Are Beacons Useful Beyond Coupons?
Laura Heller, Executive Editor of Fierce’s portfolio of retail publications, recently wrote an article on beacons, adoption growth and consumer engagement. Beacons have been quite effective so far in increasing consumer engagement. For example, Safeway and Giant Eagle saw a 45% interaction rate using in-store beacons last year, which is 5 times higher than traditional push messaging without location targeting.
But brands, retailers, entertainment apps and others interested in using beacons need to think beyond coupons to provide a more memorable consumer experience. Ms. Heller questioned if “there are more effective ways to leverage this than sending a promotion to the shopper in the store and at the shelf?” There are more effective ways such as stadiums using the technology to help their fans get around and to their seats faster or hospitals using it to help reduce missed appointments and improve patient reviews. These ideas are just a fraction of what can be done with beacon technology. There are more opportunities to engage with consumers on apps beyond a coupon, and the more beacon adoption and testing continues, the more we will see relevant and memorable consumer experiences. Read original article on Fierce Retail.
