Beacons aren’t really about customer acquisition in-stores for many brands now. For Coca-Cola, Kraft and Papa John’s, the potential for beacons lies in their ability to optimise the customer experience through precision marketing rather than just simple point-of-purchase activation.
Beacons were the standout technology at this year’s SXSW, dominating numerous sessions and sparking debates online over its future use. From shelves being able to talk to phones to SoundCloud playlists based on zones in the home, the most popular demos centred on removing friction from a customer experience…
Advertisers mature beacons efforts to sharpen precision marketing
