9 Tips for Creating Successful In-Store Mobile Experiences

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Test, Measure and Test Again

Retailers launching beacon marketing campaigns should focus on generating early and rapid learning. Once initial performance benchmarks have been established, campaign variations can be developed and tested.

In addition to offers, messaging frequency and content testing, marketers should also begin planning for more sophisticated and targeted campaigns based on factors such as shopper profile, shopper behavior and store region/location.

With the rapid convergence of online, mobile and offline interactions, it's a wildly exciting time for retailers and marketers. In this new world, CIOs will take center stage in designing and building technology infrastructures that are capable of connecting every customer touchpoint while ensuring the highest levels of data security and consumer privacy are maintained. Beacons are set to play a pivotal role in not only connecting the customer journey, but also building bridges between the IT and marketing functions. It's going to be fun to watch as this amazing new opportunity unfolds.

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.


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