How Should I Get Started With Beacons?
Published on 20 Jan 2015
We recommend that companies start small, piloting beacons at a few stores, while focusing narrowly on specific objectives that provide value or service to customers. Doing so, allows you to gain early insights into the potential ROI whether that’s increased sales, improved customer service or cost-savings efficiencies. These beacon pilot programs will also provide you data on who is visiting your store and how often, with their response to beacon-triggered messages enabling you to fine-tune and scale your strategies prior to full-scale rollouts.
Be judicious about your messaging. Put yourself in your customers’ shoes and consider whether a particular message will be perceived as valuable. If not, think long and hard whether to send it. A message broadcast to everyone, like 25% off everything in the store, can be a great incentive, but you also need to be mindful of how many beacon-triggered messages are sent per store visit. Your customers and your business’ bottom-line could very easily gain more through segmented offers tailored to past purchases or product interests captured from app use, or maybe providing loyalty reward balances as they enter the store.
Lastly, to engage your customers through beacons there are some requirements: opting in to push notifications, opting in to share their location and having Bluetooth turned on. Businesses who have considered strategies that position the value of these opt-ins see the most success and drive greater conversion rates. Look to in-store signage, as well as interactive app walkthroughs and welcome messages sent to new users to boost opt-in rates and grow your beacon-addressable audience.
This post is part of our ongoing best practices series.