Smartphones and Store Visits: The Beacon Connection

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By Staff Reports

(DGIwire) – Are we becoming a nation of smartphone-only shoppers, with brick-and-mortar stores doomed to fade into oblivion? Not so fast. Sixty-seven percent of U.S. consumers venture into brick-and-mortar locations to supplement product research undertaken on smartphones, according to XAd’s 2016 Mobile Path to Purchase report. According to an article on LuxuryDaily.com, the findings bolster the notion that in-store visits still play a vital part in driving sales. Specifically, noted LuxuryDaily.com, customers like being able to see and experience a product in real life before hunting for lower prices and reviews online. Furthermore, XAd’s report found that compared to 2013, U.S. retail shoppers are 75 percent more likely to use their mobile devices in a store.

LuxuryDaily.com suggests that to capitalize on this trend, marketers tap into users’ locations to better understand their purchase intent and serve them tailored, relevant messages with engaging calls to action. These calls to action, LuxuryDaily.com adds, can also be leveraged to motivate consumers to visit a brand’s nearest retail store and make their final purchase there.

“One way in which marketers can capitalize on this advice is by harnessing beacon technology, which provides the ability to tap into consumers’ immediate needs with hyper-local marketing,” says Chris Stabile, Vice President of Business Development at Digital Social Retail, a company that has developed a beacon management platform that is revolutionizing the relationship between customers and brands. “Customized ads, coupons and notifications can be transmitted from a store beacon to the closest mobile devices. Retailers can collect valuable, location-specific data on consumers, including how long they are spending in the store, which aisles they are visiting, what products they are purchasing and general feedback on their shopping experience.”

The Social Retail® digital convergence platform developed by Digital Social Retail works seamlessly with mobile screen messaging triggered by BLE beacons communicating with iOS and Android devices running Bluetooth. The platform has proven itself in a wide variety of applications to date.

For example, in May 2016, the company successfully deployed beacons throughout St. Étienne, France, with the aim of transforming it into a “smart city” for shoppers; the goal was to make individuals in the city aware of events, alerts and other noteworthy items on a regular basis and in real time, no matter where in town they happen to be. The company also made history at the Edmund de Rothschild Israel Masters golf tournament in Israel in 2015 by equipping each golfer’s bag with a Social Retail beacon, making the real-time scores and stats of each player available as spectators arrived in the vicinity of the player.

“The retail experience clearly still involves visits to brick-and-mortar locations and smart marketers are utilizing proximity marketing to maximize the chances of a sale and keep happy, loyal customers,” Stabile adds.

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