Executive Briefings

Smartphones Need to Interact Better if Retailers Are to Fully Benefit from Beacon Technology

In September, Macy's announced plans to roll out the largest beacon initiative in the retail industry with its partner, shopkick, a shopping app that awards users points for entering participating stores. The company is joining a host of retailers that have already made strides toward beacon technology, including Lord & Taylor and Hudson Bay.

Smartphones Need to Interact Better if Retailers Are to Fully Benefit from Beacon Technology

But for all the attention that beacon technology is getting, it's still being deployed at a fairly slow rate. When are we going to see beacon technology rolled out in every store worldwide? Is the technology really "there" yet, or is it still too impractical to deploy on a large scale?

Beacons themselves are currently serving their purpose and doing it well, but smartphone technology needs to evolve to interact more effectively with beacons. Even within the Apple Store, phones may have difficulty picking up beacons and fail to send notifications.

To take full advantage of this burgeoning technology, retailers must have an app with which beacons can interact, as well as a database of users who have downloaded the app. Smaller retailers may have difficulty getting involved with beacons at first; many don't have enough mobile users or don't have an app at all.

When smartphones catch up to beacon technology, retailers and businesses of all sizes will be able to connect with customers on a one-to-one basis, helping loyal customers become even more loyal.

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But for all the attention that beacon technology is getting, it's still being deployed at a fairly slow rate. When are we going to see beacon technology rolled out in every store worldwide? Is the technology really "there" yet, or is it still too impractical to deploy on a large scale?

Beacons themselves are currently serving their purpose and doing it well, but smartphone technology needs to evolve to interact more effectively with beacons. Even within the Apple Store, phones may have difficulty picking up beacons and fail to send notifications.

To take full advantage of this burgeoning technology, retailers must have an app with which beacons can interact, as well as a database of users who have downloaded the app. Smaller retailers may have difficulty getting involved with beacons at first; many don't have enough mobile users or don't have an app at all.

When smartphones catch up to beacon technology, retailers and businesses of all sizes will be able to connect with customers on a one-to-one basis, helping loyal customers become even more loyal.

Read Full Article

Smartphones Need to Interact Better if Retailers Are to Fully Benefit from Beacon Technology