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Beacons and their application in retail

Administrator - MSP octubre 23, 2017 DAT# 1.523

When we talk about beacons, the first thing that comes to mind is their application in large companies, museums, public places of interest, etc. However, this technology is very useful for the retail sector, as it allows retailers to bring personalized communication from online stores to their physical store.

Know which products are being consulted the most by customers, send users alternative products according to their tastes and needs, generate a purchase history and habits of each of the consumers and send them personalized offers according to said history are just some of the benefits of using this technology at points of sale.

«Today, a high percentage of consumers use their mobile devices (tablet or cell phone) to find out about the products or services they want to purchase and that is where the success that is predicted for technology based on beacons lies, since the owner of an establishment can obtain detailed information on the preferences of his customers and this is undoubtedly a valuable online marketing tool. »

Unlike the conventional strategies that were used in the past to know the tastes of the clientele such as the application of surveys, beacons allow retailers competitive advantages such as Indoor Navigation, since it is possible to locate consumers without the need for GPS.

If we imagine the application of this technology in a clothing store, through beacons the owner can identify how consumers move inside their store and analyze the items they select. In this way you will be able to stock and arrange the garments more correctly in the future.

Now suppose that beacons technology is applied in a pet supply store.

In order to reach more potential clients, you organize a veterinary congress and hire one of the most prominent veterinarians in the field and with public recognition as a star speaker.

Through this technology you can share with attendees content of interest that is related to your products while the conferences address the subject in question.

Imagine that while the attendees walk through the stands of products for sale they can receive information about the presentations in real time so that they do not miss a single detail, and as if that were not enough, you can transmit messages from the speaker to the users. This is possible and almost also necessary, since today’s customers not only evaluate the product, but also the experience they have when buying it and the value of the brand based on its contents.

Beacons are an excellent tool that, combined with a little commercial creativity, can achieve spectacular sales results.

Any store with well-placed beacons, a good platform to upload personalized content, the brand’s App and phones connected to Bluetooth, potential customers can be loyal.

Another advantage of using Beacons is customer service.

Let’s imagine this technology applied in a mini-supermarket. Through their cell phone, customers can request help with a missing product, or whose characteristics they have doubts.

If a person asks for help through their smartphone, the clerk can go to where they are and provide care quickly thanks to the fact that through beacon technology, they can know the exact location of the person who generated the request, so that they will not lose time going through the grocery aisle, then the deli and then the white aisle, until the customer was identified; it will go straight to him.

For the creation of advertising campaigns, this is also a great tool, because thanks to the automatic generation of databases with historical purchases and commercial behavior of users, those responsible for marketing can carry out much better targeted promotions with content of interest. for the target audience.

And it is that through beacons you can obtain data such as: how many visits a client makes; visits in which you do not make any purchases; how long the consumer uses on each visit; the sections that the user visits, the points of interest where they stop inside the establishment; how many people interact with a specific notification; how many product purchases were made after receiving a notification; demographic data; days of greatest influx at what time of day content campaigns are most effective, in such a way that physical stores can gain insight into customer habits, an advantage that previously only online stores had.

These are some of the factors why experts believe that beacon technology will close the gap between online and offline in the short term, allowing increased customer participation and helping to generate more income for companies.

MSP has developed its beacon platform called Cilene, which is aimed at contributing to our clients with a comprehensive solution for companies. Come to one of our commercial executives to obtain more information.

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