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ARTICLE · 22 APRIL 2015

Beacons At Retail – So What?

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Beacons have been around for years in online and mobile media channels, but they now seem poised to dramatically impact brick-and-mortar businesses.

United StatesMedia, Telecoms, IT, Entertainment
Benjamin Mulcahy
Benjamin Mulcahy
Calvin Berman
Calvin Berman
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Beacons have been around for years in online and mobile media channels, but they now seem poised to dramatically impact brick-and-mortar businesses. A growing list of major companies are currently vying to bring Bluetooth-enabled beacon hardware and/or software to brick-and-mortar businesses and the customers they serve.

Businesses looking to make the in-person shopping experience as interactive as its online counterpart can place small beacon devices on shelves, displays, and virtually any other surface throughout their stores. Consumers who download the store's beacon-connected app and walk past these in-store beacons will then be sharing information with the store in ways that are similar to how online shoppers interact with the websites they browse. The retailer is then able to see the precise footpaths of visitors within the store, and how much time shoppers spend in each department or part of the store.

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