Retailers See Benefits from Beacons - eMarketer
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Retailers See Benefits from Beacons

Beacons help retailers understand their customers’ journeys

Though retailers have been quicker than other firms to implement internet of things (IoT) devices and applications, beacons are still somewhat rare. According to Retail TouchPoints, just 29% of retailers surveyed worldwide had implemented beacon technology in their stores.

Benefits that Retailers Worldwide Have Seen Since Implementing Beacon Technology In-Store, Aug 2015 (% of respondents)

Other research has put adoption somewhat lower. But one trend that holds is that retailers that have adopted beacons are satisfied with them.

Respondents to the Retail TouchPoints poll who had implemented beacons in-store named a number of benefits from the technology. More than seven in 10 said they were able to track and understand how consumers moved through the store and selected items for purchase because of beacons. Around two-thirds said beacons let them track customers down to the aisle level.

A majority also believed beacons made shoppers more engaged in stores, and helped them to create better, more relevant offers.

It’s not clear whether positive results like these are having an effect on others retailers’ plans yet. According to IDG Enterprises, a plurality (36%) of IT professionals in North America report they plan to hold investments in beacons steady over the next year—in addition to the 30% who have no plans at all. In the Retail TouchPoints survey, 17% of respondents said they had some plans to add beacons.

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