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Director, Developer Programs, Bluetooth SIG
Beacons not only push contextually relevant coupons and product information to consumers who use retail apps, but they also transmit valuable data about users’ in-store activities back to the retailer. eMarketer’s Sean Creamer spoke with Steve Hegenderfer, director of developer programs at Bluetooth SIG, about how beacon technology helps retailers provide better in-store service and target customers at the point of sale.
eMarketer: What role do beacons play in retail?
Steve Hegenderfer: Beacons have taken off in retail. A good analogy is thinking of a beacon as a radio station that plays the same sound over and over again. It’s broadcasting a message, and the phone has to tune in to it. Consumers might install a retail app to get shopper points, and those apps will be able to tune in to that radio station.
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