Beacon Technology: A Primer For Retailers

Beacon Technology or Bluetooth Low Energy Beacons (collectively, "Beacons") are becoming a major technological advancement available to Canadian retailers. Industry experts believe that Beacons, which are already in use by some retailers, sports arenas, hotel chains and museums, will potentially revolutionize the customer experience. Beacons are essentially a form of mobile marketing that allows retailers and direct to consumer manufacturers to communicate and send offers to a customer's smartphone or mobile device. They allow businesses to effectively target their customers and provide invaluable analytics about customer behavior.

However, while they provide useful information for consumers, Beacons have raised privacy concerns among consumer advocates, in particular regarding how Beacons are used to collect, use, and disclose personal information. This post focuses on dispelling some of the myths behind Beacons and discusses business considerations related to