With the rising costs, shifts in customer expectations
and stiff competition, retailers are always on the outlook for ways to gain
efficiency and increase sales. So, when beacons appeared on the tech scene in
2013, there was a lot of hype around them. They were able to and provide
targeted messaging to customers as they shopped in stores by tracking their
movement.
Beacons Alone
Cannot Track Shoppers
The user has to install an app for the beacon to
work on their phone. Ideally, beacon notifications should
be built into the operating system and we should not need to install any
additional app. Unfortunately, the user should have the app on his phone that
can catch a beacon signal. There should be enough spur for the users to
download the app and allow beacons to communicate. Also, no user likes to be
poked with offers/unwanted notifications.
Challenges in
Beacon Location Coverage
The BLE beacons can’t determine a shopper’s physical
location with pinpoint accuracy, so it can be hard to know how many beacons are
required, or where to position them in order to ensure that a zone is
adequately covered.
Worth Reading
[Improve
Your Business ROI with Beacon Apps]
Trust
The idea of automatically logging in on entering a
beacon zone and having your preferences linked to it might delight a few, while
spooking many others.
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