

If your interested in how you can leverage a beacon at your coffee shop. Give us a call.