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Your email address will not be published.Required fields are marked *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
Service Provider
Solution Designer
Technology Enabler
News
Webhelp group agrees to acquire Sellbytel in transformational transaction

Acquisition strengthens Webhelp’s position in the European CRM BPO Market   Webhelp Group, a leading global BPO and customer experience company, today announced that it has entered into an agreement to acquire 100% of Sellbytel Group. Sellbytel is a wholly-owned subsidiary of Omnicom Group Inc. (NYSE: OMC). By joining forces with Sellbytel, Webhelp expands its geographic footprint...

Blog
International B2B e-commerce: 5 pitfalls and 5 good practices

Increasing numbers of B2B businesses both large and small are setting their sights on trading internationally through an e-commerce platform. To give yourself the best chance of making a decent fist of it, Axel Mouquet, Development Director of Webhelp Payment Services, proffers his advice and...

News
Webhelp Payment Services wins a Mirakl Partner Awards

Webhelp Payment Services has been awarded « ISV Partner of the Year » at the Marketplace&Platform Summit by Mirakl, which took place this June 7th in Paris. This award is shared with our German client, Conrad Electronics, and their amazing B2B Marketplace Project. We have produced this...

Whitepaper
The Spring of B2B Marketplaces : Modelling the impact of B2B Marketplaces strategies

Following the presentation of The Spring of B2B Marketplaces at the Marketplace Summit by Mirakl, we are pleased to make this fascinating study available to you! This study covers the state of B2B marketplaces today, and is proudly co-created by Roland Berger, Mirakl and Webhelp Payment...

Case Studies
Post Office Limited®

...

×

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.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook