One of the first quick-service restaurants in the UK to trial Beacon technology was Eat, the food-to-go chain, back in 2014.
Eat joined hands with Weve’s beacon-enabled consumer loyalty app, Pouch, designed to store a retailer’s loyalty cards and push out offers to customers. This partnership came in as an effort to overhaul the in-store and online experience. Eat have said this is a “strategic pillar” in its communications because it allowed the company to access more information about customer behaviour and drive business intelligence to make precise decisions about how consumer behaviour can be influenced.
One of the early fashion retail adopters in the UK was, of course, Ted Baker.
In 2015 Ted Baker’s Westfield White City shop in London installed beacons in its mannequins, as the fashion brand piloted using mobile technology to communicate with its customers during their in-store shopping journey. Following this, other retailers including House of Fraser, Oasis and Hawes & Curtis launched similar services.
Household brands such as Hamleys, Armani, Longchamp, and Hackett form the 80% of the retailers that have deployed beacons in their Regent Street stores with the aim of pushing exclusive and personalised marketing messages to customers via iBeacon technology. Shoppers receive alerts and tailored content about everything, from new in-store promotions to exclusive offers only available for visitors to Regent Street, as they pass. The app also allows shoppers to input their preferences whilst maintaining their anonymity. These brands can now build a detailed profile of the shoppers who redeem online special offers, respond to mobile advertising, and eventually enter the physical stores.
The question is – will retailers continue to make the mark with proximity marketing via beacons? I’d love to hear from you. Please share your comments and feedback below.