Bluetooth 4.0 beacons provide the best location-based app experience to date. Unlike NFC and QR technology it provides dynamic two-way communication and most importantly enables data-collection. I’m excited about the possibilities this will enable in retail stores. The beacons can detect how customers are interacting with the brand by collecting location-based data. Retailers can then tailor their merchandising, price points, store layout and in-store content to maximize in-store engagement.
This approach already works well for online marketing. For example, if my audience engagement for my website (based on click through rate and time spent on each page) is down on one page compared to another I will compare the two and make changes immediately. With data from the bluetooth 4 beacons we can finally take this approach into the physical world. If one area of your store has a low engagement rate but another section of your store is performing well you can compare the two and work out why. Is it because of your in-store content? Are you not using the layout and architecture of your space effectively?
Retailers will be able to identify trends and take action. Perhaps one area of your store is getting a lot of foot traffic but little engagement: your customers just walk on by. This could be the best place to try out some in-store content or re-think your merchandising. The data can be so powerful that you can workout what part of your store is generating the most income per square meter. Furthermore, you can build automated triggers based on your in-store engagement data, resulting in a dynamic and responsive retail space.
What are your top five strategies for building leads on your website? (Ask your web team if you don’t look after your website yourself). Now think about how you can apply and tailor these strategies to your bricks and mortar retail store. Share your thought's on our Facebook page.
‘The web is getting physical" and Jon has a passion for helping clients use web technology for engaging in the physical world.