With mobile phones becoming omnipresent in the shopping environment, marketers are adopting Proximity Marketing to connect with the customers more closely. So next time you walk into a retail store you are likely to be assisted about the offers by smart in-store mobile engagement technology, instead of the salesperson. BLE or Bluetooth based ibeacons which are placed around the stores are being tried and send out offers running in the particular section of the store you at present are in, straight to your smartphone.
A new study reveals that nearly more than half the number of shoppers engage with Beacon triggered offers while shopping in a retail store. The survey conducted by Swirl Networks discovered that 61% of the shoppers would like to visit stores which had beacon marketing campaigns and 30% would buy more as a result of receiving beacon-triggered marketing messages.
The survey campaign was conducted at stores including Lord and Taylor, Hudson’s Bay, Urban Outfitters, Alex and Ani, Kenneth Cole and Timberland with tens of thousands of shopper interaction and who received beacon-triggered messages over the past three months. It also further found that 73 percent of shoppers said that beacon triggered content and offers increased the likelihood of making a purchase. With Christmas round the corner, 61 percent of the shoppers said they would do more Christmas shopping at stores that delivered mobile content and offers while they were shopping.
The use of ibeacons and proximity-based mobile marketing to engage customers within brick and mortar stores has been seeing an increase in activity despite being at a very nascent stage. More brands within the retail sector have started running test deployments and experimenting with mobile engagement to capture the attention of customers, deliver product information as well as offers to increase revenues and the results appear to be positive.
As other studies in the past have clearly indicated that there is the considerable increase in the usage of mobile phones by consumers while shopping, to search product information, look up reviews, pricing options, offers and more. The information delivery impacts decisions and the reliance on mobile devices for purchase decisions have caught the attention of marketers globally bringing the need to address this behavior to the forefront.