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.