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Posted by Adam Silverman on April 2, 2014
There is no hotter topic in retail today than beacons. These small objects which transmit location information to smartphones based on Bluetooth Low Energy have transformed our retail imagination, conjuring up visions of continuous offers being showered onto customers as they walk the aisles of their favorite grocery store. The reality is more subdued. We are still very early in the development of location strategies that leverage beacons and the iBeacon protocol, and retailers need to solve for a variety of challenges such as customer privacy, beacon maintenance, connectivity, and campaign management.
In a recent report titled “The Emergence of Beacons In Retail”, my team digs into this emerging location technology and tackles important topics, including:
There is still more work ahead of vendors and retailers in order to effectively execute meaningful beacon (including iBeacon) campaigns. One significant barrier is that retailers can only engage with a small set of their customers who have installed mobile applications that can “see” their beacons. In addition, privacy concerns abound with customers fearful of providing their location information to retailers. Even with many barriers and challenges, location technology based on BLE and beacons is here to stay and will offer digital business leaders who solve these challenges the opportunity to transform the in-store experience.
Now that I’ve given you beacon fever, please take a few minutes and read my latest report “The Emergence Of Beacons In Retail”, then schedule some time for an inquiry with me to discuss the cure. I look forward to hearing your feedback.