How to Balance Beacon Technology in Your Retail Store


In the competing, yet connected, world of eCommerce, many brick-and-mortar retailers worry about not being in front of their customers enough. However, with beacon technology, sometimes the opposite can happen. If a retailer is sending too many coupons, posting too much, and running too many ads, people will stop paying attention. When the audience is constantly being bombarded with message after message, a lot can get lost in the noise. But, beacon technology is also valuable to the retailer and consumer and can offer opportunities that are unmatched without it.

So how do you find the balance?

Beacon technology is exciting, but you need to find the equilibrium between being helpful to the consumer experience and not overwhelming your buyers.

Set Measurable Goals

First, determine what you want to get out of your beacon technology efforts. Your campaign should not only have clear goals, but be realistic in your results. Decide how your beacons will improve the in-store experience, how your customers will ultimately benefit, and how you want these efforts to impact your bottom line. Look at past data to determine where your beacons should be placed and who your shopper base is. And, as your beacon campaign continues, it is always a good idea to evaluate your metrics regularly and make changes as necessary.

Focus on the User

Beacons are a very useful tool when it comes to connecting with your customers, but create a strategy that is buyer-focused, not numbers-focused. Shoppers want to see deals and special offers, just not all the time. If your target consumer is receiving an unsolicited coupon every time they are near your store, they will become more annoyed than intrigued. Instead, use your beacons for things that are time-sensitive, like flash sales. Ask what they need, what they are looking for, and what will help them have a valuable shopping event. Don’t only focus on strategy, but also allow shoppers to provide feedback, product details, and store information.

Enhance Customer Engagement

According to Marketing Land, a survey said 90 percent of consumers use smartphones while they’re in stores, and not just for texting and looking at Facebook. Many are looking for coupons, competitive pricing, and additional product information. By connecting to this quest for data, retailers can provide a multitude of valuable offerings that will only improve the in-store experience. MobileBridge report stated luxury retailer Lord & Taylor saw a 60 percent engagement rate with customers because of beacon technology, and many other big-name retailers are following this movement.

Personalize Your Message

Your beacon marketing campaign depends on people using the technology, and if their app is uninstalled then your efforts are regrettably unsuccessful. Making the buying experience personal will make a huge difference in conversion rates. Base your messages off relevant information, such as previous purchase information and search history, or timely opportunities, such as one-day sales, and your customers will notice you are targeting them.

Just as in eCommerce, shoppers don’t like spam. Don’t let your beacon technology become in-person junk-mail. With proper planning and execution, beacons can be an invaluable marketing tool and asset for customers and retailers alike. With an efficient strategy, retailers can expect to see an increase in sales, respectable ROI, and repeat buyers that place a value on the brand. 

Image of a push notification on a phone

Beacon technology is exciting, but you need to find the equilibrium between being helpful to the consumer experience and not overwhelming your buyers.

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