How Beacons Have Changed In-Store Operations in Canada - eMarketer
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eMarketer Interview

How Beacons Have Changed In-Store Operations in Canada

Preview from eMarketer PRO

An interview with

Steve Hegenderfer

Director, Developer Programs, Bluetooth SIG


Interview summary

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.