Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

75% of retail executives plan to monitor customers with beacons

Blog
30th March 2017

Customer Experience

My colleague Helen recently blogged about beacons, citing some recent research from Google exploring how a more open approach to managing beacons could lead to an explosion in their use this year – especially for delivering omni-channel retail solutions.

I saw a very recent research report that talked to 1,700 retail executives and explored their approach to the Internet of Things (IoT) and the use of IoT technologies, such as beacons. 70% of retail executives in this study said that beacons will be a part of their strategy for location-based marketing by 2021 so beacons are definitely a technology to watch – almost three-quarters of retailers are exploring how to use them.

72% of the executives interviewed said that this push for location-awareness is not just for customers – it is focused on the stock. By introducing better location-awareness throughout the supply chain, they can improve the flow of stock from producer to distribution centre to store – and to the customer’s home. More complex omni-channel delivery options mean that effective supply chain management is critical.

However, 75% of the executives questioned said that they feel beacons will be important for letting them know exactly which customers are in-store and where. This will allow them to offer deals and recommendations in real-time, knowing for example, that the customer has been spending more than a minute in front of a product.

Tracking the complete footpath of customers through the store will also give insights into how stores can be improved. The automation of this process in particular can reveal insights into what customers are really looking for, rather than just what they answer in surveys.

I think that this level of support for beacons is extremely interesting and gives us some guidance on where to focus future retail omni-channel activities – both in the store and in the supply chain. Please leave a comment with your own thoughts or get in touch on LinkedIn.


Leave a Reply

Your email address will not be published.Required fields are marked *


David Turner
Article by: David Turner

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
News
Webhelp acquires Runway BPO

Webhelp reinforces its best-in-class nearshore portfolio Acquisition of Top Multilingual Customer Experience Firm Runway BPO Completed PARIS, May 16th, 2018 – Global leading BPO and customer experience company Webhelp has confirmed the acquisition of the majority of the share capital of top multilingual nearshore firm Runway BPO has been completed. Runway, which is headquartered in...

Blog
Innovation Takes Centre Stage At The Arch Summit on 3-4 May

The Arch Summit is next week and the Webhelp team will be there in Luxembourg. It’s a two-day event that is bursting with innovation and ideas, and major brands such as Amazon and Vodafone will be there, alongside some of the newest and most innovative start-ups. We’ll have our own stand, and...

News
Artificial Intelligence: a new era of transformation for customer relations

ARTIFICIAL INTELLIGENCE: A LEVER TO INCREASE HUMAN CAPITAL  (Catherine Fauchoux – Global Innovation Research Manager)   As European market leader in customer experience, we are conscious that Artificial Intelligence is going to transform our sector in a lasting way. Moreover, our...

Whitepaper
TECHNOLOGY IN THE TRAVEL SECTOR

How often are travellers using digital methods? What channels are customers using most frequently? And has the internet, as many predicated, replaced the traditional travel agent?   The Travel Industry is one sector that many people believed would be disrupted the most following the...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.