The way businesses and consumers interact with each other is shifting tremendously in today’s physical retail landscape due to ever-changing new technology. As individuals we are now able to access information instantaneously and about virtually anything that we could be interested. Real-time information delivered seamlessly to our device at a moment’s notice, and information that is based on our shopping tendencies are helping brands connecting with shoppers . The digital realm has expanded to the shopping experience, and it seems that there are only positive outlooks to the future of the industry.
What It’s Looking Like Right Now
There is a definite shift in what’s happening in the retail landscape. Obviously with the massive growth in e-commerce worldwide, more specifically in the U.S, brands have are learning the hard way to either adapt or fail in the modern retail world. What research and information is telling these brands however, is not that shopping at stores is dead; quite the contrary. Shoppers just want to have the same amount of information relayed to them as if they were shopping online. According to a recent study by Google, CTMedia and Ipsos Media, two in three shoppers who tried to find information within a store say they didn’t find what they needed, and 43% of them left frustrated. And 71% of in-store shoppers who use smartphones for online research say their device has become more important to their in-store experience. This is a huge piece of information for stores that can dramatically increase sales. In-house digital solutions like smart beacons being placed throughout stores helps track a variety of different data pieces that can potentially make or break a sale. Smart beacons are a relatively new technology that more and more physical stores are using as a strategy not just to bring in more customers, but to increase customer satisfaction and retention.
Smart Beacons The New Technology to Focus On
What these devices do is simple. They use BLE (Bluetooth Low Energy) technology to monitor any shopper’s mobile device upon entering the store. If permission is granted, a shopper can receive up-to-date information on what sales a store has, what promotions are available because they’re using the mobile application, and they can see what the store has in store for them in the future. The smart beacons also retrieve information that can be used to tailor marketing strategies for brands and help them better establish their target market, the demographics of its visitors, what their preferences are when shopping, and even conduct surveys. The insights retrieved from this technology is both connecting and engaging.
Leading companies like Electric Bench who are developing smart beacons realize how powerful this information is for retailers. Their work is responsible for many retailers who once experienced a slump in sales to see the positive benefits digital can provide. Just looking at their Twitter and Facebook pages you can see the myriad of positive comments and success stories arising.
Smart beacons and retail are now hand-in-hand, reshaping the physical shopping environment. The bridge between consumers and stores is now connected due to digital. This is a breath of fresh air for both parties and the future looks bright and positive.