How beacons are giving marketers new customer know-how

Nov 16, 2015
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It’s been a long-held dream of many marketers to better engage with customers within their physical premises. But even the old solution of employing more floor staff is unlikely to help if there is no way easy of first identifying who each customer is.

Hence the strong current interest in beacon technology. Beacons are low-power transmitters based on Bluetooth low-energy connections that can identify and communicate with consumers over a very short range, such as when they walk into a store.

The technology gives marketers the ability to know who is within proximity of the beacon, provided the customer has Bluetooth switched on and has the right app installed. This can translate to a retailer knowing which loyal customers are currently within its premises, and then engage in direct communication them through sending personalised welcome messages and offers.

Beacons also help devices know exactly where they are relation to the beacon, enabling very precise geo-location, especially in indoor environments where GPS and cellular triangulation are less reliable.

The technology is part of a broader range of technologies dubbed ‘nearables’, due to the fact they only work when the user is in close proximity. This includes the near-field communication (NFC) technology currently used in tap-and-go payment systems, and also a burgeoning range of matchbox-sized transmitters that can be used for anything from tracking lost items to automatically turning on lights or unlocking doors.

Hudson’s Bay Company (HBC), which owns Lord & Taylor, Hudson’s Bay and Saks Fifth Avenue, is rolling out beacons at select U.S. and Canadian stores. HBC operates more than 130 Lord & Taylor and Hudson’s Bay department stores and some of those are now a beacon-equipped, sending shoppers messages as they enter the store and pass by certain merchandise.

About SWIVIO
SWIVIO helps businesses enrich their customers experience by delivering relevant mobile Ads based on context, proximity, location and business type. Unlike many existing GPS based systems, SWIVIO uses latest iBeacon & BLE technology, which is more location accurate. It helps businesses to increase revenues, branding and customer loyalty.
www.swivio.com  

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