Retailers have been facing a competitive marketplace for the past few years with recession followed by e-commerce sales taking away majority of their customers. But the retail industry seems to have fought back with m-commerce and then more lately with proximity Marketing campaigns through in-store Beacons.
Beacons allow businesses especially retailers to send across relevant/promotional marketing messages to customers around their stores. Based on Bluetooth/wi-fi technologies beacons could also track customer movements and their dwell times. All this can be achieved by sending push notifications to opted-in users who downloaded the beacon apps.
Even though beacons have been around for a year or two but many retailers have concerns of security, feasibility and cost before implementing the technology for promotional purposes. Let’s discuss few strategies that retailers can adopt while implementing a proximity marketing campaign with beacons. The key points are mentioned below:
Provide a better user experience: The app being used to push promotional messages and special offers should not across as an empty app only built to place ads. It should provide a definitive user experience with information like store locations, product details and feedback forms etc.
Utilize the right hardware: While selecting the best beacon manufacturer, businesses must evaluate them on battery consumption, range and temperature changes since these are the key extremities which will decide their performance. Also the deployment location of the beacons should be decided intelligently to have the maximum coverage range and lower battery consumption.
Select the right software: There are a number of beacon platforms/software like Apple’s iBeacon and Google’s Eddystone. Apart from these companies provide customized solutions which can be used to derive increased functionality out of beacons.
Well-built backend system: It is important that the retailers understand the kind of campaigns they are planning to run, the reports generated through these campaign and the type of mobile app to be offered to the customers. These are basic requirements which need to be done rightly to ensure better ROI and increased sales on your proximity marketing campains through beacons.
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