Beacons are a small piece of hardware that is making a big impact on brand engagement. Growing in popularity with retailers, beacons can be placed strategically throughout retail environments in order to communicate relevant information to consumers.
This communication takes place utilizing low energy Bluetooth technology that speaks to the consumer’s smart device. In order for this to occur, the consumer has to have installed the retailer’s app and turned the location based services on. This works at a micro-local scale and delivers personalized content to the consumer, whether it is coupons, product information or store guides.
The purpose for beacon integration within retail environments is to deepen the personal relationship between retailer and consumer through a tailored experience in order to increase brand loyalty. The experiences that beacons can offer between consumer and retailer are only in infancy and will continue to evolve over time. “Businesses of all sizes need to make sure they’re thinking about this tech,” says Trevor Longino, head of PR and marketing for Polish startup Kontakt.io, which packages beacon hardware and software for use by other companies. “It’s like how no one takes a company seriously if it doesn’t have a website. In 10 years’ time, if they don’t have a good beacon strategy, they’ll be thought of the same way.”
As beacon technology becomes more main stream, its integration will become more mainstream within a host of other markets as well, including events, hospitality and corporate centers.