73% Say “Beacons Influence What I Buy”

In-store beacons are delivering beyond marketers wildest expectations, according to early tracking stats.

Before we dive into the details, here’s a quick refresher. Beacons are small hardware devices that send location-specific messages to shoppers’ smartphones while they are in-store. The technology has been deployed in roughly 3,000 US retail outlets — Everywhere from Lord and Taylor to Walgreens.

Shoppers who receive a beacon message in-store are 19 times more likely to interact with the featured product than those who do not. Almost three-quarters of recipients say the messages impacted what they purchased.

Hillshire Farms tested beacons as part of a new product launch and found they significantly increased awareness and purchase intent.

Beacons also influence where consumers shop. 60% of Americans who have experienced beacons now prefer retailers with the technology. What’s more, they are 80% less likely to delete a retailer’s app if it has beacon capabilities.

In order to receive beacon messages, consumers must have a beacon-enabled app on their mobile. About 40 million Americans have downloaded these apps so far. That means results to date are from early adopters. If mainstream Americans follow their lead, beacons will become a very powerful marketing tool.

What are the implications for your business?

• Have you determined how you will experiment with beacons this year?
• Do you have a plan to add beacon features to your app?

For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.

Sources: inMarket 2014, MCommerce Daily 2014, Pymnts 2015, Swirl 2014