Remember the Consumer
Marketers need to keep in mind that smartphones are very personal devices, and marketing to them carries potential risks. While the delivery of highly relevant, location-specific mobile content has the ability to create new levels of shopper engagement, irresponsible or irrelevant beacon messaging can be a source of dissatisfaction for shoppers.
To ensure you're staying on the right side of the value vs. annoyance line, keep these three rules in mind with every beacon-triggered interaction:
- Be transparent
- Be relevant
- Create value for shoppers
Questions that every marketer should ask about any beacon-triggered content they plan to send to in-store shoppers include: Will it help the shopper make a buying decision? Will it save the consumer time or money? Will it inspire the consumer? Will it improve the overall shopping experience?
9 Tips for Creating Successful In-Store Mobile Experiences
9 Tips for Creating Successful In-Store Mobile Experiences
For retailers and brands, Bluetooth beacons offer a powerful new way to engage with in-store shoppers at the precise moment they are considering a purchase. Beacon marketing campaigns have proven to have a dramatic impact on shopper behavior, with 73 percent of shoppers saying that beacon-triggered content and offers significantly increased their likelihood to purchase during a store visit.
As consumers increasingly demand seamless omnichannel shopping experiences, beacons are helping retailers and brands bridge the shopper journey across online and offline touchpoints. In addition to enriching the in-store shopping experience, beacons can also be used to generate valuable data for optimizing online and mobile marketing efforts. From powering personalized ad campaigns to delivering deep insight into customer behaviors, beacons are fast becoming an essential infrastructure component for CIOs at leading retailers everywhere.
Successfully implementing beacon technology requires a well thought-out plan and careful execution. In this slideshow, Swirl has identified nine tips for CIOs and CMOs working together to design effective beacon programs that enhance the consumer shopping experience and drive measurable business results.
