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?